Research outlines PR’s ethical duty in climate comms
Today, the PRCA’s Misinformation and Climate Crisis Strategy Group has launched research findings which highlights we need to be more brave and lead from the front.
Headline findings
- More than 9 out of ten (96%) of PR professionals now advise their clients and colleagues to understand the climate crisis and how they can effectively communicate the part they play - up from 82% last year
- Almost half (45%) have noticed their clients or organisation attempting to greenwash, however 89% have pushed back on this and 57% managed to change the approach as a result
- Almost all (97%) said they have taken action to address the climate crisis but only 41% measure their carbon footprint
- 71% of consumers say they would stop buying from a brand if they knew it had misled its customers about having a positive environmental impact (For some perspective, Edelman’s Trust Index said as long ago as 2018 that ‘64% of people choose, switch or boycott a brand based on its stance on societal issues’.)
- 57% don’t know the outcome of COP26 and a third (33%) felt the agreements made at the conference didn’t affect them
Advising on the climate crisis
The research report reveals an industry increasingly confident in its ability to guide organisations towards meaningful action on climate issues.
The study of more than 200 UK PR and communications professionals – conducted six months on from COP26 - explored the attitudes and perceptions of practitioners towards the climate crisis. This year’s study provided practitioners with the opportunity to shine a light on measures taken and also poor examples.
The research uncovers the scale of the PR’s industry’s ethical responsibility, with almost every respondent (96%) advising their clients and colleagues on the climate crisis – a 14 percent jump since last year’s research.
Ethical communication
Crucially, there was further evidence of the industry’s growing confidence in calling out climate mistruths. While almost half of respondents encountered greenwashing, the vast majority (89%) pushed back on false claims, and almost six in ten professionals (57%) successfully changed an organisation’s response as a result.
Despite these trends, PR professionals continue to face challenges in helping organisations move beyond intent towards action; only a quarter (24%) of organisations set science-based targets and 59% do not measure carbon footprints.
Consumer research
In a complementary study of more than 2000 nationally representative UK adults, also conducted by Opinium, more than half (57%) of consumers admitted to not knowing the outcome of COP26, with a third believing its agreements had no effect on them.
Data from the consumer report also shows 31% of the public consider poverty to be the most pressing issue and half (50%) don’t regard the climate crisis as an existential threat. These trends highlight urgent need for PR professionals to use relatable and inclusive language when discussing the climate crisis.
Aura’s, Laura Sutherland, is part of the group and led the research.
It’s encouraging to see a rise in the number of PR and communication professionals helping their clients and colleagues understand the climate crisis and how they can effectively communicate the part they play. It’s also great that we’re growing in confidence when we spot greenwashing and feel comfortable pushing back.
We have a responsibility to ensure any unethical communication or attempts are challenged. The call to action to industry is this: be more brave – learn about ESG, learn how to approach a difficult situation with your boss or your client, start setting your own agency targets and communicate the action you’re taking.
We know we’re not doing enough and we’re not doing enough to make it all relatable at a grassroots level. People need to hear the same accurate messages about climate change over and over again in order for it to have a lasting impact.
Finally, please don’t forget your internal stakeholders. I talk a lot about ‘bringing everyone along on the journey’ and this starts with your team and staff. After-all, what’s going on, on the inside, will reflect on the outside. Let’s lead by example and be the change we want to see.
“Only a quarter (24%) of organisations set science-based targets and 59% do not measure carbon footprints.” This is very alarming but it’s not beyond comprehension.
Aura’s Synergy Framework was specifically designed to help lead businesses and organisations to understanding how they can take meaningful action which has a positive impact on both people and the planet. It needn’t be too complicated, it should definitely be relevant and tailored but the most important thing it to start somewhere. Taking no action is no longer an option. Both consumers and employees demand it.
Final stats from the PR and communication research
- 45% say their boss having a better understanding of the importance of addressing the climate crisis would help them prioritise it in relation to their work
- 45% have noticed their clients/organisation attempting to greenwash - 89% have pushed back on this and 57% managed to change the approach as a result
Final stats from the consumer research
- Fashion still the top industry doing least - although people still don’t really know who is doing the least
- 58% say they wouldn’t trust information they saw on social media about the climate crisis
- 46% have come across a news story on social media about the climate crisis that was exaggerated or made up entirely IN THE LAST MONTH (40% said it came from someone else on social media - therefore people most likely to spread it, rather than 21% political interest groups and 21% journalists/news)
