PR Role in Catalysing Climate Crisis Action

In September 2020, naturalist, author, and broadcaster Sir David Attenborough started his Instagram account at 94 and set a record for the fastest to reach one million followers. His first message: “Saving our planet is now a communications challenge.” 

Sir David could not have hit closer home. 

Climate change conversations are getting louder and more urgent. While this growing drumbeat is the need of the hour, the challenge is to effectively communicate key messages over the din to mobilise action.

Who better to take up this “communication challenge” than public relations practitioners. With their expertise and skillsets, PR specialists are perfectly equipped to drive collaboration between various stakeholders to raise awareness and ensure the success of climate change mitigation efforts.

Working with governments and policymakers

The climate crisis is no longer an activist-driven discussion. It is no longer simply a cause to be talked about during events like the upcoming Earth Day (on 22 April). It is now, thankfully, on the agendas of governments and policymakers.  

In November 2021, the United Nations Climate Change Conference in Glasgow, COP 26, brought together global representatives to refine the details of the Paris Agreement and sign a new climate deal: theGlasgow Climate Pact. The agreement saw nearly 200 nations commit to limiting human-caused global warming to 1.5 degrees Celsius, ramping up efforts to cut harmful emissions, and aid developing countries most impacted by climate change.  

Closer home, the Government of India seemed determined to deliver on its Glasgow promise by addressing sustainability and climate change issues in its Union Budget for 2022-23. The Budget, leveraging the climate change agenda, has promised a low-carbon development strategy tied to job creation. It is also mentioned initiatives like accelerated adoption of electric vehicles that focus on sustainable living and energy transition.

For PR firms, now is the opportunity to support the government in amplifying its reach and helping it achieve positive outcomes. How? Communications experts can deploy their digital PR tools to craft compelling and impactful communication to improve public understanding of environmental issues. This understanding, in turn, can drive behaviour and mindset change, which are crucial for the implementation and uptake of policies and initiatives.

Given the huge target population and diverse demographic, PR advisors can leverage data and artificial intelligence to gather information, analyse needs, identify gaps, and measure impact to help government agencies roll out hyper-focused campaigns. 

And, of course, there is social media, which has now become the go-to information source for people in both urban and rural areas. Social media can be effectively used to disseminate information and clear misconceptions about climate change, especially around occasions like World Wildlife Day, Earth Hour, Earth Day, World Environment Day and so on. Involving local influencers and creating campaigns in regional languages could be instrumental in going beyond awareness and helping people understand the role they can play in solving the crisis. 

Backing brands

Businesses and industry can also act as key contributors in the climate crusade – the fact that consumers, collaborators, and investors are keenly aware of.  The call for businesses to increase their environmental, social and governance (ESG) performance is stronger than ever.

As brand consultants and credibility caretakers, it is essential that PR firms actively engage in climate change dialogues with their clients to advise and support them in their sustainability journey.  Part of this dialogue must include having honest, forward conversations with clients calling out greenwashing and outlining more purposeful and environmentally sensitive strategies. For example, Avian WE helped amplify the collaboration between Godrej & Boyce and World Wide Fund for Nature, in India, for their Magical Mangroves campaign that highlights the significance of mangroves conservation and urges citizens to join the conservation movement.

Recommendation: Sustainability is no longer a nice to have for brands, it’s a must, as consumer expect brands to be socially responsible. Consumers and B2B decision-makers surveyed for the latest WE Brands in Motion report, “The Bravery Mandate,” rated environmental sustainability as one of the top issues respondents wanted brands to address.

Media makeover

Working with the media is another great avenue for the PR industry to address the climate crisis. 

Desmond Tutu, former Archbishop of Cape Town, once said: “Twenty-five years ago, people could be excused for not knowing much, or doing much, about climate change. Today we have no excuse.”  Indeed, there is no excuse for turning a blind eye to a lack of information or disinformation. As one of the key sources for the media, PR firms can take it upon themselves to build authentic, human narratives around the urgency for climate action.   

Instances like the Australia bush fires or the pandemic or even key calendar dates like the upcoming Earth Day can be spotlighted to collaborate with the media in sharing information about global warming and environmental destruction and their heart-wrenching consequences. 

Practise what you preach 

Even as stakeholder sensitisation and collaborations take centre stage, PR leaders must walk the talk by internalising climate awareness and action. With tools like creativity, digital capabilities, and audience reach at their disposal, PR companies can create more environmental awareness with their people. This can include creating a sustainable practices task force at the workplace, encouraging, and even incentivising, their social media savvy workforce to be part of climate conversations, making climate ambassadors of woke and vocal employees, and bringing clients onboard awareness campaigns.

For instance, Avian WE launched #PooriTayyariHaiKya?, a social and behavioural change communications campaign in June 2021 to encourage Covid-19 appropriate behaviour. Employees shared over 200 social media posts including videos, trending reels, and memes that garnered over 40,000 in reach. Avian WE clients Koo, Fortis Mental Health, and COVID Action Collab also joined the campaign.

Be the change 

Climate change is real. It is happening. Now.

If we don’t connect the dots on climate change today, we may not have a tomorrow. Mitigation plans will come to fruition only when citizens view climate change as a major existential threat. As communication leaders feeling the direct impact of this phenomenon, it is the job of PR professionals to bolster awareness efforts and help catalyse action. 

Al Gore, former US Vice President, nailed it when he said: “Believe in the power of your own voice. The more noise you make, the more accountability you demand from your leaders, the more our world will change for the better.” The PR industry not only has a powerful voice, but it also has the means to amplify it. So, let’s get cracking. It’s time for action. It is time for attitude change against climate change. 

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