A comprehensive media strategy is not about placing stories externally, it is about ensuring that your company’s good work is known by key stakeholders. Among those stakeholders, internal constituents are as important to a thriving sustainability program as analysts and shareholders.
To that end, we created a comprehensive content strategy for public affairs and media relations in the promotion of Citi’s Sustainable IT program. Key elements included the development of unified messaging across internal and external channels (interviews, editorials, blog posts, award applications) for effective mutual reinforcement, and strategic, linear selection of teams and projects for media focus that further demonstrated cross-industry green leadership and innovation.
• 25+ articles published on Sustainable IT program over 4 year period
• Named “America’s Greenest Bank” by Bank Technology News two years in a row
• Listed by Computerworld as Top Green IT organization 3 years in a row
• Consistent messaging of key accomplishments across internal and external channels