As environmental reporters decline -- as a direct result of media economics -- national business journalists will need to step up to cover the business side of the story. To help describe how companies are saving money, becoming more responsible for their actions, and earning the respect of their customers.

We need case studies, exposes, an understanding of legistlative-industry relations and other topics that can shed light on genuine progress.

It probably should become more of a business story anyway if there is any hope of preventing it from a severe reverse -- from "the sky is falling" to "that was just a fad."

With the likely long-term downturn in the economy, public interest and understanding in all-things green will likely wane and business reporters may be the last line of defense.

Darren Shuster
3rdplanetpr.com &
popculturepr.com