Changing the lens on the Climate Crisis Communication

In February, the PRCA launched a new Strategy Group to deliver guidance and support to PR professionals in the fight against climate misinformation.

Our research for the PRCA’s Climate Misinformation Strategy group explores the PR industry’s role in the fight against climate misinformation. The research highlights the urgent need for communications professionals to adopt a new approach when engaging with climate crisis issues.  

The first study surveys 180 PR and communications professionals and explores the current perception of the climate crisis and misinformation, the challenges, and the role of communications practitioners.

Key takeaways from the report results include:

– More than 75% of professionals feel that more needs to be done by the PR industry to tackle climate crisis-related misinformation
– A fifth of PR professionals feel nervous about their organisations getting involved in the climate crisis debate
– 60% of professionals believe that clients are too eager to jump on a bandwagon talking about the climate crisis, without enough action

Our second study of 2,000 nationally representative UK adults found that 47% of social media users admitted to consuming content related to the climate crisis that was either made up or exaggerated over the past month via social media. Only 45% of those polled could accurately describe what misinformation actually is.

Read our two reports below: