This is a great post from The Verteblog that shows the importance of having a clear communication strategy around your sustainability plan:
Newton Running has recently been featured in dozens of environmental and packaging blogs (yes, blogs about packaging) with a story about their cool, eco-friendly, molded pulp shoeboxes. The story reached a fever pitch with a re-post on treehugger.com.
One problem though, Newton never actually produced those shoeboxes.
Click here for the full story – http://theverteblog.com/2009/01/14/form-vs-function-and-pr-20/