Literature Review

The climate change debate in Public Relations

Climate change has been a severe cause of concern across generations and one of the most critically debated topics of all time. However, it has still not gained the kind of momentum that it requires, both on organizational and community levels. On the other hand, if one has to look at the manner in which it is being publicized by communications and public relations professionals, (on the behalf of their corporate clients- some of who are themselves responsible for increasing environmental imbalance) there is still a long way to go.

The Holmes Report (The Climate Change PR Disaster, 2013 by Bob Pickard) made a note of the fact that, “Getting the whole world to believe and behave differently is a tall order, but that’s what PR people do every day in the service of multinational corporations.

Global warming should be a ‘call to arms’ for the PR profession, because they’re supposed to be better than anyone at the mastery of persuasion that’s so conspicuously lacking from existing climate change communications.”

Besides, if the mainstream media outlets are looked at, the issue of global warming has not gathered intensive coverage. For instance, Pickard’s article also depicts this Google Trends graph, which shows the decreasing interest levels of the general public about this issue.

On the other hand, if awareness through social media is considered, “the coverage and conversations that do occur lack ample alarm given the potential enormity of the consequences for future generations.”

Pickard’s article also states that “There has been so much banal publicity concerning climate change in recent years that bland stories within the segment have become part of a routinized ‘new normal.’

The topic seems to have been ‘demoted’ in terms of editorial placement priority, with lower prominence and fewer reporting resources. There’s an unfortunate irony here of course, because on one hand while climate coverage has become common and the subject is famous, thematically it is highly repetitive and stale with limited news value.”

This point is reiterated in Robert Wynne’s article, “The Public Relations Debate About Global Warming Heats Up,” for Forbes (2014) where he suggests that multinational corporations and media organizations have tactfully dealt with this issue by continuing to drive profits out of an already exploited natural resource base. “Powerful funders deny scientific findings about global warming and raise public doubts about the roots and remedies of this massive global threat.”

According to Wynne’s report, some of the major ways in which this happens are-

- By attacking the science of global warming or the motives of scientists

- By claiming the rise in earth’s temperature is “natural”

- By convincing the media into conducting debates on both sides without even arriving at the desired conclusion

His article further elaborates on how corporates, government authorities and media companies have “raised doubts about the basic validity of what is, essentially, a settled scientific truth.” “Their efforts have been to block laws that would require them to retrofit or modify their facilities or to pay additional taxes on pollution while promoting a sense of doubt in the public’s mind.”

He gives examples of corporates such as Coca-Cola and Nike who have not regulated their production even after admitting to the fact that global warming is one of the major threats to their business expansion. More so, organizations such as Shell (oil industry company) and Deutsche Bank have started new businesses in the name of spreading more awareness about climate change.

Finally, Wynne’s article also throws light upon how major news outlets showcase news about climate change but lack the sense of urgency, which is needed. It also shows how there is no unity among scientists and subject matter experts.

“97% of all scientists think there might be a link between man-made activities and global warming, but there’s no "real consensus" on this issue.”

Moreover, The Guardian’s report [World’s top PR companies rule out working with climate deniers, (4 August 2014)] by Suzzane Goldenberg and Nishad Karim says that “Some of the world’s top PR companies have for the first time publicly ruled out working with climate change deniers. They will not represent clients who deny man-made climate change, or take campaigns seeking to block regulations limiting carbon pollution. Companies include WPP, Waggener Edstrom (WE) Worldwide, Weber Shandwick, Text100, and Finn Partners.”

The report further elaborates on the entire debate about how PR agencies are responding to the global warming challenge posed to their clients. On one hand, where some have been busy printing money from a client base of big energy companies, others have outrightly denied working for a client who neglects climate change or a threat posed by it.

The report has also elucidated on the fact PR professionals are trusted insiders who can have a large influence in shaping the image of the companies they represent. However, there are organizations who still refuse to comment on the risks related to climate change.

While the Guardian’s and Forbes’s reports focus more on how the public relations industry is reacting to the issue of global warming, The Holmes Report questions the larger picture by digging into the reasons behind why and how this situation is not handled properly; whether it is by the scientists, public relations agencies, corporates or the general public alone. “Humans aren’t ‘wired’ to notice small changes over a long period. But unless or until those things all happen constantly in an unprecedented way, there will be a ‘wishful thinking’ tendency to hope that these are normal climate fluctuations. Even if people become concerned about climate change and think it is important, they may lack efficacy regarding what can be done. Certainly, the lack of efficacy seems overwhelming, and this won’t change so long as climate change is communicated so badly,” the report states.

On the other hand, humans are becoming engrossed in their own lives today, more than ever. Given the way in which social media and other forms of technology have taken over, it will be impossible to reverse back to the times when humans felt more strongly about certain causes rather than showcasing it on the internet first.

Irrespective of these facts, there are climate scientists who publicize their opinion about this issue but it still doesn’t seem to be enough for making a huge impact. “It looks like the academics and scientists are doing their level best, but it is simply not going to be enough unless the world’s corporate communications community – especially the PR industry – is somehow mobilized.” It is true that climate change cannot be taken care of only by a single entity- be it an organization, a country or a whole continent- but, it can only become possible if people are mobilized on a community level. Clearly, public relations will turn out to be highly effective in this scenario and has got enormous scope lying within.

Pickard’s report also states that “There is almost complete absence of the world’s top public relations leaders in the discussion. In some cases, their lack of engagement could have something to do with their portfolio of ‘carbon-rich accounts’. But with most energy companies starting to engage more openly in the global warming dialogue, there’s no reason why most PR professionals can’t start communicating with conviction on climate change.”

To add on to this, public relations as an industry can play an indispensable role in influencing public opinion about climate change while creating the desired difference in society. By applying their experience and knowledge, PR professionals can certainly generate awareness and activism among audiences. By crafting engaging content, connecting communities and creating conversations; climate change communications can climb a new ladder and be more impactful. Nevertheless, social media- a great tool that it is- can continue to centrally function while inspiring and persuading like never before.

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This is a college assignment on the climate change debate in Public Relations highlighting how climate change; even after being a severe cause of concern isn't getting the public attention that it needs.