EjSBS - The European Journal of Social & Behavioural Sciences

The European Journal of Social & Behavioural Sciences

Online ISSN: 2301-2218
European Publisher

An Analysis of the Linguistic Features of a Green Public Relations Campaign


The article discusses the linguistic aspect of a green public relations (PR) campaign as one of the central means of contemporary promotion. An extensive theoretical background on eco PR history, instruments and usage related to the linguistic aspects is provided. The paper contains detailed information on the appearance and development of effective green PR campaigns based on a discourse analysis of the green PR campaigns of three internationally well-known brands. The empirical evidence was collected using a three-stage research framework based on a discourse-analysis methodology. The first stage describes the green PR strategies employed by Apple, H&M and Lush. The second step highlights and analyzes the common linguistic traits of these green PR campaigns and in the third part all the highlighted linguistic features are thematically collated for conclusions to be drawn. This research proves that in order to create a convincing green PR campaign, an organization needs to be aware of inherent linguistic characteristics of eco PR to formulate a strong message and lead unbreakable eco politics.

Keywords: Green PRcampaigndiscourse-analysislinguistic aspect

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About this article

Published online: 14.08.2023
Pages: 138-151
Publisher: European Publisher
In: Volume 32, Issue 3
DOI: 10.15405/ejsbs.337
Online ISSN: 2301-2218
Article Type: Original Research
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