Looking to the future

If one looks ahead to the future it is not unreasonable to assume that interest in the following environmental issues will intensify:

· More legislation from UK and EC governments to reduce pollution, harmful emissions and landfill dumping coupled with more environmental protection measures.

· Stiffer implementation of ‘the polluter pays’ principle including increased taxes and charges for landfill disposal.

· Growing pressure from environmental authorities and customers for newer pollution-free manufacturing technologies to reduce emission levels.

· A better informed and educated public, led by more well-organized and highly articulate pressure groups, eg Greenpeace, Friends of the Earth etc.

· Growing demands from the consumer and possible tax incentives to invest in recycling initiatives, products and packaging. Consumer ‘boycotts’ of products manufactured by environmentally insensitive companies are likely to increase.

· Improved monitoring (better technology and increased resources) to measure environmental performance of companies across a wide range of disciplines.

· Growing shareholder pressure on companies to demonstrate their environmental credentials by preparation and implementation of environmental policies. More emphasis to be devoted to these issues in company annual reports.

· Increased pressure on civil engineers and developers to defend new proposals for roads and civil engineering projects against charges of environmental damage.

· Constant media interest in all things environmental and exposure of poor performers by pressure groups. Publicity stunts to embarrass major polluters are likely to increase.

This list provides a daunting agenda of issues for the public relations practitioner to address. As stated earlier, those commercial enterprises will be the ones that take heed of growing ‘environmentalism’ and carefully consider where this is most likely to have an impact on their own operations.

Being ahead of the game by regularly auditing current practices – technology, emissions, wastage levels, packaging, recycling opportunities – is the only way forward. The real winners will be those who, like some of the examples quoted here, are able to combine an environmental plus with a business gain and successfully communicate this to target audiences.

Failure to keep abreast of growing environmental pressures and adapt accordingly will only result in a company being relegated to a second-class player in an increasingly educated and environmentally aware marketplace.

(Anne Gregory. Public Relations in Practice. – Kogan Page, 2001. – P. 147-158)

Exercises

I. Discuss the following questions.

1. What is the public attitude to environmental issues today?

2. What examples can we find in the text when public outcry over the environment made the difference?

3. According to the author, what is one of the ways for the companies nowadays to gain a competitive edge?

4. What is the role that public relations can play when dealing with environmental issues?

5. What does the author say about the general attitude of the UK chemical industry towards saving the environment?

6. What is the Rhone-Poulenc initiative? What was the outcome of this project?

7. What example is given in the text of the explanatory role that public relations can play?

8. What was the “radical idea” of British Alcan recycling project? How was it used in the company’s PR campaign?

9. Can you give any examples of your own when recycling can both help save the environment and benefit the company?

10. How does the author of the text prove the point that tuning in to environmental issues is not just the preserve of traditional industries?

11. How do you understand the term “green credentials”?

12. According to the author, will the interest in the environmental issues intensify in the future? Do you agree?

13. Can you innumerate the points dealing with how the environmental problems will be tackled in the future?

14. From your point of view, do the companies today do enough to protect the environment? How can the situation be improved?

15. Can you give any examples of the companies that actively promote their “green credentials”?

II. Say what the following refer to in the text of the article under the headlines:

Date: 2015-12-18; view: 609