Abstract
The article argues that modern media and public relations play a significant role in addressing environmental issues. It is shown that in order to create favorable conditions for the implementation of ecological PR, it is necessary to take into account the relations not only between the enterprises and their target audiences but also between the subjects of environmental PR. It is proved that carrying out environmental PR is possible with the use of РR-tools, which can be various, depending on measures, such as publications in mass media; events for journalists; environmental measures; social-environmental advertising. Based on generalized literature sources, it has been proved that modern market relations for the support of socially responsible businesses require the use of such aspects of motivation during environmental PR that shape the consumer with a caring attitude to the environment and their health. It is proved that along with the production of environmentally friendly products, the opposite phenomenon is observed – greenwashing. Therefore, examples of social responsibility of enterprises that carry out environmental PR and are responsible for ecological problems form social responsibility for environmental protection for all market participants.
Highlights
Research has shown that environmental public relations (PR) is the responsibility of modern businesses to be responsible for protecting the environment
The result of the study is shown that modern market relations support socially responsible businesses and require the usage of environmental aspects of motivation in the consumer, which shape the consumer’s caring attitude to the environment and their health
Taking into account these aspects of motivation contributes to increasing attention to environmental issues and influences attitudes towards consumption by the target audience
Summary
There is a need to create communication between organic producers and consumers 12) that 75% of buyers prefer a company that is known to be making significant efforts to do environmentally conscious activities, and 72% of respondents are interested in what companies do to maintain environmental sustainability Such consumers’ attitude encourages manufacturers to introduce the new methods of doing eco-business and comprehensive coverage of their environmental activities. Finding a competitive advantage in the market requires eco-producers to build communication with customers through PR activities Among these activities, there are following: exhibitions, seminars, presentations, press conferences, charity events, organization of thematic conferences, etc. A modern businessman comes to the need for spiritual growth, which will increase consumer loyalty, in their number, and, the profitability of the business
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