It’s PR that will turn COP’s good intentions into global inspiration and action

tw_commbrand_problemsolutions01

I got into the public relations (PR) industry because at its core, it’s about people and emotion. Great PR evokes emotion, and ultimately influences people to feel a lasting connection to a product, service, individual, business, organization, etc.

As COP 28 adjourns until 2024, I can’t help but reflect on the role my industry has played in both perpetuating and impeding progress in this space. In fact, it is PR that’s transformed the annual COP conference from a niche gathering of scientific experts into an event that brings together global leaders to shape the future of our planet.

Similarly, it’s PR that turned Greta Thunberg into a global icon who goes toe-to-toe with some of those same presidents and prime ministers that we saw at COP over the last two weeks.

At the same time, it’s PR that has served as cover for the fossil fuel industry for decades as they polluted the earth without refrain. It is the PR industry that contributes greatly to the growth of “greenwashing” as a strategy to mask the environmental impact of industries and governments today.

As an industry that is charged with shaping public opinion, the PR profession is presented with a unique opportunity to harness our persuasive power to defend science, promote truth, and catalyze positive change for the planet.

Here are some of the key ways PR companies and professionals can realize their impact in the climate debate:

  • Ditch the Doom and Gloom: The larger scientific community has decided that alarmism is the way to create widespread action on the climate. While I understand that we can’t continue to sugarcoat our environmental future, the bombardment of dire headlines and apocalyptic foreshadowings has largely driven communities to apathy instead of action. The PR world can have a large impact in injecting hope, action, and progress back into the conversation.

 

  • Find Opportunities for Conversion: In PR, it is our job to understand diverse, and sometimes conflicting, audiences. We are keen to find the nuances in messaging that can resonate with mass audiences. We know how to unite polar opposites, use words as profound tools of persuasion, and facilitate collective action, whether it’s buying a product or supporting a cause. When it comes to climate change, there is more time spent pointing fingers or quibbling over the basic facts then actually getting stuff done. Effective PR can be a source of alignment between vastly differing perspectives and lived experiences.

 

  • Tap into Emotion: For better or worse, people are largely inspired by their hearts, not their heads. Climate change experts and activists are prone to overload the public with mountains of data and studies, but in order to persuade the broader public into action, you need to appeal to emotion.

 

COP 28 marks a critical juncture – with the world coming together to develop and deliver the policies that will meaningfully mitigate climate change. Perhaps the missing agenda item was the essential role that PR and communications will play in making these testing and ambitious strategies a reality. After all, our ability to enact climate positive policies depends upon the attitudes of billions of people around the world – not just an elite few gathered in Dubai – and PR is best placed to inspire emotion and mobilise action.

Author: Client Director, Conor Douglass

More of what we've been up to

Milk & Honey News

Five lessons from ‘Black Myth: Wukong’ for compelling brand storytelling

In today’s digital age, where audiences are bombarded with information, the power of storytelling has never been greater or more crucial.  The current gamers’ game  – Black Myth: Wukong – stands out as a masterclass in engaging and enthralling millions around the world. This game is steeped in Chinese mythology and inspired by the classic Chinese tale, Journey to the West. It has

Milk & Honey News

Securing PR work experience and entry level roles 

Mena Patel-Work Experience (2 weeks) My name is Mena, and I am a 17-year-old A Level student who wants to specialise in either graphic design or interior design. I currently study art, psychology and geography and hope to gain experience for my future aspirations by doing my two weeks of

Kopie von Green Red Yellow Events Facebook Post
Latest News

Free webinar | The Countdown to CSRD

Is your company ready for the new CSRD? Intended to improve sustainability reporting overall, the law aims to increase the accountability of European companies and to introduce binding reporting standards in the EU for the first time. However, for many companies, navigating the maze of new regulations is challenging. This

Watercolor image of planet earth with a purple background
Milk & Honey News

High imPACT ― a year of purpose and progress

We know that time is running out to take action against catastrophic climate change ― and we know that business has to be part of the solution. It’s an understanding that inspired Milk & Honey to create the global imPACT division last year.  Milk & Honey is a B Corp

One world handmade poster featuring an image of the earth.
Latest News

Climate Week Conversations

Over the next few months, Milk & Honey will be attending a number of sustainability events. While it is easy to be sceptical of the noise around events like this. There are also lots of opportunities to drive new conversations, grow your network, be inspired and to learn.

A man stands in a white studio with a blue rectangle prop behind him.
Latest News

AI Reality Check

Burning Down The House. Reality: One might argue that the potential risks of artificial intelligence (AI) currently dominate the public discourse about it. According to the majority of popular narratives, AI is about to decide humanity’s fate by increasingly taking over people’s tasks and replacing human relationships with autonomous agents

People, Purpose, Planet 2024