It's arguably the greatest comms challenge of our time - but why do many climate emergency messages fail to cut through, and what more can the PR industry do? That's the focus of the latest podcast from PRWeek, as the COP27 climate talks continue in Egypt.

PRWeek UK’s Beyond the Noise podcast, which is published on alternate weeks, looks at some of the biggest issues affecting comms and PR. Joining regular host Frankie Oliver this week are Rupert Read, the academic, author and former Extinction Rebellion spokesperson, who is leading a new 'moderate flank' of the protest movement; and Jack Lundie, director of campaigns & engagement at the WWF, which is set to release its 'People's Plan for Nature' project.

The guests are asked about the effectiveness of direct-action protest groups like Just Stop Oil and XR. 

In this episode:

• Read explains his decision to leave XR following "many PR mistakes" - including one stunt that "damaged the brand"
• Lundie stresses the need to translate the climate emergency into real outcomes in the living world
• Host Oliver, who runs the agency New Society, emphasises the importance of citizen activism rather than focusing on things like individuals' carbon footprints

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