After all the hype surrounding the Copenhagen climate convention and John Key's last-minute attendance, little has happened to affect the public or show any definite signs of change. So what then was the point of this meeting and what has it achieved? The convention resulted in the Copenhagen Accord (http://unfccc.int/resource/docs/2009/cop15/eng/l07.pdf).
Fifty-five countries, making up 80% of the world's greenhouse gas emissions, have pledged goals for their efforts in the matter.
The Accord outlines goals as part of the aim to stabilise greenhouse gas concentration in the atmosphere - a seemingly worthwhile cause given this has been identified as one of the obvious outcomes of pollution and causes for Climate Change. But is this cause for celebration?
Maybe not, as the Accord is not a legally binding document - rather it is "politically-binding". The strength, or weakness, of this term was summed up by noted PR practitioner, blogger and climate change expert, Kevin Grandia: "With all the long hours I've been putting into to covering these climate talks, I'm sure my wife is wishing our marriage was a politically binding agreement, as opposed to a legal one". Nevertheless some world leaders are speaking out in support of the Accord. On February 1, 2010, the NZ Minister of Climate Change Nick Smith called the Accord a "constructive step forward" which closely echoed a similarly supportive statement from Gordon Brown at 10 Downing Street.
So it seems for the moment that Copenhagen stands only as a symbol of a political agreement with little influence or action to motivate those that really matter - the mass of world public opinion. What then can PR do to communicate more clearly the reasons for understanding or supporting the convention?
This is difficult because Climate Change is inextricably based on scientific reasoning and like all good science there are reports on both sides of the debate. This debate hasn't been helped by a recent article suggesting that ExxonMobil has been funding anti-climate change think-tanks - http://www.nzherald.co.nz/world/news/article.cfm?c_id=2&objectid=10624726. In addition the public has also been scared by the prospect raised by critics, of the cost to consumers if governments enact climate change legisation such as the NZ Government's Emission Trading Scheme (ETS).
No wonder climate change remains controversial and the general doubt or disinterest will remain as long as there is a plethora of divided opinion. This is where the UN, in conjunction with world governments and the private sector, needs to take a much more definitive and concerted role in consistently communicating the positive effects of tackling climate change in ways that do not confuse or shock the public, but rather inform and encourage. PR plays a vital role in issuing the call to action on a global, national, regional and individual level.
It will not be science alone that will convince the public to support the Accord and initiatives such as the ETS - it is the job of professional communicators to inspire change through making scientific data more accessible and showing how many companies and people are already making practical changes, from using sustainable energy such as biofuels, to recyclable packaging, to public transport.
PR practitioners need not to convince their audience just of the strength of the Accord or even the validity of climate change; rather they only need to communicate the desire for change through real examples.
