Environmental Strategic Communication: Advocacy, Persuasion, and Public Relations equips readers with the concepts, contexts, and practical tools to become effective environmental communicators across nonprofit, corporate, and government sectors. Derek Moscato reveals that key to winning hearts and minds in the environmental arena is the development and deployment of carefully crafted messages and a recognition of the diverse range of stakeholders.
Drawing on the history of the environmental movement, as well as case studies and organizational profiles, this textbook helps students make the most of media relations, stakeholder engagement, persuasion, and visual media techniques to further environmental advocacy goals. Discussions cover green op-ed and feature writing, publicity tactics including news releases, the art of interviewing for television and video, and social media acumen.
Within the chapters, students will find:
Instructors may access a test bank for the book by visiting www.rowman.com/ISBN/9781538152287.
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.
Chapter 1: Historic Milestones and Trailblazers
Chapter 2: Opinion Leadership
Chapter 3: Public Relations and Advocacy
Chapter 4: Persuasion and Visual Rhetoric
Chapter 5: Ethics
Chapter 6: Public Scoping and Engagement
Chapter 7: Media Relations
Chapter 8: Advanced Writing and Visual Tactics
Chapter 9: Digital Environmentalism
Chapter 10: Corporate Social Responsibility
Chapter 11: Community, Accessibility, and Diversity
Chapter 12: International Communication
Chapter 13: Greening the Field: Communication and Sport
Chapter 14: Populism
About the Author
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.
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.
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.