Communicating net-zero: A conceptual model for effective strategic communications

IF 4.1 3区管理学 Q2 BUSINESS

Public Relations Review Pub Date : 2025-04-29 DOI:10.1016/j.pubrev.2025.102580

Nadine Strauß , Denis Šimunović

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Abstract

This paper introduces a conceptual model for effectively communicating net-zero strategies in response to the urgent challenges of climate change. By recognizing the historical influence of public relations in environmentalism, this study addresses a critical gap in research related to PR and strategic communication and its role in achieving carbon neutrality. The proposed model synthesizes current discussions on net-zero implementation (alignment, standard setting, actions, and advocacy) with complementary CSR and PR theories. The model thus offers a comprehensive approach outlining communicative challenges, theoretical foundations, and practical recommendations for effective net-zero communication. Furthermore, the paper identifies future research directions to deepen the understanding of PR's contribution to corporate net-zero initiatives. This approach thereby provides PR researchers and professionals with a theoretically informed foundation for employing PR and strategic communication to address the critical challenge of carbon neutrality effectively.

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沟通净零：有效战略沟通的概念模型

本文介绍了一个概念模型，用于有效沟通净零战略，以应对气候变化的紧迫挑战。通过认识到公共关系在环保主义中的历史影响，本研究填补了公共关系和战略传播及其在实现碳中和中的作用相关研究的一个关键空白。所提出的模型综合了当前关于净零实施的讨论（协调、标准制定、行动和倡导）以及互补的企业社会责任和公共关系理论。因此，该模型提供了一种全面的方法，概述了有效的净零沟通的沟通挑战、理论基础和实践建议。此外，本文确定了未来的研究方向，以加深对公关对企业零净倡议的贡献的理解。因此，这种方法为公关研究人员和专业人士提供了一个理论基础，可以有效地利用公关和战略沟通来应对碳中和的关键挑战。

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来源期刊

Public Relations Review Multiple-

CiteScore

8.00

自引率

19.00%

发文量

期刊介绍： The Public Relations Review is the oldest journal devoted to articles that examine public relations in depth, and commentaries by specialists in the field. Most of the articles are based on empirical research undertaken by professionals and academics in the field. In addition to research articles and commentaries, The Review publishes invited research in brief, and book reviews in the fields of public relations, mass communications, organizational communications, public opinion formations, social science research and evaluation, marketing, management and public policy formation.