Sustainability success stories from Investors in the Environment members often make the news. Here are some of our favourites – plus iiE’s top tips on generating positive publicity.

We love hearing about our members’ brilliant work here at Investors in the Environment: from waste-reduction triumphs to energy-management innovations. But what about everybody else? Shouldn’t the whole world get to hear about it, too?

We think so – and we are only too chuffed when we see our members’ sustainability efforts recognised in the media. Because there’s nothing like good news for amplifying awareness and inspiring others to act. Communicating plans, progress, and achievements is, after all, a core part of making sustainable changes within a business or organisation.

In recent years, iiE members’ accomplishments have appeared in local and national news outlets, in trade publications, and influential professional journals. In addition, their award-winning work has been cited in agenda-setting podcasts. More and more people are reading, and hearing, about Investors in the Environment.

We’ve rounded up some of our favourite recent media mentions below. And if you want to get your sustainability news out there, too, keep scrolling for our top tips on generating positive media coverage.

‘Renewables help council scoop climate change award’

BBC News, December 2024

In December, Durham County Council’s success at the iiE Awards was recognised by the BBC. The North East England local authority scooped the Best Carbon Reduction accolade at last year’s awards presentation. The BBC highlighted the council’s use of green technology, including wind turbines, battery storage, and air source heat pumps.
Read the full article here.

‘North East college group celebrates national award win’

The Northern Echo, January 2025

Durham County Council was not alone in getting noticed for its success at the iiE Awards. The work of the Education Training Collective (Etc.) – winner of the Sustainability Influencer award – to promote greener habits across its campuses was celebrated by The Northern Echo in January.
Read the full article here.

‘Triple green success for Roythornes’

Peterborough Telegraph, January 2025

Longstanding iiE members Roythornes Solicitors have also received plaudits for their dedication to sustainably. In December, the Peterborough Telegraph reported how the national law firm was listed in the prestigious Legal 500 Green Guide. This achievement was followed by wins at the iiE Awards and Peterborough Business Awards.
Read the full article here.

‘Paragon wins national award for sustainable gardening’

News and Star, October 2024

Paragon Veterinary Group made headlines in October when it won a prestigious national sustainable gardening award from the Royal Horticultural Society. The practice group was praised for its wildlife-friendly wellbeing gardens, which have counted towards the group’s Green iiE accreditation, noted Cumbria’s News & Star.
Read the full article here.

‘Cambridge & Counties Bank awarded Green iiE accreditation for ninth year in a row’

The Intermediary, May 2024

Mortgage and specialist finance magazine The Intermediary reported on Cambridge & Counties Bank’s Green iiE accreditation for the ninth year running in May. The article quoted Cambridge & Counties Bank’s Richard Bryan, who emphasised the important role financial institutions play in championing sustainability.
Read the full article here.

Getting the word out

Whether it is Bronze, Silver or Green, iiE accreditation is worth shouting about. But why stop at sharing your success on social media and your in-house blog? If you’re serious about reaching a wider audience, it pays to get media coverage.

In the marketing and PR business, this coverage, along with customer reviews, word of mouth, and third-party certification, is known as ‘earned media’. And not only is it a great way to make your good news go further, it’s also brilliant for boosting your brand’s profile and cementing your reputation as a green leader in your sector. Studies have shown that, in the long run, this enhanced brand perception can also lead to increased sales by attracting new customers and clients.

Your big news doesn’t have to be a boast about your recent iiE accreditation or winning a coveted award. It could be a fantastic environmental innovation or a social-impact initiative benefiting your local community. Or perhaps your team has volunteered on a conservation project as part of your organisation’s wider efforts to earn a higher accreditation level. Whatever it might be, bear in mind the pitfalls of greenwashing before publicising your work and achievements (read our guide to avoiding greenwashing here).

A persuasive press release sent to journalists and news editors can get your sustainability success story noticed. But unless you’re a PR professional, knowing how to write one can be daunting – which is why we’ve created this step-by-step guide:

1. Know your audience

Research pays dividends when it comes to getting positive publicity, so take time to identify media outlets that are likely to pick up your story, and tailor your press release to their audiences. A local newspaper will probably jump at a good-news story about a local business. On the other hand, a national publication – unless it’s a professional journal or trade magazine covering your sector – probably won’t.

2. Nail your story

Editors and journalists are looking for ‘newsworthy’ stories, so think of your press release as a pitch. Your big news, a compelling ‘angle’, and a reason to read on need to be obvious in the headline, standfirst, and opening sentence.

A good press release should read like a news story. Keep it succinct and to the point. Start with a summary of the important facts – the what, where and when – and build up to the how and why. Leave relevant background info and calls to action (if applicable) to the end, and keep jargon and technical language to a minimum.

Ideally, the body of your press release should be no longer than an A4 page.

3. Quotes and photos

A quote from a named spokesperson in your organisation, preferably a senior manager or project leader, is helpful. But bear in mind, it must add to what has already been said – not just repeat it. Avoid clichés and inauthentic corporate speak; readers want to hear from a human.

Journalists want photos, too. Few local media outlets have the luxury of a full-time photographer nowadays – so get your best snapper on the job. Browse your local paper or news website to get an idea of the images they require: usually smiling faces in well-lit places, sustainability in action… photos that will help tell your story.

4. Hold the press

Once you have secured approval from management and other stakeholders, it’s time to press send. Some local media publishers have online forms for submitting stories. However, your story is more likely to appear in print – or feature prominently on a news website’s home page – if it is pitched directly in an email to individual journalists and editors.

Include your attention-grabbing headline in the subject line, and be sure to include the unformatted text of your press release in your email. In your introductory message, let the journalist know you’ve attached it as a document too, along with a small selection of high-resolution photos to accompany your story.

5. Follow up

Don’t be downhearted if you don’t hear back from the journalist or editor immediately. You can follow up with a friendly phone call a few days later to check they have received your press release. They may want more information to add to their write-up of your story.

If your press release has been successful, and your story gets published, let your team and social media followers know about it. They will probably be just as excited as you! And don’t forget to tag Investors in the Environment.