Perry Goldschein

Oops. The effort to green your company—both internally and for the whole world (well, prospective world that is) to see—was going so well. Then a blogger caught you in a little lie that he was only too happy to broadcast to that same world as “greenwashing.” Potential crisis is around the corner. What to do? “In the Internet world, it’s almost impossible to keep things under wraps,” says Perry Goldschein, the managing director of SRB Marketing in Denville, N.J., and author of “Conscious Clicks™: A Guide to eMarketing for People, Planet & Profit.” He continues, “Either you’re going to roll with it, or fight

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