Environmental Public Relations Comes of Age

With the direct and indirect costs of fossil-fuel-based energy climbing, the world is poised for a sea change in energy production and consumption. This landscape is ripe for good stories creating great opportunities for environmental public relations specialists. Environmental public relations pros have developed specialties and focus on clean technology and the clean-tech supply chain, branding and publicizing products and services that offer promise to a world focused on getting new energy production and conservation solutions developed and deployed. Environmental PR experts have been enlisted by energy producers such as companies creating energy from wind, photovoltaic, geo- or ocean-thermal technologies gain the media attention they deserve. At the same time, environmental PR pros recognize the important supply chain that either helps such companies function or fulfills other critical roles in the production and conservation arenas -- that supply chain is no less deserving of media attention. In evaluating environmental public relations firms or professionals, you should be sure that they possess the ability to: - Explain complex problems to a skeptical public - Assist in managing tough environmental conflicts - Educate the public - Develop constituencies to support projects and policies - Research and market environmental technologies, goods and services In addition, they should make use of a multi-channel approach to getting your company’s message out by embracing the following disciplines: - Marketing - Advertising - Reputation Management - Public Information - Issues Management - Media Relations - Public Education - Strategic Planning The problems impacting our environment are likely to be with us for some time, making this an exciting time for those engaged in environmental public relations.