Abstract

This paper seeks to understand the unique public relations challenges faced by U.S. nonprofit organizations as they work to prevent and mitigate the effects of climate change and other environmental challenges through advocacy, coalition building and other tactics. First, a SWOT analysis is used to examine the challenges and opportunities for motivating individual behavior change that would mitigate the inevitable effects of climate change and other address other environmental issues. Next, a content analysis of environmental nonprofits’ Twitter accounts is used as a window into the status of environmental advocacy communication. The final section is an application of relevant psychological and communication theories to the practice of environmental public relations in order to develop recommendations for public relations practitioners in this space.

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