Everyone knows that people discuss the weather when they have no idea what to say. It is the go-to small-talk topic in waiting rooms or when you run into your ex's mom. 

Throw a PR professional and a brand's reputation into the mix, and all of a sudden it is a scary conversation. 

Alrika Möller from media update is here to help PRs navigate the minefield that is the climate change discussion. 

Have clear intentions

Yes, the climate is an important topic, but talking about it for the sake of talking about it can do a lot more harm than good. 

When approaching this subject, you could upset someone. For this reason, when a PR is very clear about the brand's reasons for a stance, they have a lesser chance of bad press. 

So, always include the why before you say anything else. Set the stage and provide context. 

Be positive 

It is easy to take the doom-and-gloom route with this topic. We all care, but some have stronger feelings than others about the climate crisis.

PRs should always keep a positive tone when they speak on this subject. Focus on the ways the public in general, and your brand specifically, are working to address the issue. 

A PR should never leave people with a negative feeling. 

Lead with facts

There is a great deal of misinformation about climate change out there. The last thing a PR wants is to contribute to it. 

Before you even consider mentioning the topic, take the time to get as many facts as you can and then verify them all. 

This will also make it harder for anyone to dispute or disagree with the statements that you are making. 

PRs have to talk about the climate, but they must handle the topic with care. 

 

What environmental topics do you think PRs need to touch on? Let us know in the comment section below. 

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PRs, do you need help with getting your facts straight on the climate subject? Check out our Five reasons why PRs should fact-check [Infographic]. 

*Image courtesy of Canva