4TC

The need for sustainability communication remains constant. Businesses must continue to walk the walk - articulate their sustainability goals, share progress, and engage stakeholders.  However - a shifting landscape that sees renewed focus on shareholder returns at any environmental cost, in the face of ever more compelling climate evidence, will make accusations of lip-service and greenwashing easier to make and ever-more prevalent. Good sustainability communication requires a system of checks and balances, an independent and external viewpoint, and a bank of experience to draw upon. With these in place, meaning, authenticity and clear benefit can be ensured and any potential risk minimised. #sustainability #sustainabilitycommunication

We've been working with the data centre sector for a number of years and the knee-jerk 'data centres bad' narrative - and the lack of research and understanding behind it - never fails to disappoint. In this case, the Commission for the Regulation of Utilities is trying to find the sweet spot where data centres contribute to, and support, the grid and renewable energy generation, while holding them accountable for their climate impact and allowing Ireland Inc to reap the economic benefit they create. Judging by some of the commentary you'd be tempted (again) to think that people haven't read or understood what's being proposed or - of course - that they've already made up their minds. #datacentres #renewableenergy #greendata

Community is at the heart of Echelon Data Centres' business - in Ireland and globally. We're please to be able to work with them on initiatives such as their multi-year partnership with Wicklow GAA - branded jerseys, naming rights to Echelon Park and support for development and youth initiatives. You can't have sustainability without community.

Earned media coverage is a keenly contested space – but you have to be in it to win it. Your brand story must contain the qualities of a genuine news story while also delivering on the business objectives of your organisation. Here's how we think you can hit that sweet spot... #PR #MediaRelations #Content

Working with the Irish ag sector, it's disappointing to see a platform being provided for a 'climate commentator' (read 'activist') as well as a number of environmental lobby groups, without giving the same platform to someone involved in the science of agricultural emissions reduction and the research and development of mitigation initiatives. The debate around GHG gases' warming potential measurement, and the 'circular' nature of biogenic methane, has been ongoing for years. What's not as widely communicated or acknowledged is that Ireland's biogenic methane emissions are overestimated by as much as 17% - which doesn't alter the 25% reduction target, but means that it's 25% of a smaller starting point. #ghgemissions #gwp100 #gwp* #biogenicmethane

Thought leadership is key in a sector that's experiencing surging demand, growing exponentially, navigating the challenge of securing renewable energy supply all while minimising environmental impact. We're pleased to work with Echelon Data Centres to demonstrate that leadership - here's a piece on data centre regionalisation as a direct consequence of AI-driven demand. #datacentres #AI #thoughtleadership

Well done to the Irish Independent - whether a slip of the keyboard, or the work of an inspired sub(versive)-editor, the idea that not only do we need Arctic lorries in the current weather conditions, but also that one of their number was not up to the challenge - that raised a January smile here at 4TC Towers.

Employee Ownership Trusts provide an ideal solution for the succession issues that many businesses face. They are incentivised in many countries, where they help secure jobs and reward both business owners and workers. In Ireland the tax system disincentivises EOTs. That needs to change if the new Government wants to pave the way for a vibrant new era of employee-owned businesses in Ireland. #EOTs #EmployeeOwnership #EmployeeEngagement https://lnkd.in/eAhEPwSr

PESO. No, not the Mexican currency (other latin american nations are available), the different types of media used by a half-decent media relations campaign. You know - paid, earned, social and owned. Because you'll always need to big up your earned (editorial) coverage, and sometimes you'll want to tell people stuff that's less news story and more important product benefits. We've been helping Spry Finance develop advertorials for the Irish Times - genuine stories from real customers who've used Spry's products to improve their quality of life. Good to look at, in keeping with the publication's style - engaging and appropriate. #laterlifefinance #lifetimemortgage

A regular part of our work with Echelon Data Centres is capturing 'Talking Heads' video content, in which one of the many talented and experienced Echelon people talk about their role and their journey - and why data centre infrastructure is at the heart of economic and societal growth. This video, featuring Carl Thorne, is a great example of why we do it and why it's so successful. #datacentres #greendata #sustainabledatacentres