No more glowing press coverage for green?

No more glowing press coverage for green?

Glowing coverage of corporate greening initiatives is coming to an end, pens Kate Galbraith in the International Herald Tribune. Galbraith, Energy and environment reporter for the Texas Tribune, writes:

Journalists are a little less wide-eyed, and a little more picky. The cutting-edge coverage today does not typically revolve around the greening of fill-in-the-blank company. Instead, topics like “Who’s not going green?” and “What are the difficulties of going green?” are being seen more frequently...Going green, in other words, became so mainstream that it was no longer big news.

Galbraith calls it a "natural evolution" in reporting and my experience in the ethanol industry leads me to concur. As I've said before, journalists' second favorite story goes something like this: "There's this new thing you've never heard of, but it's going to make you healthy, wealthy and wise while saving the economy, the environment and the world." That's often closely followed by their favorite story: "Remember that new thing I told you about? It's actually robbing you blind, making you stupid and ultimately killing you while destroying the economy, the environment and indeed, the world." 

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Nathan is the director of public relations for POET, the largest producer of biofuels in the world. He is also a digital advocate of sustainability and corporate social responsibility. Nathan writes extensively for Greenway Communique.