Public Relations serve as the backbone of nonprofit organization models. And the Environmental Media Association figured out how to perfectly combine the fame of the film industry with the principles of PR to build an award-winning nonprofit.
Directly on its website reads, “EMA serves as a valuable link between the world of media and the environmental community, working tirelessly to bring the planet’s most pressing issues to the forefront of pop culture and make a true change by inspiring the next generation of filmmakers and entrepreneurs.” With a great mission and the use of prominent figures in pop culture, EMA understands how to use PR to make a change.
EMA has a social page showcasing its understanding of how to successfully spread a message. It explicitly states on the page how they reach hundreds of millions of people through their social media campaigns. Social media is an ever-growing piece of PR today, and a lot of misinformation and disinformation can circulate through it, which is why it is so important that we continue using it for good cause, as EMA is showing us.
The film industry uses significant amounts of resources, including money, and films can reach millions of people. That said, if they are going to be doing all the outreach they do anyways, it makes sense to push forward positive agendas, like working to save the environment. EMA uses the impacts of storytelling to “call for environmental justice, climate action, and sustainability,” through different events, awards, podcasts, newsletters, and blog posts. Looking on both sides, earning these awards and building relationships with EMA looks commendable for those in the entertainment industry who choose to take a greener approach.
One way EMA encourages sustainable film production is with its Green Seal. The EMA Green Seal is based on a 200-point scale. A production must earn a minimum of 75 points to earn a seal. With 125+ points, a production earns an EMA Gold Seal. A smart PR move made by EMA was opening up the Green Seal award beyond just movies — it can also go to TV shows, filmed commercials, and print advertising.
A list of EMA Green Seal winners can be found here. Winning productions are categorized by the year in which they were received – starting in 2005 with Green Seal-winning productions. In 2021, there were 100 Green Seal winners and over 100 Gold Seal winners. This difference in numbers between these years shows how much growth the EMA has made. Additionally, it is indicative of the progress productions have made in being more environmentally friendly.
With EMA promoting films and celebrities who believe in and support their mission, mutually beneficial relationships are built, which is the root of PR.