Chapter 4, PR for the “Public Interest,” reviews the endeavors which allowed industrial interests to promote their anti-environmental agenda as rational and reasonable. It also allowed them to advocate against the passage of further legislation. By advancing a rhetoric of “compromising for the common good,” PR actors helped diffuse the appearance of adversity in a 1970s and 1980s context of public concern over environmental damage, and cemented public relations as a legitimate profession with specialized skills of negotiation and dispute resolution. Throughout the 1950s, ‘60s, and ‘70s, as intensified battles over environmental futures were waged between environmental groups and business associations, PR actors found ways to create and manage influence in political contexts. PR consultants developed single-issue coalitions, public-private partnerships, green business networks, and other multiple-member groups, along with multi-pronged media strategies, to advance the idea of plurality.