Dr. Pilar Buil, the Head of Studies for the UIC's Bachelor's Degree programme in Advertising and Public Relations, and Dr. Olga Roger, a lecturer in Environmental Communication and Media Relations at the UIC, have published a fascinating book that takes an in-depth look at how to involve citizens in environmental matters.
Manual de comunicación ambiental. Del greenwashing a la sostenibilidad (The Environmental Communication Manual: From Greenwashing to Sustainability), by Pilar Buil and Olga Roger, has just been published by EUNSA. The book has a clear objective: to take an in-depth look at how to involve citizens in environmental matters, and how to make that involvement long-lasting, i.e. how to convince citizens that they need to live more sustainably. Although the environment has an impact on all areas of society, developing environmentally respectful attitudes is not easy and requires specialist communication. Moreover, this communication must include strategies and techniques that not only impart knowledge, but also raise awareness and help achieve the desired environmental behaviour.
The manual will provide readers with a guide to help them develop an environmental-communication policy. The first two chapters cover the basics and key aspects of environmental communication, and also analyse the different strategies and techniques that can be used in the field. The manual then explains how to plan an environmental-communication campaign and looks at ways of managing a crisis. Each topic is illustrated with examples of good practice from private companies, public organizations and citizens’ associations, and is designed to inspire students, professionals and executives in the field of strategic communication and marketing to communicate environmental values effectively.
