PRCA research shows the communications industry needs to embrace its leadership role in the fight for climate truth

The results of the second annual research report from the PRCA Climate Misinformation Strategy Group and Opinium show that almost every respondent (96%) advises their clients on the climate crisis, a 14-percentage point jump since last year’s research.

There was evidence of the industry’s growing confidence in identifying climate mistruths; while almost half (45%) of respondents encountered greenwashing, 89% pushed back on false claims. 

“It’s encouraging to see a rise in the number of PR and communication professionals helping their clients and colleagues understand the climate crisis and how they can effectively communicate the part they play,” says PRCA Climate Misinformation Strategy Group representative, Laura Sutherland.

“The call to action to industry is this: be braver – learn about ESG, learn how to approach a difficult situation with your boss or your client, start setting your own agency targets and communicate the action you’re taking.

“Please don’t forget your internal stakeholders. I talk a lot about ‘bringing everyone along on the journey’ and this starts with your team and staff. After all, what’s going on, on the inside, will reflect on the outside.”

The study of over 200 UK PR and communications professionals was conducted six months on from COP26 and explores attitudes and perceptions towards the climate crisis.

The results also show that professionals continue to face challenges in helping organisations move beyond intent towards action; only a quarter (24%) of organisations set science-based targets and 59% do not measure carbon footprints at all.

According to a complimentary Opinium study of over 2000 national representative UK adults, 57% of consumers are unaware of the outcome of COP26, with a third (33%) believing it had no effect on them.

31% of the public consider poverty to be the most pressing issue and half (50%) don’t regard the climate crisis as an existential threat, emphasising the urgency for PR professionals to use relatable and inclusive language around the climate crisis.