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	<title>SHIFTid &#187; credibility</title>
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	<link>http://www.thinkshiftcom.com/blog</link>
	<description>Thinkshift blog on communications &#38; sustainability</description>
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		<title>How Bad Comparisons Kill Credibility</title>
		<link>http://www.thinkshiftcom.com/blog/2010/07/28/how-bad-comparisons-kill-credibility/</link>
		<comments>http://www.thinkshiftcom.com/blog/2010/07/28/how-bad-comparisons-kill-credibility/#comments</comments>
		<pubDate>Wed, 28 Jul 2010 18:42:56 +0000</pubDate>
		<dc:creator>Sandra Stewart</dc:creator>
				<category><![CDATA[Credibility Quotient]]></category>
		<category><![CDATA[green marketing]]></category>
		<category><![CDATA[credibility]]></category>
		<category><![CDATA[environment]]></category>
		<category><![CDATA[greenwashing]]></category>

		<guid isPermaLink="false">http://www.thinkshiftcom.com/blog/?p=487</guid>
		<description><![CDATA[A recent New York Times report notes that Growth Energy, an ethanol advocacy group, has blanketed the subway station closest to the U.S. Capitol with  ads saying “No beaches have been closed due to  ethanol spills” and calling ethanol “America’s clean fuel.” The article goes on to dispute that claim with a pile [...]]]></description>
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		<slash:comments>0</slash:comments>
		</item>
		<item>
		<title>Three Key Elements in Supporting Green Claims</title>
		<link>http://www.thinkshiftcom.com/blog/2010/05/24/three-key-elements-in-supporting-green-claims/</link>
		<comments>http://www.thinkshiftcom.com/blog/2010/05/24/three-key-elements-in-supporting-green-claims/#comments</comments>
		<pubDate>Mon, 24 May 2010 19:05:51 +0000</pubDate>
		<dc:creator>Sandra Stewart</dc:creator>
				<category><![CDATA[Credibility Quotient]]></category>
		<category><![CDATA[green marketing]]></category>
		<category><![CDATA[credibility]]></category>
		<category><![CDATA[greenwashing]]></category>
		<category><![CDATA[support for claims]]></category>

		<guid isPermaLink="false">http://www.thinkshiftcom.com/blog/?p=467</guid>
		<description><![CDATA[We touch on support for claims in this blog with some regularity—it&#8217;s a key factor in communications credibility (and thus the Thinkshift Credibility Quotient™). But with BP&#8217;s epic greenwashing staring us in the face every day (remember the green oil company? beyond petroleum?), the credibility of green claims generally may be more suspect than ever. [...]]]></description>
		<wfw:commentRss>http://www.thinkshiftcom.com/blog/2010/05/24/three-key-elements-in-supporting-green-claims/feed/</wfw:commentRss>
		<slash:comments>0</slash:comments>
		</item>
		<item>
		<title>Accuracy Is Essential (That&#8217;s Not As Obvious As You&#8217;d Think)</title>
		<link>http://www.thinkshiftcom.com/blog/2010/04/30/accuracy-is-essential/</link>
		<comments>http://www.thinkshiftcom.com/blog/2010/04/30/accuracy-is-essential/#comments</comments>
		<pubDate>Fri, 30 Apr 2010 21:57:09 +0000</pubDate>
		<dc:creator>Sandra Stewart</dc:creator>
				<category><![CDATA[Credibility Quotient]]></category>
		<category><![CDATA[communications strategy]]></category>
		<category><![CDATA[branding]]></category>
		<category><![CDATA[credibility]]></category>
		<category><![CDATA[greenwashing]]></category>
		<category><![CDATA[marketing]]></category>

		<guid isPermaLink="false">http://www.thinkshiftcom.com/blog/?p=447</guid>
		<description><![CDATA[Accuracy is essential to credibility. Duh, right? Yet organizations miss the accuracy boat all the time. And even one or two innocuous slip-ups can cast doubt on everything you say.
Just look at the &#8220;climategate&#8221; kerfuffle, where a few questionable (stolen) e-mails between scientists were taken to indicate rot at the heart of all their work. [...]]]></description>
		<wfw:commentRss>http://www.thinkshiftcom.com/blog/2010/04/30/accuracy-is-essential/feed/</wfw:commentRss>
		<slash:comments>0</slash:comments>
		</item>
		<item>
		<title>More Transparent Transparency?</title>
		<link>http://www.thinkshiftcom.com/blog/2010/02/25/more-transparent-transparency/</link>
		<comments>http://www.thinkshiftcom.com/blog/2010/02/25/more-transparent-transparency/#comments</comments>
		<pubDate>Thu, 25 Feb 2010 18:15:43 +0000</pubDate>
		<dc:creator>Carolyn McMaster</dc:creator>
				<category><![CDATA[green marketing]]></category>
		<category><![CDATA[credibility]]></category>
		<category><![CDATA[greenwashing]]></category>
		<category><![CDATA[sustainability]]></category>

		<guid isPermaLink="false">http://www.thinkshiftcom.com/blog/?p=403</guid>
		<description><![CDATA[Greener World Media&#8217;s State of Green Business 2010 report is out, and, as it did last year, this excellent report drives home the need for companies to communicate credibly and completely about their sustainability efforts and back up green claims with relevant information.
One reason is &#8220;radical transparency&#8221;—people are using Twitter, Facebook and other social media platforms [...]]]></description>
		<wfw:commentRss>http://www.thinkshiftcom.com/blog/2010/02/25/more-transparent-transparency/feed/</wfw:commentRss>
		<slash:comments>0</slash:comments>
		</item>
		<item>
		<title>World&#8217;s Best Opinion, Right Here</title>
		<link>http://www.thinkshiftcom.com/blog/2010/02/23/worlds-best-0pinion-right-here/</link>
		<comments>http://www.thinkshiftcom.com/blog/2010/02/23/worlds-best-0pinion-right-here/#comments</comments>
		<pubDate>Wed, 24 Feb 2010 06:00:15 +0000</pubDate>
		<dc:creator>Sandra Stewart</dc:creator>
				<category><![CDATA[Credibility Quotient]]></category>
		<category><![CDATA[green marketing]]></category>
		<category><![CDATA[communications]]></category>
		<category><![CDATA[credibility]]></category>
		<category><![CDATA[greenwashing]]></category>
		<category><![CDATA[marketing]]></category>
		<category><![CDATA[provable claims]]></category>

		<guid isPermaLink="false">http://www.thinkshiftcom.com/blog/?p=395</guid>
		<description><![CDATA[Sometimes I imagine all the companies claiming to be the &#8220;the world leader,&#8221; &#8220;best,&#8221; &#8220;greenest,&#8221; and most whatever having a smackdown in some sort of marketing Thunderdome to see who&#8217;s really on top. OK, so I&#8217;m a communications geek. But the point remains: almost certainly, none of these companies is the ultimate, and if any [...]]]></description>
		<wfw:commentRss>http://www.thinkshiftcom.com/blog/2010/02/23/worlds-best-0pinion-right-here/feed/</wfw:commentRss>
		<slash:comments>0</slash:comments>
		</item>
		<item>
		<title>Matching Mouth to Money</title>
		<link>http://www.thinkshiftcom.com/blog/2010/02/14/matching-money-with-mouth/</link>
		<comments>http://www.thinkshiftcom.com/blog/2010/02/14/matching-money-with-mouth/#comments</comments>
		<pubDate>Mon, 15 Feb 2010 03:51:49 +0000</pubDate>
		<dc:creator>Sandra Stewart</dc:creator>
				<category><![CDATA[Miscellaneous]]></category>
		<category><![CDATA[green marketing]]></category>
		<category><![CDATA[sustainability]]></category>
		<category><![CDATA[business]]></category>
		<category><![CDATA[credibility]]></category>
		<category><![CDATA[environment]]></category>

		<guid isPermaLink="false">http://www.thinkshiftcom.com/blog/?p=390</guid>
		<description><![CDATA[The phrase &#8220;put your money where your mouth is&#8221;  has been coming up a lot here lately—in part due to our work with New Resource Bank, which lets sustainability-minded businesses, nonprofits, and individuals do just that, and in part due to our decision to join 1% for the Planet.
If you&#8217;re not familiar with it, 1% [...]]]></description>
		<wfw:commentRss>http://www.thinkshiftcom.com/blog/2010/02/14/matching-money-with-mouth/feed/</wfw:commentRss>
		<slash:comments>0</slash:comments>
		</item>
		<item>
		<title>The Upside of Transparency: Why It&#8217;s Worth the Risk</title>
		<link>http://www.thinkshiftcom.com/blog/2010/01/27/the-upside-of-transparency-why-its-worth-the-risk/</link>
		<comments>http://www.thinkshiftcom.com/blog/2010/01/27/the-upside-of-transparency-why-its-worth-the-risk/#comments</comments>
		<pubDate>Wed, 27 Jan 2010 18:38:42 +0000</pubDate>
		<dc:creator>Sandra Stewart</dc:creator>
				<category><![CDATA[Credibility Quotient]]></category>
		<category><![CDATA[communications strategy]]></category>
		<category><![CDATA[green marketing]]></category>
		<category><![CDATA[sustainability]]></category>
		<category><![CDATA[universities]]></category>
		<category><![CDATA[credibility]]></category>
		<category><![CDATA[environment]]></category>

		<guid isPermaLink="false">http://www.thinkshiftcom.com/blog/?p=384</guid>
		<description><![CDATA[Current talk about the Obama Administration&#8217;s trouble with transparency reveals a strong parallel with sustainability-oriented businesses: it&#8217;s easy (and sounds so nice) to say you&#8217;re committed to transparency; try to deliver on that promise and you&#8217;re likely to encounter walls of uncertainty, fear, and bureaucratic resistance.
When transparency means revealing unfavorable or unflattering information (and it [...]]]></description>
		<wfw:commentRss>http://www.thinkshiftcom.com/blog/2010/01/27/the-upside-of-transparency-why-its-worth-the-risk/feed/</wfw:commentRss>
		<slash:comments>0</slash:comments>
		</item>
		<item>
		<title>If &#8216;Greener Than Thou&#8217; Doesn&#8217;t Work, What Does?</title>
		<link>http://www.thinkshiftcom.com/blog/2010/01/25/if-greener-than-thou-doesnt-work-what-does/</link>
		<comments>http://www.thinkshiftcom.com/blog/2010/01/25/if-greener-than-thou-doesnt-work-what-does/#comments</comments>
		<pubDate>Tue, 26 Jan 2010 00:48:30 +0000</pubDate>
		<dc:creator>Carolyn McMaster</dc:creator>
				<category><![CDATA[green marketing]]></category>
		<category><![CDATA[behavior change]]></category>
		<category><![CDATA[communications]]></category>
		<category><![CDATA[credibility]]></category>
		<category><![CDATA[messaging]]></category>

		<guid isPermaLink="false">http://www.thinkshiftcom.com/blog/?p=374</guid>
		<description><![CDATA[A recent piece in the New York Times reveals that living green is driving couples into therapy when one half of the couple is greener than the other. One partner might sneak unsustainably produced meals, set the thermostat too high or drive too much—chiding and guilt ensue. If it goes on long enough, the happy [...]]]></description>
		<wfw:commentRss>http://www.thinkshiftcom.com/blog/2010/01/25/if-greener-than-thou-doesnt-work-what-does/feed/</wfw:commentRss>
		<slash:comments>0</slash:comments>
		</item>
		<item>
		<title>How Sloppy Presentation Kills Credibility</title>
		<link>http://www.thinkshiftcom.com/blog/2010/01/17/how-sloppy-presentation-kills-credibility/</link>
		<comments>http://www.thinkshiftcom.com/blog/2010/01/17/how-sloppy-presentation-kills-credibility/#comments</comments>
		<pubDate>Mon, 18 Jan 2010 03:52:02 +0000</pubDate>
		<dc:creator>Sandra Stewart</dc:creator>
				<category><![CDATA[Credibility Quotient]]></category>
		<category><![CDATA[marketing]]></category>
		<category><![CDATA[branding]]></category>
		<category><![CDATA[communications]]></category>
		<category><![CDATA[credibility]]></category>
		<category><![CDATA[design]]></category>
		<category><![CDATA[Websites]]></category>

		<guid isPermaLink="false">http://www.thinkshiftcom.com/blog/?p=371</guid>
		<description><![CDATA[Organizations tend to extremes when it comes to the presentation aspect of marketing communications. Some obsess on it to the point of overlooking other important needs—like having something compelling to present. But many others seem to believe, like the woman who went to an executive job interview in flip-flops (true story), that people will dig [...]]]></description>
		<wfw:commentRss>http://www.thinkshiftcom.com/blog/2010/01/17/how-sloppy-presentation-kills-credibility/feed/</wfw:commentRss>
		<slash:comments>0</slash:comments>
		</item>
		<item>
		<title>How to Spot Greenwash</title>
		<link>http://www.thinkshiftcom.com/blog/2009/11/05/how-to-spot-greenwash/</link>
		<comments>http://www.thinkshiftcom.com/blog/2009/11/05/how-to-spot-greenwash/#comments</comments>
		<pubDate>Thu, 05 Nov 2009 19:33:16 +0000</pubDate>
		<dc:creator>Carolyn McMaster</dc:creator>
				<category><![CDATA[green marketing]]></category>
		<category><![CDATA[communications strategy]]></category>
		<category><![CDATA[credibility]]></category>
		<category><![CDATA[greenwashing]]></category>

		<guid isPermaLink="false">http://www.thinkshiftcom.com/blog/?p=312</guid>
		<description><![CDATA[It can be easy to spot greenwashing when others are doing it, but often it&#8217;s harder to know how your own communications will stack up under scrutiny. One reason can be that you&#8217;re so close to the material you can&#8217;t see the problems. Here are four key symptoms we look for in a Thinkshift Credibility [...]]]></description>
		<wfw:commentRss>http://www.thinkshiftcom.com/blog/2009/11/05/how-to-spot-greenwash/feed/</wfw:commentRss>
		<slash:comments>1</slash:comments>
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