Placement: Vanity Fair, August
General Electric is a vastly diverse company. What were your plans to convey that GE is environmentally friendly, as well?
Linda Boff: GE launched a campaign called Ecomagination in 2005 to convey to the world that GE believes that green technology and solutions will meet customer needs and be good for the environment. Ecomagination involved not [just] PR and marketing, but the entire company, led by our chairman.
What made it Vanity Fair a good target, and how ...