The PR industry and Climate Misinformation: PRCA & Opinium to revisit climate study

The Public Relations and Communications Association (PRCA) Climate Misinformation Strategy Group will launch a second research exploring the industry’s role in the climate crisis next week in partnership with Opinium.
Last year’s study revealed a fifth of PR professionals felt nervous about entering the climate crisis debate, while 60% believed their clients were too eager to communicate on climate issues without taking any action.
The new study will examine PR’s role in the climate crisis and spotlight changes in attitudes and behaviours during a year in which COP26 and climate issues prompted more organisations than ever to engage with the debate.

For the first time, the research will also reveal what agencies and organisations are doing internally to tackle climate change.
PRCA Climate Misinformation Strategy Group Chair John Brown FPRCA said:
“The latest IPCC report outlined what we need to do in order to avoid a future that feels both unimaginable and worryingly close. It’s clear from the actions provided, communications plays a significant role in addressing the challenge, both in what we’re communicating as ethical practitioners, but also in our role as a strategic advisor.
“That’s why we’re asking each PR and communication professional to complete this survey and be vulnerable about what they don’t know, yet clear about what they want to achieve, so that as an industry we can improve our knowledge and commit to the right action.”

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