TUESDAY 23 FEB 2021 1:22 PM


According to recent studies, there is only a 5% chance of hitting the global targets set out in the 2015 Paris Agreement. Misinformation is one of the biggest challenges in tackling the climate crisis, so the PRCA has set out to equip PR professionals with the tools to help.

The PRCA has partnered with strategic insight agency Opinium, to run two separate studies on climate crisis misinformation. The first focuses on the general public, while the second explores the role of PR professionals in advising clients and organisations. The initiative launched ahead of the bid to promote the importance of ethical communication at the 2021 United Nations Climate Change Conference (COP26).

Comms and PR leaders play a key role in tackling the spread of misinformation as they can advise teams across the public, private and third sectors on the most effective methods of communicating climate crisis related activity.

A small strategy group led by John Brown, founder of Don’t Cry Wolf will be delivering on six crucial objectives. The group will equip comms professionals with the knowledge and insight to provide adequate advice to clients and organisations. It will also work to dispel climate myths, champion UK progress and lobby for government help in stopping the spread of misinformation.

Brown says, “Through this initiative, we’ll be looking to not just tackle the spread of misinformation, but equip comms professionals with the tools they need to engage in the discussion from a place of confidence and positivity, while helping the public to navigate a polluted debate and focus on what matters.”

The PRCA is calling for PR professionals to complete the five-minute survey, which can be found here: survey.opiniumresearch.co.uk/p?qif=857c8f5e 

Respondents will remain anonymous and the data gathered will be used to help shape the group’s strategy up to and beyond COP26.