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How to Save the World
Unformatted Document Text:  2 Literature Review There is a growing call for public relations practitioners who recognize the unique demands and opportunities present in a nonprofit environment. Increasing numbers of third-sector organizations are calling for skilled public relations professionals. The organizations include museums, hospitals, social service agencies, health care organizations, trade associations, unions, religious organizations, volunteer groups, public schools, higher education establishments, and those on which this paper focuses: environmental organizations. Kelly (1997) discusses the growth of environmentalism: in the 1960s the movement took hold; in the 1970s it had become institutionalized; in the 1980s it became mainstream; and in the 1990s it flourished with environmental public relations emerging as a growth profession. Kelly points out that vast amounts of the Americans now consider themselves to be environmentalists − in the U.S. there are over 150 major nationwide environmental organizations and over 12,000 related grassroots groups. According to Cutlip, Center, and Broom (1994) “Environmental issues will dominate public debate and public policy well into the twenty-first century. Faith Popcorn calls this movement the ‘Save Our Society’ trend and says it is ‘the issue for the soon-to-take-over generation” (p. 200). As the current generation takes its hold of the environmental debate, further study on the roles and processes of environmental organizations − particularly in regard to their international impact on public relations and public policy components − is needed. In the fast-growing literature on international environmental affairs, two phenomena regarding environmental non-governmental organizations (NGOs) stand out. One is the tremendous growth in the size and numbers of environmental NGOs. The second...is the growing awareness among scholars that this phenomenon is not ‘epiphenomenal’, but integral to the peculiar nature of world environmental policies itself. (Princen and Finger, 1994). An examination of environmental organizations and their relation and impact on corporate activities, both national and international, echoes what several scholars now suggest: namely that environmental concerns are increasingly finding themselves on the top of the corporation’s agenda. (Wilcox, Cameron, Ault, and Agee, 2003; Cutlip Center and Broom, 1994; Kelly, 1997; Howard, 1998; ). The growth of discussion on the “green movement,” throughout both the academic and popular literature, exemplifies this concern. Further, discussions of topics

Authors: Nordhoff, Andrew. and Downes, Edward.
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2
Literature Review
There is a growing call for public relations practitioners who recognize the unique demands and
opportunities present in a nonprofit environment. Increasing numbers of third-sector
organizations are calling for skilled public relations professionals. The organizations include
museums, hospitals, social service agencies, health care organizations, trade associations, unions,
religious organizations, volunteer groups, public schools, higher education establishments, and
those on which this paper focuses: environmental organizations.
Kelly (1997) discusses the growth of environmentalism: in the 1960s the movement took hold; in
the 1970s it had become institutionalized; in the 1980s it became mainstream; and in the 1990s it
flourished with environmental public relations emerging as a growth profession. Kelly points out
that vast amounts of the Americans now consider themselves to be environmentalists
in the
U.S. there are over 150 major nationwide environmental organizations and over 12,000 related
grassroots groups. According to Cutlip, Center, and Broom (1994) “Environmental issues will
dominate public debate and public policy well into the twenty-first century. Faith Popcorn calls
this movement the ‘Save Our Society’ trend and says it is ‘the issue for the soon-to-take-over
generation” (p. 200).
As the current generation takes its hold of the environmental debate, further study on the roles
and processes of environmental organizations
particularly in regard to their international impact
on public relations and public policy components
is needed.
In the fast-growing literature on international environmental affairs, two phenomena
regarding environmental non-governmental organizations (NGOs) stand out. One is the
tremendous growth in the size and numbers of environmental NGOs. The second...is the
growing awareness among scholars that this phenomenon is not ‘epiphenomenal’, but
integral to the peculiar nature of world environmental policies itself. (Princen and Finger,
1994).
An examination of environmental organizations and their relation and impact on corporate
activities, both national and international, echoes what several scholars now suggest: namely that
environmental concerns are increasingly finding themselves on the top of the corporation’s
agenda. (Wilcox, Cameron, Ault, and Agee, 2003; Cutlip Center and Broom, 1994; Kelly, 1997;
Howard, 1998; ). The growth of discussion on the “green movement,” throughout both the
academic and popular literature, exemplifies this concern. Further, discussions of topics


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