SPECIAL MEETUP

Two experienced PR pros working in the green and ethical sector will share their experience getting PR for green and ethical companies. This is a workshop with presentations and a Q+A. Glen from Neo Creative will talk about "the seven stories that the media love to tell." Helen from Green Row will look more specifically at "Building the foundation of an ethical reputation."

Neo is a Brighton-based communications agency that works with organisations that are committed to positive change. The organisations that Neo has worked with include Greenpeace International, WWF, Energy Savings Trust, British Ecological Society and the Soil Association.

Glen Poole, Neo’s Communications and Training Director, is an experienced writer, strategist, PR man and media spokesman, best known for helping to put the controversial Fathers 4 Justice campaign on the front page of every national newspaper.

As a trainer, Glen draws on years of experience working on high profile campaigns to devise and deliver courses that are fun, effective and inspirational

Glen is also founder of the Bounce Your Balls For Cancer campaign, which raises awareness of testicular cancer through the media by getting people to do daft things on Space Hoppers.

Building the foundation of an ethical reputation by Helen Trevorrow

There’s nothing inherently newsworthy about a green product or service. In order to rise above the competition and grab the attention of the media you’ll have to implement traditional PR – clear consistent messaging, strategic thinking, understanding the news agenda and good relationships with journalists and key influencers. But being green means you’ve got a responsibility to conduct yourself with professionalism and absolute transparency (don’t all businesses do that!?), back up all your claims with robust statistics, independent industry standards in simple clear language.

Helen Trevorrow is the founder of Green Row Communications, the ethical lifestyle PR agency, helping businesses of all sizes create and manage their ethical reputations. Helen has 13 years experience in Public Relations and has previously worked at both mainstream PR agencies and in house. Coverage coups include Page 3 in The Sun for the launch of Channel 5’s website and a front page splash on the FT for DoubleClick, an US tech company where she worked in house. This week she’s helping Percol coffee publicise their 3 gold star winning Colombian Fairtrade and organic coffee; encouraging Londoners to reduce their carbon emissions with Green Homes Concierge Service, developed with the LDA and helping to plan the next show for UKAware, the UK’s leading ethical lifestyle show.