Environmental Strategic Communication

Advocacy, Persuasion, and Public Relations

Häftad, Engelska, 2023

Av Derek Moscato

609 kr

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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 profilesDiscussion QuestionsLists of Keywords and Key Events, Locations, and Organizations Instructors may access a test bank for the book by visiting www.rowman.com/ISBN/9781538152287.

Produktinformation

Utgivningsdatum2023-12-15
Mått151 x 229 x 18 mm
Vikt367 g
FormatHäftad
SpråkEngelska
Antal sidor256
FörlagBloomsbury Publishing Plc
ISBN9781538152294

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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.

IntroductionChapter 1: Historic Milestones and TrailblazersChapter 2: Opinion LeadershipChapter 3: Public Relations and AdvocacyChapter 4: Persuasion and Visual RhetoricChapter 5: EthicsChapter 6: Public Scoping and EngagementChapter 7: Media RelationsChapter 8: Advanced Writing and Visual TacticsChapter 9: Digital EnvironmentalismChapter 10: Corporate Social ResponsibilityChapter 11: Community, Accessibility, and DiversityChapter 12: International CommunicationChapter 13: Greening the Field: Communication and SportChapter 14: PopulismReferencesIndexAbout the Author

Getting the story straight in the hot field of ESG is as difficult as it is important. In this textbook, Moscato offer a methodological treatment of the subject, combining analysis, case studies, study questions, key terms, and bibliographies. Moscato's chapter on "greenwashing" is particularly good, both up-to-date and savvy, showing his awareness of the tricks of the trade, even as he lays out formulas for press releases, digital marketing content, campaign building, and even internal communications. The book also offers a valuable how-to component for students who want to enter the press office right away rather than follow the old path from journalism to flak. Admirably, Moscato takes a direct approach to ethics in its own chapter, showing his keen sense of how "advocacy, persuasion, and public relations" play out in the real world, where these matters are parts of an organization's profitability because they involve stock prices through socially responsible investing. This guide will be of use in advanced journalism and marketing classes. Recommended. Advanced undergraduates through faculty; professionals.