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Green PR is a sub-field of public relations that communicates an organization's corporate social responsibility or environmentally friendly practices to the public. The explicit goal is to produce increased brand awareness and improve the organization's reputation. Green PR is also explained as a form of integration propaganda intended by corporations to relieve the tension between consumerism and associated negative environmental impacts. In this context, Green PR seeks to obfuscate public perception of the impact certain industries have upon the environment.

The term is derived from the "green movement", an ideology which seeks to minimize the effect of human activity on the environment.

Importance

Environmentalism has become increasingly popular among consumers and media. A nine-country survey found 85% of consumers around the world are willing to change their consumption habits to make tomorrow’s world a better place, and over half (55%) would help a brand “promote” a product if a good cause were behind it. The study also found when choosing between two brands of same quality and price, social purpose affected consumers’ decision the most (41%), ahead of design and innovation (32%) and the loyalty to the brand (26%).

According to PR Week:

The significance of corporate America embracing the green movement cannot be denied. Some still think it's a fad, but all signs point to the contrary - a sustained commitment to sustainability, either for economic efficiencies or reach out to a public whose goals and values are changing.

Tactics

To prevent consumers from taking action to resolve tensions created by the negative impacts of industry, Green PR utilizes a multi-layered approach. These sequential layers, perhaps most prominently deployed around the topic of global warming, are to first question the problem's existence, then portray the problem in a positive way, and finally to assert an inability to resolve the problem. Each layer may be approached through various tactics. Though overt lying can be used as one such tactic, successful Green PR campaigns often consist of carefully curated portrayals of evidence and aspects of the truth intended to mislead the public.☃☃ Believability of such portrayals may be improved through another tactic, which consists of misleading the public through third-party endorsement by pseudo-environmental organizations, sometimes in the form of corporate front groups or scientists funded by corporate interests.☃☃

Green PR campaigns are not limited to targeting legal adults. Viewed as important future customers, children are targeted through the development of educational material that positively shapes perception of particular industries.

Green PR as Integration Propaganda

Integration propaganda, first theorized by Jacques Ellul in his book Propaganda: The Formation of Men's Attitudes, is a method of shepherding individuals into accepting and adopting new societal standards. Employed by corporations, integration propaganda drives consumer acceptance of products and services by portraying them as necessary.

The following statements, and their associated citations, may be integrated into the Green PR Wiki-page.

Green PR is explained as a form of integration propaganda intended by corporations to relieve the tension between consumerism and associated negative environmental impacts.

Integration propaganda, as theorized by Jacques Ellul, is a method of shepherding individuals into accepting and adopting new societal standards. Employed by corporations, integration propaganda drives consumer acceptance of products and services by portraying their necessity.

Green PR has traditionally been used by corporations to obfuscate public perception of the impact certain industries have upon the environment.

One strategy employed through Green PR include misleading through third-party endorsement by pseudo-environmental organizations, sometimes consisting of corporate front groups or scientists funded by corporate interests.☃☃

Though overt lying can be used as a strategy, successful Green PR campaigns often consist of carefully curated portrayals of evidence and aspects of the truth intended to mislead the public.

Viewed as important future customers, Green PR targets children by developing educational material to positively shape perception.

To prevent the public from taking action to resolve tensions created by the negative impacts of industry, Green PR utilizes a multi-layered approach. These sequential layers, most prominently deployed around the topic of global warming, are to first question the problem's existence, then portray the problem in a positive way, and finally to assert an inability to resolve the problem.

Notes about research and/or possible edits to explore:

DONE - [content to be identified within Green Advertising and Green Public Relations as Integration Propaganda: Green PR is a reactionary effort intended to positively sway public opinion about a company's operations. Green PR is an alternative to preventive measures through which the well-being of the environment is prioritized despite higher up-front costs. (connect this with the precautionary principle, somehow?) ].

DONE - [find more recent publication to support Rowell, 1996's assertion that companies "spend more money on green advertising and green PR than on its funding for environmental groups."]

DONE - [content to be identified within Application of GREEN scale to understanding US consumer response to green marketing communications].

DONE - [find original article/book: Rampton, S., & Stauber, J. (2001) Trust us, we're experts!: How industry manipulates science and gambles with your future. New York: J.P.Tarcher]