The WHO announced in 2019 that they expect 250,000 more deaths per year from climate change through malnutrition, malaria, and heat stress between 2030 and 2050. As we get closer to irreversible climate damage, we can clearly see the effect it will have on our everyday lives. For example, just weeks ago, New York experienced the worst air quality ever in U.S. history. This is just one of many events, such as the California wildfires and the 2014 Midwest Polar Vortex, that illustrate the wide-ranging impacts of climate change on the U.S. As we continue to see drastic changes to our environment, there has been a consistent shift in public attention towards the climate crisis. As it becomes more of a social issue, corporations have taken to the media to maintain their image and so-called “commitment” to environmental safety. 

Household names from Starbucks to JP Morgan Chase to H&M all boast “climate consciousness” and take advantage of the many positive PR opportunities associated with taking a stand for the environment. This is known as greenwashing, a tactic in which big organizations win over customers by creating an image of being environmentally friendly.  

Five years ago, Starbucks released their popular “straw-less lid” to reduce plastic waste and improve the safety of aquatic life, mainly sea turtles. Though this new lid reduced the number of plastic straws in circulation, it used greater amounts of plastic than the previous straw-based design. Starbucks representatives rebutted outcries around this by claiming that the new polypropylene material is a more commonly accepted form of recyclable plastic, though critics identified that only 9% of plastic is recycled globally. Starbucks capitalized on a PR opportunity to “save the turtles” but traded one form of the plastic for another.  

H&M is among many clothing and fashion brands that take part in greenwashing as well.  It has been shown that only 20% of textiles are reused or recycled. The remaining 80% are incinerated or given a lifetime sentence in a landfill. H&M has recently released its “Conscious” line that contains a selection of sustainable clothing, though this is mere marketing terminology as there is no “sustainable” standard to be followed. H&M has not provided sufficient data to back its sustainability statement and has been publicly criticized by the Norwegian Customer Authority. 

These two examples exemplify the marketing manipulation corporations undertake to meet consumer demands of eco-consciousness. However, there is yet another story to be told on the monetary front. Billion-dollar banks such as JP Morgan Chase, Bank of America and Goldman Sachs, are some of the many banks that have issued green investment protocols in support of opportunities that combat the climate crisis. Despite these protocols, these same banks are major funders of the industries that most negatively impact climate change such as fossil fuels and deforestation. These banks and corporations attempt to paint themselves as leaders of the go-green transition in the eyes of the public, though, in the depths of their operations, they act otherwise. 

Corporations want to look good in the media and are willing to do so by any means necessary. They will prioritize a good PR opportunity over making an impact. We often fail to read between the lines and hold these companies to the standard they publicly set for themselves.  

Here are three ways that we, as PR practitioners, can hold these companies accountable, develop quality campaigns, and be agents for change: 

1. Only act from an informed place. To avoid having to backtrack, only create a plan of action once you have a comprehensive set of information. For example, if Starbucks genuinely wanted to reduce plastic use, they could have used seaweed or paper straws – a much more sustainable option. Talk to experts in the field and develop a plan that would produce real change, while also making for a relevant story. There is a way to marry both parties, with substance always being the most important part of your campaign.  
2. Be a leader – or even better, a trendsetter. People will want to follow companies who are in tune with current events. Create initiatives that draw consumers in just by engaging with the issues that matter. Focus on the long-term goals, rather than the short-term gains. 
3. Create transparent, authentic campaigns. It is important to build a level of trust between you and your consumers. Start with a transparent, authentic approach. Pure intentions that are clearly communicated to your audience will solidify your relationship with your customer base and stakeholders and ultimately help support your brand reputation. 

Billion-dollar corporations have consistently used loopholes to push campaigns that look good in the media, while still maintaining practices that are inconsistent with their supposed values. This then translates into the public assuming they are climate positive, but it is often just a façade to generate good press and business. As PR professionals we must hold our clients to a moral standard and ensure that through the campaigns we help create, the result is purposeful and well-educated. By following these three tactics and learning from other mistakes, we can work alongside these larger corporations to make a real impact on our climate.  

On February 3, 2023, the freight train derailment in East Palestine, Ohio resulted in dismaying amounts of toxic chemicals released into the atmosphere and subsequent evacuation orders. In a town where residents were already facing socioeconomic obstacles, this disaster exacerbated safety and quality of life concerns.

Almost three months later, residents are still in disarray with many staying in motels due to valid fears of returning or official prohibition as a result of ongoing cleanup. Those that have returned are still extremely concerned about the air, water and soil quality.

Property value reduction, long-term health ailments and mental health issues are just a few causes of distress for residents. This incident sickened and displaced many in the community. It catalyzed previous conversations about safety precautions and the location of such railroads which are disproportionately placed in lower-income, often Indigenous, communities of color.

While derailments have decreased by more than three quarters since the 1970’s according to federal data, large freight railroads have seen an increase in derailments in five of the last seven years. Large freight railroad companies began introducing precision-scheduled railroading in 2016 to enhance efficiency by running fewer trains on tighter schedules. With a goal of cutting expenses, trains tend to be longer and heavier in an effort to transport as much cargo as possible. Tighter scheduling to cut costs could arguably be the cause of increased human error, equipment and track failure.

Despite historic activist outcry regarding train route placement in marginalized communities, industry leaders say that most derailments occur within the confines of rail yards and make public statements focusing on train safety in comparison to other modes of transportation such as driving. This deliberate disregard for ostracized community concerns is unfortunately common practice by many corporations and public officials.

The Biden Administration made a statement committing to visit East Palestine but has not followed through and has continued to defend its response to this toxic freight train derailment, even as local leaders demand increased efforts and clarity around the long-term effects of the disaster.

When disasters happen as a result of corporations’ carelessness, PR is often thought of only in terms of damage control for the company responsible. But PR practitioners are also responsible for utilizing their expertise to aid the communities impacted by such tragedies.

PR professionals play an enormous role in the dissemination of information concerning the initial and long-term response to such calamities. During the initial phases of such an event, PR professionals must work with journalists and their clients to galvanize public awareness and financial contributions. Long-term responses involve recognizing the reality that our world today is afflicted by a plethora of problems that deserve attention and require resources and thus doing our part to ensure that those affected are not forgotten.

In the case of the train derailment in East Palestine where the long-term health implications of this event are largely unknown, pushing for thorough monitoring of the water and air quality is indispensable. Long-term coverage and media attention and connecting media to those on the ground who can tell their stories is paramount to holding Norfolk Southern Corporation accountable for the promises they have made to remedy this situation, and for putting pressure on government officials to enact better safety regulations and to address the socioeconomic implications. A primary responsibility in this response must also be to encourage continued research into health hazards associated with spilled chemicals such as vinyl chloride and phosgene.

The issue of train derailments has been a historic point of contention, often affecting communities already facing additional deprivation and disparity. PR for situations intertwined with oppression such as this involves amplifying community voices, extending our resources, connecting with our audiences to encourage additional assistance and monitoring media and social platforms for the vocalized needs of those impacted.

As we move forward, we must keep those affected a priority by encouraging our clients to contribute when appropriate. All the while, no initiative should merely be intended for press opportunities. As with the PR tactics surrounding any tragedy, the intention must be to benefit those impacted by raising awareness and resources, magnifying the needs of the affected community and educating the public on ways to prevent similar events.