Saturday, April 10, 2010

From a PR Perspective: The Great Global Warming Swindle

Many people confront me and bring forth arguments to deny climate change. I recently was sent a link to the video:The Great Global Warming Swindle and of course was intrigued and watched it.



It's an interesting debate from a PR perspective. There are and always will be, firm supporters and non-supporters on both sides of the climate change debate.



Yet, films or information presented about climate change that are only one-sided, do little good to further the debate. It only increases the distance and opposition of both sides. If you want to add value, you need to present both sides fairly. Although people to decide for themselves. Allow them into the discussion process, and you will increase their buy in.

By creating a film like this one, it is actually counter-productive to the climate denier stance. To see why, take a look at the comments about this film on You Tube.

There are only two evident sides: People who are saying: "Yes! I knew climate change was a hoax!" and then those disclaiming the validity of the arguments in the film.

I for one, obviously, are on the supportive side that climate change is real. And reasonably, watching this video did not change my stance on the issue whatsoever.

But it did bring up some interesting points:

1. I completely agree that the IPCC and environmentalists have an invested interest.

But this is because EVERYONE has an invested interest of some sort. To simply argue that we don't is naive. Humans are self-interested and self-serving!

But to forget that climate change deniers also have a invested interest is also naive. Does the oil and coal industries have a monetary investment in the climate change debate? Yes. They stand to loose a ton of money if there is increasing political movement to cap any fossil fuel development.

2. To attack environmentalists and suggest we do not care about the developing world is a low-blow.



Yes, of course we are concerned about various problems arising from industrialization of the developing world. But this isn't just about greenhouse gas emissions. You think we don't like coal just because it is one of the biggest carbon dioxide emitters? It also creates smog and health problems too.

But the film tries to pull an emotional string with its viewers in that climate change supporters are hurting the development world, by telling them to only develop renewable energy.

Oh no! We are apparently telling African schools to decide between using a light, or the refrigerator. You can't have both! We're so cruel aren't we?!

Are we supposed to believe that climate change deniers care more about the developing world than climate change supporters? For example, you expect me to believe that a large oil company wanting to develop Africa's oil resources does so to alleviate it's suffering? Please. Most companies care about the bottom line: profits and shareholder value. If they happen to go beyond profit making, its usually because their stakeholders are demanding it.

Bottom line, most of us want the developed world to consume less and the developing world to develop better than we did, with less pollution, waste and health problems than we did.

3. Science that is presented as simple facts have no place in either side of the debate.

To make a claim that volcanoes for example, create more carbon dioxide emissions than human-made emissions and stopping there is too simplified.

What also is emitted from volcanoes? Particles. Did you know that when a volcano explodes, that these particles can actually block out the sun? In many instances, volcano eruptions produce a cooling effect.



My purpose is to not to discuss the details of volcanoes, but to simply point out: The science behind climate change is complicated.

There are numerous factors to consider. And to take only a few arguments in isolation without consideration of the bigger picture is simply not credible. Apply this to both sides of the debate. People taking everything at face value in An Inconvenient Truth without looking at it from a critical view point is also wrong.

My support of science of climate change did not arise from watching one video or picking up one book. In fact, I consider myself well educated in the area. I have looked at numerous journals, completed several courses about Climate Change and read several books from both sides. In no way I am claiming to be an expert on the matter, but I have at the very least support my view by seeking both sides of the debate.

4. The purpose of science is to seek the truth. Therefore, its important to support scientists on both sides of the debate.

Science, by its very definition is designed to progress. We need the best scientists to offer their expert opinions and continually monitor the effects. Yet, when scientists resign from the IPCC and do not offer their valuable opinions to the entire body of research, this is counterproductive. Especially when they are used in the film and taken out of context.

The IPCC is a complicated organization. Agreeing on the complicated science is an immensely difficult task. No one is proclaiming they are perfect. No science ever is, especially within a political arena.



But would I take the report of several thousand international scientists over a few deniers? Yes, I do.


In summary, its important to debate both sides and always add value to the conversation. No one wants to hear a one-sided argument anything except for those already on your side. Don't just preach to your followers, try to engage the rest of society critically, thoughtfully and as unbiased as humanly possible. And this advice goes to both sides.

Have something to say? I welcome all well-researched and credible comments.

Friday, April 9, 2010

Dogs are a PR Practitioner’s Best Friend

I love my dog. Not only does he bring a smile to my face, but he is a constant attention grabber. And with a future in PR, I absolutely love it.

Not only does he sing...



He also catches a frisbee, plays ball and loves to swim, I could not ask for a more perfect ice breaker for environmental issues besides David Suzuki.



Recently, during this year’s Earth Hour, Trigger was a huge hit to gather people’s interest in the Clean Train Student Coalition. Random people snapping pictures of him and trying to read his shirt was priceless.

Getting petition signatures for electrification of the Union-Pearson extension was not a problem, as long as people could pet him!



Which brings me to an interesting ‘a-ha’ moment.

In a world full of connection through technology, social media and the internet, we sometimes forget the face-to-face opportunity staring right at us.

We could learn a thing or two at the dog park. Who knows who’ll we meet and when, but being open to the opportunity is the most important step.

Thursday, April 8, 2010

Evian Water? No Thanks

After seeing this ad from Evian on my way home the other day...



All I have to say is: Are you kidding me?

It can be argued the key to a consumer's heart is self interest. But this ad made me literally laugh out loud at it. And of course angry enough to write a blog post about it.

Its interesting because the bottled water industry is falling. Perhaps they are running out of advertising ideas?

To put a half naked women on their ad and make us feel like the only thing we care about is our own bodies is a joke.

This is a perfect example of how businesses paint society as only self-interested and self-centered.

Sure I'm health conscious, but there are plenty more important things that I care about!

And what about the other bodies? Take the Aral Sea for example. It's greed and selfish thinking that leads to using resources unsustainably. So stop shoving selfish advertising down our throat! I at the very least, am not buying it!

And if this is where Evian is going next with its advertising...



Then I'll take it! This doesn't make me want to buy anything. But it doesn't make me angry either.

Friday, March 19, 2010

Can Social Media Save Ford?

Until the past year, Ford has been on a sales decline.

With a poor reputation in a market full of low emission vehicles, Ford needed to promote their new Fiesta to Gen Y. A group that has not established brand loyalty....yet.



So Ford decided to forgo traditional marketing. Translation = No paid advertising!

...and a grassroots social media campaign was born. The new Ford Fiesta was promoted by giving the vehicle to 100 social “agents" and having them promote Ford’s new vehicle through several social media platforms, including Facebook, Twitter, blogs, video and pictures.

This was a perfect fit for targeting millennials, an emerging audience that PR needs to be careful with. Check out my about post about Blogger Relations and Gen Y.



So obviously Ford did its homework. Selecting 100 people from various backgrounds with already well established social networks was key to its success.

Did it pay off?

Well in the first 6 months of the campaign according to Mashable,

-There was 4.3 million YouTube views
- 500,000+ Flickr views
- 3 million+ Twitter impressions
- 50,000 interested potential customers, 97% of which don’t own a Ford currently.
- Ford sold 10,000 units in the first six days of sales.

No doubt a huge success, but can we trust the content? Or is it just sponsored conversations?

Looking for more? Check out Lauren's, Shelley's, Hayley's, Owen's and Sabrina's blog posts on Ford's corporate social media campaign.

Thursday, March 18, 2010

Why Toronto Needs a Makeover

Dear Toronto,

I enjoy many things about you! Your exciting nightlife, the diversity of the people...and of course I love your recycling program!



But you need a major overhaul.

Your dirty, smog-creating, noisy diesel trains running through my neighbourhood is driving me crazy. Now you tell me you are going to run over 450 trains every day?!



Although Toronto is considered Hollywood North, we don't want it ending up looking like L.A. on a smog-filled day...



Why go diesel, when we can go electric? Let's mirror the other hundreds of cities that are doing so already, including Seattle, Calgary and Vancouver.

Electric is in!

Come on Toronto, be the city I know you can be.

Help advocate for clean trains! Visit here.

Friday, March 12, 2010

This Blogpost = 1 Planted Tree

This blog post is Carbon Neutral.

carbon neutral offers and shopping with kaufDA.de

An interesting concept, great PR tactic.

How does it work
? A company out of Germany is planting a tree if you include a blog post about their initiative. Then email it the link to your blog post, and presto! It will plant a tree on your behalf to offset your greenhouse gas emissions created by blogging.



Although not the answer to all of our climate change problems, carbon offsets are one of the many of tools in the toolbox we can use.



Why Go Carbon Neutral?

1) In many cases, it's impossible to reduce your greenhouse gas emissions to zero.

2) You can help support renewable energy projects.

3) Lots of people are doing it!
Governments
Athletes
Businesses
Bands
Movie Studios

But always remember:

Don't purchase carbon offsets if you can spend the money on decreasing your emissions!

Be weary of anyone who just takes the business-as-usual approach to climate change.

Interested in learning more? Check out this.

Thursday, March 11, 2010

I Wish Every Day was Bottled Water Free Day

HAPPY BOTTLED WATER FREE DAY!

Today is Canada's very first Bottled Water Free Day. But don't you wish every day was Bottled Water Free Day?! I do!

In light of this special day, here are the top five reasons why you should stop buying bottled water:

1) There is a global water scarcity. It takes between 3 to 5L of water to produce 1L of bottled water.

In Canada, we are not immune to water shortages. But we are a net exporter of bottled water. So why are we allowing the sale of our water, a precious resource that we are fortunate to have?




2)Bottled water contributes to climate change. Its transportation and manufacturing produces large amounts of greenhouse gases.

This is especially true for Fiji water.

It is estimated that the manufacturing and transport of one kilogram bottle of Fiji water consumes 26.88 kg of water, 1L of fossil fuel and emits 1.2 pounds of greenhouse gases.


3)Bottled water is filling up our landfills. Anywhere from 50-80% of bottled water is NOT RECYCLED.


Have you seen the many Brita commercials? It takes millions of years for one bottle of water to break down in a landfill.





4)Bottled water is not safer nor cleaner than tap water.



Tap water, unlike the bottled water industry, is tested more stringently and more often. The bottled water industry is only paying big bucks to make you think it's more clean. Some bottled water has been known to be just regular tap water!

Think DASANI...

5)Access to clean, safe water is a right. Supporting the bottled water industry allows them to privatize water and with only a select few who profit.



Do yourself a favour. Make the pledge: I will not drink bottled water!

And check out this amazing video on the Story of Bottled Water!