American Airlines swaps old jets for newer, more fuel-efficient ones. Cruise line Royal Caribbean adjusts departure times to allow slower cruising speeds and save fuel. Energy Star appliances are hot sellers, and retailers are reducing their own energy consumption by installing basic building controls, such as programmable thermostats.

The ATC vignettes are short, but indicative that businesses are interested in how their colleagues -- and competitors -- are dealing with higher energy costs and consumer concerns about the climate.

Stories like these are no accident. NPR doesn't go through the phone book calling businesses to ask about their energy-saving efforts. Effective media relations outreach is most likely what put American Airlines, Boeing, Royal Caribbean and retailer Appliance Distributors Unlimited on prime-time national radio. These positive stories are a gold mine for the businesses that were covered, helping to position the companies as environmentally responsible and "green." Each vignette is about 90 seconds. Advertising like this just isn't for sale.

The program linked above was broadcast on 21 August, 2008.