Environmental Strategic Communication - by Derek Moscato (Hardcover)

About the Book

This socially conscious text introduces students to success stories and effective strategies in environmental public relations, marketing, and advertising. Discussions cover green op-ed and feature writing, publicity tactics including news releases, the art of interviewing for...

Book Synopsis

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.

Review Quotes

"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." --Choice Reviews

"Derek Moscato has a strong historical and contemporary command of strategic environmental communication. Each chapter has clear learning objectives and an abundance of case studies to equip readers with the knowledge required to specialize in this field. Readers will learn about environmental strategies and tactics through engaging narratives. Foundational concepts are weaved throughout the book as an anchor for the strategies presented in this book. This book is a must-read for aspiring environmental communicators." --Tiffany Gallicano, associate professor of public relations, University of North Carolina

"Derek Moscato's convincing and urgent message in this vital text is at once resourceful and compelling. Especially appropriate for public relations students, this book's messages, strategies and best practices ought to be embraced by all manner of media scholars and general readers concerned with the future of our planet. Using case studies, history, and finely resourced scholarship, Moscato has crafted a book that is elegant, direct, and extraordinarily well timed. Pay heed." --David Staton, associate professor of journalism and media studies, University of Northern Colorado

"Moscato presents the most comprehensive account of persuasive environmental communication for current and future practitioners. He weaves together an accessible accounting of the public debates about sustainability and climate change by deftly navigating the historical, ethical, and practical contexts of environmentally centered strategic communication. Scholars and students of persuasion should enrich their understanding of how to communicate sustainability, corporate social responsibility, climate science, visual rhetoric, and environmentally focused media relations by reading this book. This is the right book for the right moment in global environmental communication history." --Leslie Howerton, assistant professor of public relations & advertising, Weber State University

"Humanity faces an existential crisis due to wanton irresponsibility and blatant environmental vandalism. In Environmental Strategic Communication, Derek Moscato helps prepare the next generation to set things right and promote conscientious environmental advocacy. Interesting themes discussed include modern strategic environmentalism, opinion leadership, environmental ethics, and responsible public relations practice." --Eric Kwame Adae, assistant professor of public relations, Drake University

"Not only do I recommend this book for valuable insight into environmental communication, but I plan on including "Environmental Strategic Communication" as a required reading when I teach my next academic class on environmental risk communication." --The Washington Times

About the Author

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.