Page 140 - Carbon Capitalism and Communication Confronting Climate Crisis

10 FIGHTING FOR COAL: PUBLIC RELATIONS … 129

In response, PR practitioners would likely argue that their role is merely
that of an advocate in the court of public opinion, pleading the case for the
‘other side of the debate’ in order to counterbalance claims from those
working for environmental lobby groups or academics in research institu-
tions. But this courtroom analogy ignores the significant communication
power of the mining companies. The public sphere is not structured like a
courtroom and there is no magistrate to ensure a fair hearing and rational
deliberation. Moreover, unlike a public health and safety campaign, the
usual justification for persuasive PR campaigns—that the ends justify the
means—does not apply here. The scientific consensus on climate change
shows that the world needs to transition to greener forms of energy pro-
duction and soon. Communication campaigns that stymie this transition
endanger us all, including the employees working and living in mining
regions.