LU 2 - Enviromental Communications Flashcards
Explain the field of environmental communication
The study of environmental communications help to prepare you to enter many professions were communication is the central entity. It is predicted that the green economy will create a massive new set of opportunities.
Environmental communication professionals are working in every sector of the economy. The field is becoming more and more important as the stakes have become greater and the tools for communicating more diverse.
The study of enviro,entail media has grown so rapidly that many consider it a distinct sub field.
Areas of study:
Research and the practice of communications fall into one of seven areas.
- Environmental rhetoric and social-symbolic construction of nature
It emerged as an early focus of the new field. Along with the related interest in how our language helps to construct or represent nature to us, this is one of the broadest areas of study. Studies of the persuasion of groups and individuals have given us rich insights into a wide range of practices aimed at influencing the publics views about the environment.
Studies of language and other symbolic forms have allowed scholars to probe the constitutive power of communication to shape our ideas and the meanings of nature and the environment that it invites. - Public participation in environmental decision making
When done well, public participation improves the quality and legitimacy of a decision and can lead to better results in terms of environmental quality. There are still barriers that prevent the meaningful involvement of citizens in decisions affecting their communities or the natural environment. - Environmental collaboration and conflict resolution
Dissatisfaction with some of the adversarial forms of public participation has led practitioners to explore alternative models of resolving environmental conflict. They draw inspiration from the successes of local communities that have discovered ways to bring disputing parties together.
At the center of these modes of conflict resolution is the ideal of collaboration, a mode of communication that invites stakeholders to engage in problem solving discussion rather than advocacy and debate. Collaboration is characterized as constructive, open, civil communication, generally as dialogue, a focus on the future, an emphasis on learning and some degree of power sharing and leveling of the playing field. - Media and environmental journalism
The study of environmental media has become its own subfield. The diverse research in the area focuses on ways in which the news, advertising, and commercial programs portray nature and environmental problems as well as the effect of different media on public attitudes. Subjects include the agenda setting role of news media and its ability to influence which issues audiences this about, journalist value of objectivity and balance in reporting and media framing or the way that the packaging of the news influences readers or viewers sense ,peaking and evokes certain perceptions and value.
Studies in environmental media are also beginning to explore online news and the role of social media in engaging environmental concerns. - Representations of nature in corporate advertising and popular culture.
The growing numbers of studies of how such popular culture images influence our attitudes or perceptions of nature and the environment. Scholars are mapping some of the ways in which I,ages in popular media sustain attitudes of dominance and exploitation of the natural world. - Advocacy campaigns and message construction
A growing area of study is the use of public education and advocacy campaigns by environmental groups, corporations and by climate scientists. Sometimes called social marketing, these campaigns attempt to educate, change attitudes and mobilize support for a specific course of action.
Scholars have used a range of approached in the study of advocacy campaigns. - Science and risk communication
There is a growing interest in public health and science communication. The study of environmental risks and communication about them to affect audiences.
Risk communication encompasses a range of practices.
Scholars have begun to look at the impact of cultural understanding of risk and the public judgement of the acceptability of a risk.
Define environmental communications
Environmental communication serves two different functions:
- Environmental communication is pragmatic
It educates, alerts, persuades and helps us to solve environmental problems. It is the instrumental sense of communication that probably occurs to us initially. It is the vehicle or means which we use in problem solving and is often part of the public education campaigns. - Environmental communication is constitutive
Embedded within the pragmatic role of language and other forms of symbolic action is a subtler level. Our communications about nature also help us construct or compose representations of nature and environmental problems as subjects for our understanding. Such communications invites a particular perspective, evokes certain values and thus creates conscious referents for our attention and understanding.
Communication as constitutive also assists us in defining certain subjects as problems. Such communication Orients our consciousness of the possibility of an abrupt shift in climate and it effects, it therefore constitutes, or raises, this possibility as a subject for our understanding. Finally, in seeing something as a problem, such communication also associates particular values with these problems - health and well being, caring, economic prosperity etc.
Environmental communication as a pragmatic and constitutive vehicle serves as the framework and builds on the three core principles:
~ Human communication is a form of symbolic action
~ our beliefs, attitudes and behaviors relating to nature and environmental problems are mediated or influenced by communication.
~ The public sphere emerges as a discursive space in which diverse voices engage the attention of others about environmental concerns.
Explain diverse voices in a green public sphere
The landscape of environmental politics and public affairs can be as diverse, controversial, colourful and complex.individual and groups speaking about the environment appear today in diverse sites and public spaces.
Name the 7 diverse voices
Citizens and community groups Environmental groups Scientists and scientific discourse Corporations and lobbyists Anti environmental and climate change critics News media and environmental journalists Public officials
Explain the diverse voice citizens and community groups
Local residents who complain to public officials about pollution or other environmental problems and who organise their neighbors to take action are the most common and effective source of environmental change. Some are motivated by urban sprawl or development projects that destroy their homes as well as green spaces in their cities. Others, who may live near an oil refinery or chemical plan, may be motivated by noxious fumes to organise resistance to the industry’s lax air quality permit.
Activists and residents face the challenges of finding their voices and the resources to express their concerns and persuade others to join them in demanding accountability of public officials.
Explain the diverse voice environmental groups
Environmental and allied concerns are frequent sources of communication about the environment. This diverse movement comprises a wide array of groups and networks, both online and on the ground. Each has its own focus and mode of communication. They range from thousands of grassroots groups to regional and national environmental organizations.
Online networks have proliferated by tens of thousands. These groups address a diversity of issues and often differ in their modes of advocacy.
Explain the diverse voice scientists and scientific discourse
The work of scientist has become a fiercely contested site in today’s public sphere as environmentalists, public health officials, political adversaries etc. dispute or urge action by congress to adopt clean energy policies.
Scientific reports have led to other important investigations of and debates about problems affecting human health and earths biodiversity.
Research by enviro entail scientists is sometimes disputed or ignored, the findings distorted by radio talk show hosts, ideological skeptics and affected businesses.
Explain the diverse voice corporations and lobbyists
As a new environmental sciences began to document the environmental and health risks from industrial products, the affected businesses challenged the science at every step, questioning both the methods and research designs that were used and the conclusions that were drawn. As a part of this opposition, industries organise do trade associations to defend their practices and to lobby against environmental regulations.
Organised corporate opposition to environmental measures appears to be based on two factors: 1. Restrictions on the traditional uses of land and 2. Threats to the economic interests of newer industries. Many corporations have formed trade associations to conduct PR campaigns or lobby congress on behalf of their industries.
Some large corporations recently have begun to go green improving their operations and committing to standards for sustainability in their operations. Others however have skillfully adopted practices of green marketing that give false appearances of environmental values.
Explain the diverse voice anti-environmentalists and climate change critics
It may be difficult to conceive of groups that are opposed to protection of the environment, a backlash against government regulations and even environmental science has arisen periodically. This is often fueled by the perception that environmental regulations harm economic growth and jobs.
Recently, climate change skeptics have opposed the science, and many of the policies be proposed to reduce greenhouse gases or enable communities to adapt to climate change. Using online sites, conservative think tanks and films have fueled debate and sometimes stalled government action on climate change.
Explain the diverse voice news media and environmental journalists
It would be difficult to overstate the impact of news media on the publics understanding of environmental concerns. Media not only report events but act as conduits for other voices seeking to influence public attitudes. News media also exert influence through their agenda setting role. Media often have discretion in choosing what events or information to cover and also how to frame or package a news story. The many voices and platforms that distribute news and information illustrate a wide range of approaches to environmental concerns.
Explain the diverse voice public officials
At the heart of debates over the environment are public officials at every level of government, both elected and appointed persons, whose roles are to shape or enforce local ordinances, enact state and national laws, and develop and enforce environmental regulations. They are the heart of political and legislative process because it is they who must reconcile the arguments and interest of the diverse voices speaking for or against specific measures. For legislators this is characteristically a balancing act as they must reconcile a variety of contending forces who are affected in various ways by a proposed law.
Less visible to the public, but as important, are environmental regulators. These are the professional staff whose role is to ensure that laws are actually implemented and enforced. Public officials must turn to engineers, scientist, land use planners etc. to set protocols, standards etc. to ensure that a law can be carried out. The wordings of these regulations frequently have powerful implications for industry, local communities or the public health. As a result, interested parties often attempt to persuade regulators to adopt a certain definition, interpreting the intent of a statute favorably to their interests
Explain the history of environmental communication
The first environmental movement was in 1800s, who sought preservation of the country’s unspoiled wilderness. The Sierra club was founded in 1892. At the same time, the industrial revolution was ushering in concerns about working conditions and issues with pollution.
In the 1920’s dirty air from coal factories, the industry found a way to remove the soot from the air.
After world war 2, the public became concerned about the water and air. Smog issues were on the news daily. In 1950’s first view of environmental responsibility with the don’t be a litterbug campaign.
In 1962, silent spring the book was published with pointed to the problems of pesticides in the environment which resulted in the ban of pesticide DDT.
The next decade was a time of wake up and awareness. With the formation of the EPA and OSHA and because of the laws companies were brought to task for past actions involving the environment. Water and air quality improved and nuclear safety increased.
Companies began to hire PRPs specifically to help tell their side of the story, although at first it was more about helping companies out of crisis.
By 1990’s public attention was shifting from pollution and toxic related issues to global concerns. The environmental movement became an industry of its own and the concerns kept growing.
Defensive PR specialty is now three:
~ Environmental communications - today there is still a need for sophisticated communication professionals to guide management in its relationships with a variety of publics when the subject is the environment.
~ Green PR marketing - a growing speciality that encompasses all kinds of businesses and products. Because an environmentally minded people prefers to know the products and services they consume have been provided in ways that do not harm the environment, green PR has become a prominent part of corporate publicity and marketing.
~ Sustainability communication - companies want consumers and the public to know that they operate with an eye to their place in the world. Sustainability, defined as meeting the needs of the present without compromising the ability of future generations to meet the needs of the future, is a goal that a vast number of today’s business strive for to the point that sustainability communications is big business.
Explain planning, implementing and evaluating environmental campaign.
The core practice of environmental PR has not changed much from a decade ago. It is about carefully assessing a situation, building relationships and finding ways to gain people’s emotional support. It is also about listening.
The world he’s changed a lot. This is why upfront preparation is so vitally important.
Today any organization should have a core communications program in place that acknowledges its many stakeholders and their needs to know the company’s history, philosophy and present activities. Including online and traditional.
A website should state who you are and what you do but also philosophy towards the environment.
Also start a regular blog, about day to day business, products, events of interest, news that affects the company etc. and a Twitter account which will keep stakeholders aware of what you’re up to and be the most immediate way to get I touch should a crisis occur.
Be familiar its mead and blogs that regularly cover your company and know the political leaders in your industry and home community. When the time comes to intimate or defend the company these basics tools will already be up and running.
Do not overlook traditional media. Build a line of communication with the people and members of the media.
Explain launching and managing an environmental initiative.
Any successful environmental communications initiative, whether mounted by an old line corporation, a non government organization (NGO), a marketing team, or some other organization, will include four steps: Goal, Planning, Implementation, and Evaluation.
STATE YOUR GOAL
State the desired outcome. This sounds simple but may be the most difficult part of the whole exercise. What exactly does your company, client, or organization want to accomplish? Your statement should be as Specific as possible, e.g., change the zoning laws to allow our construction project. Manage the successful introduction of a new green product as measured by dollars in sales. Convince the public that your client, company, or association is working in good faith to rectify the results of an oil spill and regain their trust so we can continue to work in this environment. Manage the food recall in such a way that our company/product is not ruined, etc.
Make sure that there is agreement among those involved-management, legal, marketing, government affairs, manufacturing, etc. -that this is in fact what you want to accomplish. It will guide you in the development of your plan and also be the basis for your after-the-fact evaluation.
PLANNING
First, assess the situation
Every company or organization should have, or have access to, an ongoing issue-scanning program to stay abreast of environmental initiatives, new legislation, and public concerns. It should also conduct an assessment when launching a new initiative or when faced with a crisis (the latter will clearly need to be done very quickly). This information 18 Vital to accurately understand the strengths and weaknesses of the initiative or project, what key stakeholders are thinking-and also what they feel. Although there are a number of commercial groups that monitor issues for businesses, there are also plenty of low-cost approaches, beginning with Google alerts. And do not forget to ask employees, customers and supplier groups! Regardless of how it is accomplished, every organization should make a point of knowing what’s is being said about it and by whom. Even if you conduct regular assessments, it’s is a good idea to conduct a specific assessment before you launch a new initiative so you know in economic, environmental, political and human terms where your strengths lie, your vulnerabilities, the opportunities that exist and potential threats to your success. Sometimes you will not have the luxury of time, as spinach growers found in 2008 when salmonella in fresh spinach packages caused several deaths and a nationwide recall. Especially in a crisis situation, though, it is valuable to understand public emotions at that particular point in time and know where you can marshal support. How much better it is to be able to quickly update existing information and relationships than to have to react totally in the dark.
Next, conduct an analysis
Basically, the analysis should look at how well you are equipped to achieve your goal. What are the strengths of your company, product, or situation? What are the weaknesses? Opportunities? Threats? How does this translate economically? To the environmental situation? In human terms?
Put together a cross-functional group to conduct your analysis. Such a group should include, as appropriate, operations, legal, human resources, manufacturing, and communications. This will help assure the comprehensiveness of the resulting plan, its ultimate acceptance and your ability to put it into play.
A picture will emerge of how your goal fits into the company‘s world. Look at potential political and economic cost and benefits. Consider which items are most significant and prioritize them according to what must immediately be dealt with and what needs to be prepared for.
Your company or client will have scientists, lawyers and Other professionals to handle the facts of the situation. Facts are important, but all too often, facts are not enough. The communicator’s unique challenge is to take on the emotional component - the relationships. How do customers, neighbors, and/or others feel about your issue, product, or goal? What do they fear? How will you address that?
Explain the importance of stakeholders in environmental communication.
Where the environment is concerned, people at all levels are more inclined to believe people; they know than those they do not. And although they tend to have a great deal of trust in scientists for information on sciencerelated issues, they next look to friends and family, NGOs, and citizen groups. Next on the list are journalists. Companies and elected officials are at the bottom.
An environmental communicator should waste no time in developing networks, of stakeholder groupsboth the traditional way and onlinq. Ideally, you should know your stakeholders-those on your side, and those who oppose what you are trying to accomplish-before this project even comes up, and be in touch via social media.
What groups are important to the company/in this situation and how do they feel about it?
- Employees: Employees should always be kept inside the information loop. This is an obvious statement, but rarely as easy as it should be.
- Governments: Develop a working relationship with government officials at all levels from local mayors and state legislators to members of Congress and appropriate regulatory officials. Should trouble hit, an existing relationship pays big dividends.
- Neighbors: Work with Community Relations professionals to be sure that plant city neighbors in particular are kept apprised of company activities.
- Interest groups: Who might care about what you are doing? Develop a working contact list: for everyone from local ROtary (in plant cities and small communities) to environmental groups and other NGOs that care about what you are doing. Thanks to the Internet, others who care about what you are doing will make themselves known as well.
- Shareholders, Customers, Suppliers, Trade Associations: These are all potential allies. Keep them informed.
- Media: While traditional media is dwindling, they serve as a source to the blogospherel Find out who covers your company, issue, or products-get in touch and go visit them if you can.
Today, it is impossible to overemphasize the need to create and maintain networks of friends-and also peOple who would be most likely to question your actions.
Once issues, audiences and potential sources of expert support are identified and our an draft your communications plan. analysis completed, draft your communication plan.
