The environment changes constantly. As the surrounding changes, so does the essence of becoming aware of the challenges surrounding it. With the influx of global warming, variations in weather patterns, natural disasters, cooling periods, amongst others, people need to understand the environmental problems that the earth is facing. The Greenpeace Organization is at the forefront of circulating the information and knowledge regarding ecological issues. The organization is leading a campaign that will utilize peaceful protests to creatively communicate and expose the international environmental challenges and develop solutions for a peaceful and green future. This essay examines their campaigns that seek to restore the consciousness of human beings so that they can protect their surroundings.
A visit to the Greenpeace Website vividly indicates the message that the company intends to spread to the global population. The executive director of the organization mentions that Greenpeace is determined to bear witness to the overwhelming destruction of the environment in a non-violent and peaceful way. The firm utilizes the non-violent confrontations to increase the quality and levels of public debate. In revealing environmental threats and formulating solutions, Greenpeace assures the society that they do not have any permanent foes. Additionally, they are quick to highlight that they are financially independent of commercial and political interests (Greenpeace, 2017).
The clear message above is directed to all parties involved in environmental conservations from the civilians to the governments, companies, media, and the members of the organization. Greenpeace’s campaign clearly stipulates their motives and the approach they are willing to take to fulfill their directives. Technology has executed an integral role in the campaign of the company. First of all, the information regarding the Greenpeace organization and their objectives can be obtained from a website on the internet. Additionally, the firm has managed to spread the word in over 30 countries by establishing branches in each of the nations using technology (Jugenheimer, 2009).
The primary directive of advertising a campaign or initiative is to promote an idea, service, or product. Advertising serves as the most expensive, controversial, and visible mechanism of marketing communication. It attracts intellectuals, directors, entrepreneurs, politicians as well as a lot of controversies. New media has greatly enhanced the abilities and choices of consumers to acquire images and information (Doyle, 2011). Consequently, improving the capability of organizations such as Greenpeace to persuade audiences and gain attention.
The content within the Greenpeace’s campaign aligns with the technician theory whereby the company approaches public relations with the assumption they know more about the issue than the public does. Moreover, the organization has already addressed and looked into all the aspects of the problem and is intent to prove the legitimacy of their actions. The assumption is that as long as they distribute and provide the information effectively, the public will adhere to it (Broom, 2009).
Greenpeace is determined to ensure that people understand the environmental issues and the solutions for the challenges. Hence, their campaign places them in a position where they have more information than the public, and they are willing to educate the masses so that they can protect the ecological systems. Using this theory, exposes the organization to the problem of trying to make people understand things from their perspective (Botan, 2009). In most circumstances, the public is unable to comprehend the consequences of their actions to the environment. They are ignorant and oblivious of the impact that exploiting natural resources and dumping wastes has on the future generations. Hence, it is up to the Greenpeace Association to inform and convince the society to make the right decisions regarding environmental conservation.
References
Botan C. (2009). Theories and Effects of Public Relations. 21st Century Communication: A
Reference Handbook. Thousand Oaks: Sage Publications.
Broom G. (2009). History and Concepts of Public Relations. 21st Century Communication: A
Reference Handbook. Thousand Oaks: Sage Publications.
Doyle C. (2011). A Dictionary of Marketing Advertising. Oxford University Press.
Greenpeace (2017). About Greenpeace. Retrieved January 24, 2017 from http://www.greenpeace.org/usa/about/.
Jugenheimer D. (2009). Media Planning for Advertising Campaigns. 21st Century Communication: A Reference Handbook. Thousand Oaks: Sage Publications.
