By: Beth Kneisler, Account Assistant, Leonard & Finco Public Relations, Inc.

April 22, 2010 marks the 40th anniversary of Earth Day. What was first started as a day of awareness has turned into a day of marketing and promotions. Think of virtually any company and chances are you’ll find that they’re doing something during Earth Week. While “going green” during this week is important, all too often companies forget the importance of being eco-friendly throughout the entire year.

Being “green” has turned into a global movement and from what I’ve seen, people like to support companies who strive to be as eco-friendly as possible each and every day. By doing this, you’re not only helping out our planet, but you’re getting to the very core of good marketing-standing out in a positive manner! If the only “green” promotion or initiative your company does is on Earth Day, you really aren’t doing anything different from everyone else.

How do I know this? After this week, I won’t remember the free gadget or percentage-off coupon I received from a store. Instead, I’ll be thinking about, for example, the local company who throughout the year is working to bring back an endangered species, the companies that have joined together to help clean the river, and the business that is producing eco-friendly products.

Operating in an environmentally-friendly manner is creating goodwill at its finest and it’s a wonderful way to garner PR for your company throughout the entire year. Many people have the mindset that media aren’t interested in “green” stories anymore since that angle has been covered so much, but this is not the case. What the media wants to hear about are the companies that are seriously working hard throughout the entire year at reducing their carbon footprint.

So what does your company do throughout the year for the environment? I’d love to hear your answers! Remember, if you’re answer is, “We’re giving away free cups of coffee in eco-friendly cups on Earth Day,” you might want to re-think your “green” initiatives.