A growing focus on environmentalism among government agencies, corporations, non-profits and the general public has necessitated a turn to the practice of environmental advocacy in all of its forms, including public relations practice, persuasive messaging, and social marketing. As scientists, public policy experts, and NGOs seek influence on issues of climate change, wildlife conservation, air pollution, and the health of oceans, they are turning to professional communication practices in order to best engage with publics and policymakers. Environmental Advocacy and Public Relations provides students with both a theoretical understanding of environmental public relations and the tools with which to apply this knowledge. This includes hard skills such as a green op-ed writing, eco feature writing, publicity tactics including news releases, the art of interviewing for television and video, and social media acumen. This text meets a growing needs for understanding environmentalism within media and communication. Unlike standard public relations texts, Environmental Advocacy and Public Relations integrates theories from environmentalism and ecology. It also recognizes the uniqueness of media tactics designed for green policy debates and social marketing. Finally, it emphasizes 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. Pedagogical features Case studies Key concepts/terms Discussion questions Tactical PR activities and examples Experiential activities (opportunities for students to engage with the natural world in their own communities to better understand the issues they are studying. For example, a visit to a waterfront revitalization, an urban planning site, or an industrial clean-up area.)
Derek Moscato is associate professor in journalism and public relations at Western Washington University. He is a research fellow with the Border Policy Research Institute and the Page Center for Integrity in Public Communication. Moscato's research exists at the confluence of global media, ecology, and persuasion. He teaches classes in journalism, writing, public relations, and public diplomacy. These include environmental public relations, public diplomacy and nation branding, feature writing, Arctic media and diplomacy, and the Salish Sea Community Seminar.
Introduction Chapter 1: Historic Milestones and Trailblazers Chapter 2: Opinion Leadership Chapter 3: Public Relations and Advocacy Chapter 4: Persuasion and Visual Rhetoric Chapter 5: Ethics Chapter 6: Public Scoping and Engagement Chapter 7: Media Relations Chapter 8: Advanced Writing and Visual Tactics Chapter 9: Digital Environmentalism Chapter 10: Corporate Social Responsibility Chapter 11: Community, Accessibility, and Diversity Chapter 12: International Communication Chapter 13: Greening the Field: Communication and Sport Chapter 14: Populism References Index About the Author
