Sustainable Communication
In chapter 5, Sustainable Communication, the role of PR firms as international knowledge brokers is given its due. The chapter demonstrates the impact of a network of American public relations firms in spreading “green” PR across European and Mexican borders during a critical historical period. With the consolidation of the European Union and NAFTA on the horizon, corporate clients in a range of industries (from tobacco to chemicals to oil, coal, and gas) adopted promotional methods that advertised their commitment to environmentalism in an effort to sidestep sweeping regulations. By diffusing its core principles of sustainable communication over sustainable environmental behavior, PR networks helped to define environmental communication as a field in its own right, acting as a key cultural producer in the realm of international environmental governance.