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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:Case studies and organizational profiles
Discussion Questions
Lists of Keywords and Key Events, Locations, and Organizations
Instructors may access a test bank for the book by visiting www.rowman.com/ISBN/9781538152287.
List of contents
Introduction
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
References
Index
About the Author
About the author
By Derek Moscato
Summary
This socially conscious text introduces students to success stories and effective strategies in environmental public relations, marketing, and advertising. Discussions cover green op-ed writing, eco feature writing, publicity tactics including news releases, the art of interviewing for television and video, and social media acumen.
