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

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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