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The fight to hold PR firms accountable

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Extinction Rebellion, a group of climate change activists during a demonstration at the COP26 conference on climate change in Glasgow (Scotland).

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LONDON — The public relations industry has a PR problem.

In recent months there has been intense criticism of the role played by PR and advertising agencies in “greenwashing” fossil-fuels. Communication firms have been accused of spreading disinformation to their clients in order to block climate action.

A peer-reviewed study published late last yearClimatic Change, the first publication to document in detail the contribution of PR firms in helping world’s largest oil-and gas corporations improve their environmental image.

This shows how energy companies have used PR agencies and advertising agencies for their public communications over the past three decades.

They note, for example, how the PR sector has helped to downplay the severity of climate change, promote industry-favored strategies as the best course of action, and emphasize the positives of using fossil fuels.

The climate crisis is largely caused by the burning fossil fuels like coal, oil, and gas.

Yet, climate politics is often overlooked because PR firms are trying to stay true to the saying “The best PR is invisibility PR.”

Bob Brulle (visiting professor at Brown University of Environment and Society and co-author on the paper), stated that “my bottom line was, you understand, we really should pay attention to it.” He spoke to CNBC by telephone.

They don’t want to discuss this, but it is important because our industry has the greatest impact on climate change.

Christine Arena

Former executive vice president at Edelman

According to the study, PR firms are responsible for many of today’s terms used to justify climate inaction such as “clean coal”, “renewable gas,” and “carbon footprint.”

Since then, academic research has been used to quantify the impact of the PR industry on climate politics. This was followed by increased pressure from scientists, environmental activists, and other campaign groups.

The prospect of U.S. Congress hearings will likely increase the tension.

CNBC spoke with Brulle, who said that this shows that the matter has moved from “periphery to core.”

Hearings in Congress

The Lawmakers grilledIn a spotlight congressional hearing last year on climate disinformation, chief executives of oil and natural gas companies participated. Executives from the world’s largest oil companies defended themselves and their company’s actions at the Oct. 28 hearing — one which had parallels to the iconic 1994 hearing that led to the downfall of Big Tobacco.

Shortly after Carolyn B. Maloney became the Chair of the Committee on Oversight and Reform. issued subpoenasYou can find more information here ExxonMobil, Chevron, BP America, ShellFor documents related to climate (including marketing and advertising materials), contact the American Petroleum Institute or the U.S. Chamber of Commerce.

Carolyn Maloney, a New York Democrat and Chair of the House Committee on Oversight and Reform, addresses a congressional hearing held in Washington, D.C., U.S.A, on October 28, 2021.

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According to campaigners, this is a sign of a confrontation between legislators and public relations executives. The latter are expected to testify against the climate denial efforts by the fossil fuel industry.

Public relations companies are the ones most concerned about negative PR, which is ironic. However, it’s true. Bad PR is not what PR companies want,” Melissa Aronczyk (associate professor of media studies, Rutgers University) told CNBC via video.

“The main reason they have been invisible over the years is because their strategic power comes from being behind-the scenes. I believe that’s why we mistakenly consider these companies neutral.”

Aronczyk was co-author on a book about the history of environmental action in the United States, and the rise and fall of the PR industry.

However, this isn’t the truth. She said that these firms play a key role in shaping, managing, and maintaining the conversation in public sphere.

They are not neutral communication channels. They can be information creators. These strategic leaders not only affect how those companies are perceived by the public, but what they do themselves.”

Which industry has responded to PR?

External groups are putting pressure on PR agencies and ad agencies not to hide the danger of the climate emergency. However, some employees have also felt the alarm.

McKinsey Management Consulting firm employees wrote a harsh critique of McKinsey for its work with the largest polluters in the planet last year. according to The New York Times.

McKinsey was quick to respond. saidReaching net-zero carbon emission by 2050 requires that we engage with high emitting sectors in order to assist them in their transition. It might please some, but not enough to address the climate crisis.

Meanwhile, WPPOne of the largest global advertising companies,. said last yearIt stated in its Sustainability Report, that they had recognized the “increased reputational risks associated with working for oil and gas companies as well as taking on environmental detrimental tasks.”

An advertising company plaque is displayed outside WPP’s London headquarters.

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Edelman is the world’s biggest PR agency and works with oil giants like ExxonMobil. It recently conducted a 60-day review on its climate strategy. The company saidIt has established new operating principles for heavy polluting clients, and may have to end the relationship in some instances.

Edelman is not currently dropping any clients who use fossil fuels.

Edelman also sought to defend his work with oil-and gas companies in recent years, telling The Financial TimesIt must be present in their room, as they require most assistance with the energy transition.

Christine Arena, ex-executive vice President at Edelman and a former climate activist, said via telephone to CNBC that it was false.

She stated that there was merit in the claim that PR firms played a key role. However, direct evidence supports that fact.

Edelman’s spokesperson did not reply to our request for comment.

Brazil’s heavy than usual downpours caused floods that decimated communities. They also caused severe flooding in the wet season.

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Arena explained that while none of them would like to speak about it but they have to because this is the industry’s most significant contribution to the climate crisis. Arena added, “All parties involved must discuss this openly.”

“If I was to advise clients during a crisis, the last thing that I would recommend is no comments,” she said. Noting that the response almost guarantees that the matter will escalate, she continued,

Who’s next?

Over 450 scientists met with us last month called on PR firms and ad agenciesTo stop disinformation spreading about climate change, they should drop clients who are fossil fuel stewards. For the first time, so many scientists came together to highlight the importance of advertising and PR in the current climate crisis.

CNBC interviewed Duncan Meisel from Clean Creatives to discuss the campaign. Clean Creatives is a U.S-based organization that works to separate the PR and fossil fuel sectors. He said that many fossil fuel ads aren’t trying to sell the product.

They are usually used to show how the company is supportive of innovation, or highlight its important role in transitioning to renewable energy.

Meisel stated that it is lobbying in the public. They are trying to change the perceptions of these companies in order for them to continue with their existing business models.

He said, “When you stop and think about it: The pitch to prospective clients by any agency is basically: We have something you can do alone. And that’s what you won’t find anywhere else. We have talent, we have perspective, we have insight, creativity’ … and that’s true in many cases.”

Meisel stated that he took this message very seriously. If that’s true then you can also exercise unique power over this situation. If you are able to say that I won’t make this contribution to an industry actively destroying the biosphere, then that will give you leverage.

Brulle believes that increasing pressures on PR firms to abandon fossil fuel clients is a sign of the movement’s progress in climate accountability. As an example, Brulle mentioned law firms as a group that could be investigated for their presumptive role in the current climate crisis.

Law Students for Climate Accountability was founded by Yale Law students in 2020. called on law firmsTo cease providing legal services for the fossil fuel industry. A separate campaign was also started by the group. boycottGibson Dunn is a law firm that works with energy companies.

Gibson Dunn’s spokesperson didn’t respond to CNBC’s request for comment.

It is all about holding those I call “agents or obstruction” accountable. Brulle explained that these include the management consultants and law firms as well as all corporate entities which make large amounts of money to help the fossil fuel companies achieve their goals.

He stated that they are being drawn in gradually but steadily and that he sees it as a constant process. It isn’t going anywhere. “I think that it will only continue to grow.”

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