Environmental Public Relations Becomes A Critical Function

Environmental public relations have emerged as a critical corporate function. Today, all enterprises – large and small -- must consider the environmental issues in their communication processes owing to the impact that these issues have in each community, involving public opinion, prompting judgments and views.

On the whole, the environmental issues are seen as real "values," identified and accepted by public opinion all over the world. Specialists in environmental public relations constantly analyze the public's’ views and judgments and for this reason are called upon by corporations to define the evaluation criteria and to assess the environmental impact of the company’s choices while establishing programs to communicate the company’s position.

There are a great number of laws and regulations which define procedures for the safeguard of the environment in every country. These rules combined with an analysis of public opinion on environmental issues allow the environmental public relations professional to identify key constituencies and the special interests to which the enterprise must direct its communications efforts.

Environmental public relations strategists must take into account the varying needs of both internal and external public as both have concerns on environmental issues; however their views and issues might vary. For example, internal public – chiefly employees – might have concerns mainly linked to the environmental safeguard at their working places, to "noise", to manufacturing processes of harmful substances and so on. The external public – local communities, customers, etc. – may have other concerns such as pollution, carbon emissions, greenhouse gas, and so forth.

What makes for a top flight environmental public relations specialist? The environmental public relations pro must be capable of assessing the environmental impact and all related concerns defined by the values of the community within the given enterprise, product or service. He or she must be skilled to deal with a wide range of options and with an increasing number of regulatory requirements within the environmental management. The environmental public relations professional must also have the communication tools to handle environmental communication as a strategic process that relates corporate environmental objectives with the public's’ expectations.

The environmental public relations specialists must be skilled in understanding scientific and technical elements related to the company and its products, so as to translate specific expressions into clear and comprehensive language for all public. In addition, he or she must be capable of getting employees, consumers and customers, media to understand the meaning and the importance of the environmental public relations.