Jessica Peddie, PLMR
Luka Kors, Bijl PR
Every year, the Global Communications Alliance (GCA) brings communication professionals together through the GCA Peer Mentorship Programme. This unique initiative pairs industry peers to exchange insights and experiences. This year, Jessica Peddie from UK-based PLMR and Luka Kors from Dutch agency Bijl PR discussed the similarities and differences in their field. While Jess specialises in health and social care, Luka’s expertise lies in the industrial sector. Their conversation touched on environmental communication, local PR, and the nuances between the UK and the Netherlands.
In an era where transparency and community engagement are vital, environmental communication has become increasingly important. Whether it’s complex industrial projects, the national rollout of health and social care initiatives, or large-scale sustainability efforts, involving local communities is essential for success. We explored how local PR and environmental communications help organisations build bridges and create meaningful impact.
Listening, Understanding, and Engagement
Environmental communication focuses on building a constructive relationship with the surrounding community of a project, organisation, or activity. The goal is to foster trust, create support, and facilitate an open dialogue with stakeholders, including residents, local governments, businesses, and civic organisations.
Jess emphasises, “In social care, listening to local communities is essential. We often work with organisations launching services in new areas, and the first step is always to understand the community’s priorities and concerns. By doing so, we can create tailored strategies that not only resonate but also foster trust and collaboration. It’s not just about communicating a message; it’s about building relationships that last.”
Luka adds, “Environmental communication is about listening, understanding, and genuine engagement. A successful approach requires a strategy that feels authentic and tailored to the unique needs of the community you’re operating in. It’s essential to consider the channels through which you communicate. At Bijl PR, this is something we constantly address, particularly in projects like the Burengesprek Botlek Europoort. In this industrial region, we facilitate dialogue across six municipalities and 18 towns and cities.
“Through a combination of online and offline communication, we connect a wide range of stakeholders, employees, volunteers, residents, and even mayors. The dynamic platform offers more than just news; it’s a trusted space for companies and residents to exchange ideas and share feedback. Additionally, we’ve organised various community-based projects to actively engage local residents.”
What Makes a Strong Environmental Communication Strategy?
A robust environmental communication strategy incorporates several key elements. First, listening to the community is paramount. By starting with an understanding of the concerns, questions, and expectations of local stakeholders through methods like surveys, interviews, or town hall meetings, organisations can give the community a voice.
Proactive transparency is equally important. Sharing information, even when it’s challenging, builds trust. People value honesty and openness. Consistency is also critical, as one-off campaigns are insufficient for achieving lasting impact. Communication must be ongoing to maintain momentum and foster long-term relationships.
Finally, creativity brings the strategy to life. Using storytelling, visuals, and interactive platforms makes complex topics accessible and engaging, helping messages resonate with diverse audiences.
The Power of Local PR
Another topic we frequently discussed was the value of local PR. Local PR plays a critical role in the success of environmental communication and can even amplify national campaigns. By tailoring a national initiative to local relevance, organisations can resonate deeply with communities while simultaneously creating a ripple effect of attention across the country.
Jess notes, “Local PR is about immersing yourself in the culture and context of a community. For social care organisations, this could mean partnering with local charities or hosting open days to welcome new residents. By showing genuine investment in a community, we’re able to foster trust and support while creating opportunities for long-term collaboration.”
Luka elaborates, “Local PR allows for a customised approach that reflects the unique dynamics, pride, and sensitivities of a specific area. For example, Bijl PR supported National Climate Week by encouraging local communities to nominate ‘Climate Mayors’. Every municipality had its own Climate Mayor during the week, generating media coverage across nearly all municipalities in the Netherlands. Beyond the national attention, the Climate Mayors themselves organised additional initiatives that strengthened local engagement.”
Cultural Differences and Shared Principles
Reflecting on our collaboration, we noted how cultural differences between the UK and the Netherlands influence their approach to PR.
Jess explains “In the UK’s social care landscape, trust is paramount. Therefore, organisation may sometimes be cautious to engage broader media activity because of an understandable desire to protect their reputation. But I’ve found that working with clients to understand the importance of being upfront and honest is what really builds trust.”
Luka adds, “In the Netherlands, there is a strong emphasis on directness and open dialogue. This aligns well with environmental communication, where honesty and engagement are key. However, it’s crucial to adapt to the unique needs of each community, as no two are the same.”
Despite these differences, we agree that the shared principles of listening, transparency, and collaboration remain central to successful PR strategies.
