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How to Save the World
Unformatted Document Text:  21 out. It seems that, while national governments are running into red-tape and defensive strategies in environmental summits such as Johannesburg, the smaller nonprofit agencies are striving to slip under the tape to establish working relationships across borders. This study also strengthens the idea that the relationships between environmental agencies and national corporations are being actively solicited on both sides of the negotiation table. The barrier between the for-profit and non-profit sectors is breaking down as many corporations are noticing that environmental responsibility can play a significant role on its bottom line. This is an important topic among stakeholders across the world and it is clear that nonprofit organizations in Boston and London are being approached by corporations to enhance their image regarding social responsibility. It seems safe to assume that the activities in these two cities are being mirrored in other cities across the world. The data point out that there is a shift in the media’s portrayal of the state of the environment. The majority of the groups interviewed stated the public is already aware of environmental issues, as opposed to the 1970s. In the past, environmental agencies used the media to teach the public about the ecological damage and its effect on the earth. Today, organizations must realize that they must push the media beyond their traditional role of informing its audience about environment’s gloomy state of affairs. The media seem tired of this role and that explains why these groups have so much difficulty using the media to reach potential members. New approaches to the journalists must be introduced in order to keep their interest, yet still provide the public with pertinent updates on the environment. The evidence of the study points to the fact that public relations techniques are utilized in several aspects of nonprofit issues management. Methods in member recruitment, fundraising goals, and group-to-group networking are being refined by PR professionals as they seek more specialized audiences, utilize corporations to achieve their financial goals, and harness the media effectively. In addition, the interviews show that the role of public relations is growing in new directions. As nonprofit environmental organizations increase their contact with corporations and explore new ground in corporate social responsibility, their cause will gain momentum as it moves forward into the future. This study indicates that as environmental groups in England and the United States continue to reach across borders to develop mutually beneficial relationships, the PR practitioner’s role will become more integral to these organizations in their struggle to save the world.

Authors: Nordhoff, Andrew. and Downes, Edward.
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21
out. It seems that, while national governments are running into red-tape and defensive strategies
in environmental summits such as Johannesburg, the smaller nonprofit agencies are striving to
slip under the tape to establish working relationships across borders.
This study also strengthens the idea that the relationships between environmental agencies and
national corporations are being actively solicited on both sides of the negotiation table. The
barrier between the for-profit and non-profit sectors is breaking down as many corporations are
noticing that environmental responsibility can play a significant role on its bottom line. This is an
important topic among stakeholders across the world and it is clear that nonprofit organizations in
Boston and London are being approached by corporations to enhance their image regarding social
responsibility. It seems safe to assume that the activities in these two cities are being mirrored in
other cities across the world.
The data point out that there is a shift in the media’s portrayal of the state of the environment.
The majority of the groups interviewed stated the public is already aware of environmental issues,
as opposed to the 1970s. In the past, environmental agencies used the media to teach the public
about the ecological damage and its effect on the earth. Today, organizations must realize that
they must push the media beyond their traditional role of informing its audience about
environment’s gloomy state of affairs. The media seem tired of this role and that explains why
these groups have so much difficulty using the media to reach potential members. New
approaches to the journalists must be introduced in order to keep their interest, yet still provide
the public with pertinent updates on the environment.
The evidence of the study points to the fact that public relations techniques are utilized in several
aspects of nonprofit issues management. Methods in member recruitment, fundraising goals, and
group-to-group networking are being refined by PR professionals as they seek more specialized
audiences, utilize corporations to achieve their financial goals, and harness the media effectively.
In addition, the interviews show that the role of public relations is growing in new directions. As
nonprofit environmental organizations increase their contact with corporations and explore new
ground in corporate social responsibility, their cause will gain momentum as it moves forward
into the future. This study indicates that as environmental groups in England and the United
States continue to reach across borders to develop mutually beneficial relationships, the PR
practitioner’s role will become more integral to these organizations in their struggle to save the
world.


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