Nice section in this week's Grand Rapids Business Journal about LEED certification and the growing practice of being a 'green' business.
Of particular interest to me is the article on B4 about the practice of "green washing," in which businesses claim to be environmentally pure, in contradiction to their actual business practices. As the article points out, some businesses see the whole green movement as another marketing effort. In other words, they are more concerned with greenbacks than green practices.
Again, this shows the importance of defining PR as building and maintaining mutually beneficial relationships. Operating by that definition will mean business are genuine in their green practices as they seek mutual benefit. If anyone tries to exploit environmental green just to gain monetary green, they are obviously one-sided. Consumers can also see the shadiness of their green claims.
It's an over simplification, but this issue shows the difference between marketing and PR.