Oct 1, 2007 Sick of dubious press coverage asking if the PR industry can really green up its act? Us, too. But two recent articles are answering this question with a resounding "yes."

Green-business expert and trend-blogger Joel Makower writes that "the world of public relations has discovered green with a vengeance," citing the launch of new sustainability practices at PR giants Fleischman-Hillard and GolinHarris, among other industry players. Why now?

The greening of P.R. reflects a newfound reality: It's now safe, or at least safer, for companies to tell their good, green stories.

Makower says that image-boosting sustainability rollouts from GE and Wal-Mart have paved the way for other companies to "talk about their walk" prompting PR firms to sprout new services to help communicate their green messages.

An article in today's Independent tells the story of "ethical advertising" agencies that have built their entire businesses around green brand communications. These agencies walk their talk, thoroughly vetting potential clients before taking on new accounts. The very fact that these agencies can afford to pick and choose demonstrates a growing demand for green marketing and a growing pool of companies that meet their green criteria.

The bottom line is, PR is greening up its act in tandem with the companies they represent. As consumer demand for sustainable business practices grows, so too does the demand for accurate, transparent brand communications that show how far these companies have come.

What do you think? Post your comments below!