Accountability Looms for PR Firms Obstructing Climate Policy

In its Code of Ethics, the Public Relations Society of America outlines the values that its members should aspire to when working on behalf of clients. As examples of what not to do, the code offers a few scenarios, including: Creating "front groups" to simulate grassroots support for a client and employing people to pose as volunteers to participate in "grassroots" campaigns. And yet, at a congressional hearing held last month held by the House Committee on Natural Resources' Subcommittee on Oversight and Investigations, witness testimony and accompanying documents showed agencies using those very maneuvers on behalf of fossil fuel companies across the country. A report prepared by committee staffers shines a light on how oil and gas companies worked with PR companies. Specifically, the report shows how energy brands and their communications reps created third party groups designed to obstruct climate policy and confuse voters in Colorado, California and Texas. Achieving ‘Mainstream Green’ is Key in Accelerating Transition to a More Sustainable Economy In one example, the subcommittee's report describes how oil and gas companies including Anadarko Petroleum and Chevron funneled money through nonprofits Protect Colorado and Coloradans for Responsible Energy Development and into the hands of PR firm Pac/West Communications. "[PR firms] create shell organizations that claim to represent large numbers of people in their advocacy for Big Oil’s priorities, when they really just represent the companies that can afford PR firms," Rep. Katie Porter, chair of the subcommittee, said in her opening statement at the hearing on Sep. 14. "They attack the people on the opposing side personally. They set up fake online profiles to infiltrate nonprofit groups." Critically, Porter continued, these ploys aren't universal within the PR industry. But it'll require leadership from within to ensure that clearer lines are drawn between what's acceptable and what's not. 'Our industry's own brand of climate denial' As these unethical moves are employed by a subset of players within in the industry, it's up to the leadership of major marketing holding companies and PR firms to better define the boundaries of ethical practice, said Christine Arena, PR industry veteran and CEO of production company Generous Films. If they don't, the entire industry is at risk. "We need some sort of mechanisms for truth and accuracy in communications and for disclosure," Arena told Adweek. She testified at the hearing in her capacity as a longtime public relations practitioner. "It's incumbent upon leaders to step forward, admit that they've done wrong, admit that they have produced ads and tactics that are unethical, that are not transparent," Arena said. "Not one of them has done that. And that's really a shame. It's our industry's own brand of climate denial." The subcommittee's report separates the PR stratagems used to hinder strong climate policy into three categories: corporate image promotion, third-party mobilization and delegitimization of opponents. Beyond greenwashing The first category represents a core piece of any marketing or advertising strategy in some capacity. Still, when taken too far, it can often result in greenwashing, Arena pointed out. Much of the marketing used by established energy brands tends to exaggerate their commitment to environmental or climate goals. At the same time, these firms simultaneously lobby for legislation that undermines their publicly stated objectives. By definition, this sort of marketing activity doesn't necessarily cross an ethical line. But it raises red flags if the gap between message and action is particularly wide. The second and third categories of activity are where things really get dicey. Anne Lee Foster, former director of communication and community engagement for policy advocacy organization Colorado Rising, testified remotely during the subcommittee hearing. She told the Congressional members of her experience with third-party groups amid a campaign to get a proposed fracking limit on the statewide ballot. In 2018, she worked with Colorado Rising to collect signatures for a proposition that would prevent new fracking sites within 2,500 feet of homes, schools and waterways. Foster described how paid protesters arrived at sites where the group was working to collect signatures. She also told how she was followed and harassed by people she believed to be employed by these third-party mobilization groups. Adweek reached out to the PRSA, Occidental Petroleum (which acquired Anadarko in 2019), Chevron, Protect Colorado and Pac/West Communications for comment on this story. By press time, none had responded. Big Oil's long-term relationship with PR This kind of questionable PR activity isn't new. For the past 50 years or so, it has evolved alongside the oil and gas industry, according to Melissa Aronczyk, associate professor of media studies at Rutgers University, who spoke at the hearing. "Many public relations firms working for fossil fuel interests actively prevent public awareness and government action on climate change," Aronczyk testified. "And they are using many of the same strategies they developed decades ago." Still, as these methods come into focus for the public, they're apt to garner more scrutiny from lawmakers. And that presents a deeper problem for brands. PR practitioners and their clients could face potential lawsuits as climate litigation ramps up. In that light, the PR industry has an opportunity at this moment when Congress and the public are paying closer attention. Those that aren't engaged in "dark marketing practices" need to take a stand, Arena said. "This should be a turning point," she said. "We have to come together now and see this problem for what it is. Manage the problem, manage the risks, and be better at what we do and how we do it. We can do that as an industry. But it's disingenuous to suggest that any of us are leading on climate without addressing our industry's greatest contribution to the climate crisis itself." Did Patagonia’s Founder Just Launch Us Further Into the Green Vortex?

Sustainability News

'This Should Be a Turning Point': Congress Goes After PR Firms Obstructing Climate Policy

Critics say it's time for the industry to isolate bad actors and enforce higher standards

Kathryn Lundstrom

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Kathryn Lundstrom