The power of public relations (PR) is to change people’s behavior. Related to the above theme, the power of PR is to make people more environmentally-friendly. Undoubtedly, this has been, and shall continue to be, a challenging task for the Ministry of Natural Resources and Environment or NRE, for short. As outlined in the organization’s strategic planning document, NRE’s vision is to lead in sustainable management of natural resources and conservation of environment towards achieving the national vision.

Green PR, to my interpretation, is examining how organizations can responsibly raise awareness of technologies that will for example, tackle global warming, provide clean water and save energy. In short, Green PR covers PR efforts related to environment, resulting in change, action or influence.

No can deny that the environment is a real pressing issue. As the rest of the globe, Malaysia is no exception. Malaysia faces a host of environmental issues air and water pollution, haze, deforestation and issues regarding preservation of natural environment and resources. The diversity of natural resources provide enormous economic and community benefits. Such benefits must be often emphasized in our efforts and crafting of messages related to Green PR.

For example, in NRE’s previous campaign themed, “Tabiat takpa, bumi binasa” the focused message was that sustainable development encompasses the dimension that meets the needs of not only the present generation but also the future generations. Conservation and preservation had been our tag line throughout the promotion. Failure to manage the natural resources shall result in deforestation, climate change, ozone depletion and pollution. Thus, managing natural resources in a sustainable and integrated manner is essential for sustainability, and here lies the role of green public relations.

The media – print, electronic, online and technology-based media play a vital role in promoting sustainability.  In this age of internet, emails and blogs, one cannot afford not to care. A vibrant blogging community and the dynamic internet media provide openness in our society. Undeniably, from the PR standpoint, the media plays a significant role in enhancing awareness, making citizens environmentally aware, active and encourage participation in the context of sustainability.

Creativity and innovation, among others, entail better communication with stakeholders, addressing stakeholder’s concerns and building trust. In the words of our Honorable Prime Minister, Dato Sri Najib Tun Razak,

“…innovation does not belong to any particular individual or country or race because it can belong to everyone, and if it is made into a culture or practice, it can empower a country…”

To address sustainability from the creativity and innovation dimension, to my reading, includes the following pertinent aspects:

• Skills to organize and interpret data and information
• Ability to analyze issues confronting communities, and
• Sustainability requires a population that is aware of the goals of a sustainable society, and population that has the knowledge and skills to contribute to those goals

Based on the above backdrop, allow me to share some of the programs by NRE, particularly in relation to the theme of Green PR carried out by the Ministry:

• Kampus NRE
  Sustainability as a principle enjoys broad public awareness and support. Translating employee interest on sustainability into competitive advantage requires creating opportunities for employees to apply their creativity to progress towards sustainability.
  Kampus NRE, a new program launched early March 2010, aims to educate the employees on environmental issues by having executive talks, discussions, etc to engage the employees. Kampus NRE aims to promote NRE as a hub for learning organization. Besides providing current information, this  campus will also equip the personnel with skills and knowledge on matters related to management of natural resources andconservation of environment

•  Program awards such as Bandar Lestari, Sekolah Lestari, Anugerah Langkawi
  These programs aim to enhance awareness in preserving the environment among school children, community and the industry.

•  Debate competitions on environmental issues between universities and colleges

• Environmental Awareness Camps

• Publications such as the Era Hijau magazine, IMPAK, Climate Change in Malaysia, You Can Fight Climate Change today brochure, other publications on coral reefs, marine parks, biodiversity, forestry and environmental issues

•  Climate change talks with agencies, ministries, universities and industries

•  Dialogues with private sectors and NGOs

• Exhibitions to educate the general public

• Rakan Alam Sekitar program (launched in 2009) to involve parliamentarians with environmental awareness campaigns. The objective of this program is to enhance awareness and instill sense of responsibility in the public so that everyone should participate in conserving the environment and view this has a collective responsibility. This program also provides the platform or channels for views and comments related to environment

•  Eco film fest to encourage education and learning through environmental movies

•  Earth hour/Earth Day

• World Water Day

• Plant a tree campaign – 26 million trees for Malaysians (One Malaysian, One Tree)

Sharing green stories with our friends, family members, neighbors and seminars, too can make public relations a central and contributive entity in the green movement. Using green images, such as trees, is yet another effective way to convey messages related to environmental sustainability.

We cannot deny the importance of media in promoting sustainability. As seen by the increasing use of blogs, the new media will definitely be an important component of the multiple media. Furthermore, based on the principle that for PR to be effective, we need to speak the right message to the right people using the right medium.

In conclusion, clear and concise information demonstrates transparency to communicating sustainability achievements. In my observation, effective green PR can be aptly concluded as in the acronym SUCCESS, that is,  the messages disseminated should be:

S – simple

U- universal

C- concrete

C- credible

E- emotional

S- story-telling

S- sustainable

Dr. Amerjit Singh a/l S. Bhag Singh

April 2010