ABSTRACT
Environmentally sound business practices and environmental achievements will bring the business and its products environmental credibility. Environmental credibility will be earned through years of hard work. This chapter introduces the cycle of inclusion as a process for shifting the focus of stakeholder co-operation from manipulation to dialogue. The establishment of a communication programme designed to improve environmental credibility is guided by selected corporate or product image factors. Internationalisation will present companies and their environmental communication with additional risks. The chapter analyses and conceptualises the environmental communication agenda of successful companies. The chapter also focuses on risk and crisis communication as a phenomenon peculiar to environmental issues. Communicating risks along with the company's environmental excellence generates credibility capital that ensures that an environmental crisis is not going to destroy the company's image. Perhaps proponents of corporate environmentalism should learn from direct marketing, which has proved to be an effective way of reaching people.
