How can the PR industry be better at communicating the climate emergency?

With COP26 fresh in our minds, the climate emergency is a herculean task that requires a joint effort from every business, brand, individual, government, builder, baker and candlestick maker. So how can the PR and comms industry play a greater role in driving change?

The legendary Sir David Attenborough said ‘saving our planet is now a communications challenge‘. Finding ways to educate on greener lifestyle practices relies on the storytelling skills of communications professionals.

For PR practitioners the idea of a client who has green credentials is extremely marketable. The problem arises when these marketable ideas twist the truth and become ‘greenwashing’. This has led to our biggest challenge – helping others to understand what is, and what isn’t good for our environment. After years of miscommunication, communicators have played a big part in creating a cloud of confusion and it is now our collective responsibility to make it right.

Businesses are also understanding the importance of open and authentic communication. In today’s world, there is nowhere to hide. If you’re a brand that exploits others and harms the natural environment, you will be called out. Despite this, cancel culture doesn’t seem to affect brands as much as it does individuals; a new Forrester report found that 54% of marketing executives believe ‘boycotts’ don’t actually affect sales.

So what does it take? I believe it will take a long time for large corporate brands to make real tangible change. All the time they are paying comms agencies big bucks to show the world all the ‘good’ they are doing. The cycle then continues. And somehow it doesn’t feel right anymore representing these brands.

At The Comms Bar we believe in representing clients that have the best interest of the planet at heart. If you are one of them, get in touch with us and let’s chat.