Environmental Strategic Communication: Advocacy, Persuasion, and Public Relations

Environmental advocacy is becoming increasingly important as government agencies, corporations, non-profits, and the public prioritize environmental issues. This has led to a need for professional communication practices in order to engage with publics and policymakers. Environmental Advocacy and Public Relations provides students with a theoretical understanding of environmental public relations and the tools to apply this knowledge. It integrates theories from environmentalism and ecology, recognizes the uniqueness of media tactics designed for green policy debates, and emphasizes the agency of activist organizations like Greenpeace and the Sierra Club. The text also includes case studies, key concepts/terms, discussion questions, tactical PR activities, and experiential activities to engage students with the natural world.

Format: Hardback
Length: 256 pages
Publication date: 15 December 2023
Publisher: Rowman & Littlefield

Environmental advocacy has become increasingly important across government agencies, corporations, non-profits, and the general public, driven by a growing focus on environmental issues. This has led to the adoption of various forms of environmental advocacy, including public relations practice, persuasive messaging, and social marketing. Scientists, public policy experts, and non-governmental organizations (NGOs) are seeking influence on climate change, wildlife conservation, air pollution, and the health of oceans, and are turning to professional communication practices to engage with publics and policymakers effectively.

Environmental Advocacy and Public Relations is a course designed to provide students with a comprehensive understanding of environmental public relations and the skills to apply this knowledge. The course covers a range of topics, including green op-ed writing, eco feature writing, public relations tactics such as news releases, the art of interviewing for television and video, and social media acumen. It also integrates theories from environmentalism and ecology, recognizing the uniqueness of media tactics designed for green policy debates and social marketing.

One of the key features of the course is its emphasis on the agency of activist organizations like Greenpeace and the Sierra Club, which are central players in policy debates and warrant larger billing than they are often afforded in traditional PR and strategic communication textbooks. The course includes case studies and key concepts/terms to help students understand the complexities of environmental advocacy and public relations. Discussion questions and tactical PR activities and examples are also provided to help students apply their knowledge in real-world situations.

In addition to the theoretical aspects of the course, Environmental Advocacy and Public Relations offers experiential activities that allow students to engage with the natural world in their own communities. These activities are designed to help students better understand the issues they are studying and to develop practical skills for environmental advocacy and public relations. For example, students may participate in community clean-up events, attend environmental conferences, or conduct research on environmental issues in their local area.

Overall, Environmental Advocacy and Public Relations provides students with the knowledge and skills they need to become effective advocates for environmental issues and to contribute to the development of sustainable policies and practices. The course is relevant to a wide range of professions, including media and communication, public policy, environmental science, and activism, and is designed to equip students with the tools they need to make a positive impact on the world.

Dimension: 229 x 152 (mm)
ISBN-13: 9781538152287