Environmental Strategic Communication: Advocacy, Persuasion, and Public Relations

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Derek Moscato

Environmental Strategic Communication

Advocacy, Persuasion, and Public Relations

Derek Moscato

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English

Rowman & Littlefield
15 December 2023

Public relations

A growing focus on environmentalism among government agencies, corporations, non-profits and the general public has necessitated a turn to the practice of environmental advocacy in all of its forms, including public relations practice, persuasive messaging, and social marketing. As scientists, public policy experts, and NGOs seek influence on issues of climate change, wildlife conservation, air pollution, and the health of oceans, they are turning to professional communication practices in order to best engage with publics and policymakers.

Environmental Advocacy and Public Relations provides students with both a theoretical understanding of environmental public relations and the tools with which to apply this knowledge. This includes hard skills such as a green op-ed writing, eco feature writing, publicity tactics including news releases, the art of interviewing for television and video, and social media acumen.

This text meets a growing needs for understanding environmentalism within media and communication. Unlike standard public relations texts, Environmental Advocacy and Public Relations integrates theories from environmentalism and ecology. It also recognizes the uniqueness of media tactics designed for green policy debates and social marketing. Finally, it emphasizes the agency of activist organizations like Greenpeace and the Sierra Club, which are central players in policy debates and warrant larger billing than they are often afforded in traditional PR and strategic communication textbooks.

Pedagogical features

Case studies Key concepts/terms Discussion questions Tactical PR activities and examples Experiential activities (opportunities for students to engage with the natural world in their own communities to better understand the issues they are studying. For example, a visit to a waterfront revitalization, an urban planning site, or an industrial clean-up area.)

By: Derek Moscato
Imprint: Rowman & Littlefield
Country of Publication: United States
Dimensions: Height: 229mm, Width: 151mm, Spine: 18mm
Weight: 367g
ISBN: 9781538152294
ISBN 10: 1538152290
Pages: 256
Publication Date: 15 December 2023
Audience: College/higher education , Primary
Format: Paperback
Publisher's Status: Active

Derek Moscato is associate professor in journalism and public relations at Western Washington University. He is a research fellow with the Border Policy Research Institute and the Page Center for Integrity in Public Communication. Moscato’s research exists at the confluence of global media, ecology, and persuasion. He teaches classes in journalism, writing, public relations, and public diplomacy. These include environmental public relations, public diplomacy and nation branding, feature writing, Arctic media and diplomacy, and the Salish Sea Community Seminar.

Reviews for Environmental Strategic Communication: Advocacy, Persuasion, and Public Relations

Derek Moscato has a strong historical and contemporary command of strategic environmental communication. Each chapter has clear learning objectives and an abundance of case studies to equip readers with the knowledge required to specialize in this field. Readers will learn about environmental strategies and tactics through engaging narratives. Foundational concepts are weaved throughout the book as an anchor for the strategies presented in this book. This book is a must-read for aspiring environmental communicators. Derek Moscato's convincing and urgent message in this vital text is at once resourceful and compelling. Especially appropriate for public relations students, this book's messages, strategies and best practices ought to be embraced by all manner of media scholars and general readers concerned with the future of our planet. Using case studies, history, and finely resourced scholarship, Moscato has crafted a book that is elegant, direct, and extraordinarily well timed. Pay heed. Humanity faces an existential crisis due to wanton irresponsibility and blatant environmental vandalism. In Environmental Strategic Communication, Derek Moscato helps prepare the next generation to set things right and promote conscientious environmental advocacy. Interesting themes discussed include modern strategic environmentalism, opinion leadership, environmental ethics, and responsible public relations practice. Moscato presents the most comprehensive account of persuasive environmental communication for current and future practitioners. He weaves together an accessible accounting of the public debates about sustainability and climate change by deftly navigating the historical, ethical, and practical contexts of environmentally centered strategic communication. Scholars and students of persuasion should enrich their understanding of how to communicate sustainability, corporate social responsibility, climate science, visual rhetoric, and environmentally focused media relations by reading this book. This is the right book for the right moment in global environmental communication history.