Another communications lesson we talk about, but probably not often enough, is that it’s not just what you say but what you do that shapes your success or failure. The rule even applies to a communications “superstar” like U.S. President Barack Obama, who was scorched this week by a CBS News story detailing how the president’s Earth Day flights from Washington to Iowa and back again burned through more than 9,000 gallons of jet fuel, adding to global warming-causing greenhouse gas emissions. It was particularly painful given Obama’s key messages about conserving energy use and utilizing alternative fuels. He actually flew to an Iowa factory to inspect the construction of towers for wind turbines and to send a very important message to Americans, but that fact was obscured in the CBS News story by the amount of fuel he burned. It’s also a great reminder to all organizations who hope to communicate successfully in the green space – if you have plastic water bottles stacked on a table or are committing other green “sins” your messages can be undermined. The CBS News reporter even went so far as to suggest in his story that it would have been more appropriate for Obama to deliver his Earth Day message from the White House. Remember folks, you also have to walk the walk.
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