Today every sector, public and private, are feeling the pressure to do something green. Research clearly shows that consumers want to feel comfortable with the products they purchase and investors consider the soundness of a company’s reputation as a critical factor in their decision-making process. Even current or potential employees want work for a company they can stand behind and feel good about. However, as this story points out, going green may not be a good fit for every organization and the danger of a poorly conceived or inaccurately conveyed program can become a public relations nightmare. Companies must be prepared to demonstrate the authenticity of their green practices, actively seek the input of environmental advocates, and recognize that if they make a claim – be ready to verify and defend – especially among environmental bloggers and social media players – they will move quickly and en masse to attack the truthfulness of the program and the credibility of the company.