The document discusses the use of social media for environmental public relations and advocacy. It provides examples of how organizations like Greenpeace, Sierra Club, EPA, and Edelman PR have leveraged social media platforms to further their environmental missions. Greenpeace used an impactful YouTube video campaign against Nestle that resulted in cutting ties with palm oil companies. Edelman helped Starbucks with a social media Earth Month campaign that increased brand favorability and engagement. In general, the document states that social media is a useful tool for environmental PR due to its ability to reach broad audiences cost-effectively and foster ongoing interaction.

2. Social Media
• An open-ended platform that allows individuals
with similar interests connect with one another
through to different networks.
• Numerous types of social media networks;
– social networks like Facebook
– media sharing like YouTube
– visual story telling networks like Pinterest
– Blogs and so on.

3. Environmental PR
• Communicates organization's corporate social
responsibility or environmentally
friendly practices.
• Manages tough environmental conflicts.
• Formulates guidelines on environmental
awareness campaigns for different target groups.
• Tries to change behaviors and encourage
participation on environmental protection while
trying to improve the organization's reputation .

4. GREENPEACE
• Takes the audacious, activist, committed,
aggressive approach in their public relations.
• Used a strong and traumatic YouTube
advertisement on social media for the campaign
against Nestlé . The palm oil companies they used
trashed Indonesian rainforests, threatened the
livelihoods of local people and pushed
orangutans towards extinction.
• The tremendous affect on social media caused
the success and Nestlé cut its ties with palm oil
using companies.

5. Sierra Club
• Promotes information service and dissemination
of information to the public.
• Coordinates with the government and private
sector on public relations campaigns and
dissemination of information and data on
environmental conservations.
• Uses social media as a space where users can talk
about innovations and how they are used to
further campaign goals.

6. EPA
• The U.S. Environmental Protection Agency was
created for protecting human health and the
environment by writing and enforcing regulations
based on laws passed by Congress.
• Uses social media technologies and to share
information in order to increase the potential for
everyone to gain a better understanding of
environmental conditions and solutions.
• They do not endorse any particular
social media site or technique.

7. Edelman PR
• A leading independent global PR firm founded in
1952 by Dan Edelman, is one of the first one to
start environmental PR.
• Works with different industries ;technology, non-
profit, healthcare and so on.
• Ranked as the top PR Firm and won the Global
Campaign of the year for transforming the brand
globally .
• Starbucks Campaign was named as the global
month of service with storytelling.

8. Edelman & Starbucks & Social Media
• An Earth Month was created to underline
Starbucks’ commitment to environmental
responsibility and the customer experience.
• Social media networks enabled Edelman to;
– reach the target audience
– receive a successful positive activity and immediate
responses
– allowed the team to stay in contact during and after
the campaign with the targeted audiences.
• The brand favorability rise of 40 percent among
consumers and 87 percent among partners.

9. Environment and Social Media
Social Media is a great tool for Environmental PR
because;
• Social media = Quality+Reach+Frequency+
Usability+Immediacy +Continuity.
• The immediacy will increase interactivity and
engagement.
• The constant information flow will take the
messages to different audiences.
• It is a cheaper source for promoting and interacting
directly with the audience.