The firm’s newspaper as a tool for environmental marketing

Abstract

Journalists should keep close to the facts and give priority to objectivity when publishing their newspapers. Since newspapers are published for the use of society, their social relevance is highlighted. Current investigation is based on bibliographical research and analyzes the items journalism, marketing and social and environmental responsibility separately and later through comparisons. The methods used in the insertion of the tools have also been analyzed. Environmental responsibility is a direct commitment with the public and its aims are environmental education and preservation, which, in fact, complement one another. Serious and opinion-forming entrepreneur journalism is committed to professionalism in the transmission of information with ethics and transparency. In fact, the latter are the prerogatives of the activities of environment-friendly firms that seek conformity with the interests of their target public. So that these similar poles could be linked, market functions mold and aggregate value to these tools and thus make possible that the strategies are adequately used and credibility maintained through the unification of activity, information and strategy. The firm’s newspaper focusing on environmental responsibility should be uncommitted so that mistrust and ethical conflicts would be avoided and intrinsic credibility maintained. A newspaper that transmits useful messages quits its mere publicity role and endows itself with relevant characteristics for social contribution through a positive entrepreneur image.