Al Gore Gets Out of the Way

Have you seen the recent PSAs for the global environment called the "WE Campaign?" They feature unlikely allies, seeming opponents, who agree that global warming needs our attention. One spot features Democratic Speaker Nancy Pelosi and Republican former Speaker Newt Gingrich sitting together on a sofa. Another features the Reverends Pat Robertson and Al Sharpton, whom I would define as the epitome of "strange bedfellows."

Did you know that Al Gore was the brains behind this campaign? No, neither did I. And thank goodness for that.

Brilliant move. Fairly or unfairly, Gore is viewed as so uncredible in certain circles that he may turn off many viewers. So he is out of the picture. And look at the people who are in: Conservative stalwarts, with whom one doesn't normally associate with a message of conservation.

I'm sure that it was tempting for Gore to put himself in the limelight. It's only human nature, and in that regard, the former Veep seems more human than many. But in my view, his discretion pays off. I know that I was attracted to the pairings when I saw them on the screen, and I really paid attention to the message.

You should know that public relations people love Gore's work. Last June, the Public Relations Society of America bestowed their highest honor, the Silver Anvil, to the team that promoted "An Inconvenient Truth," naming them as Public Relations Professionals of the Year.

“The simple, enormously effective message of ‘An Inconvenient Truth’ is a convincing call to action that global warming is a critical issue for the health, safety and survival of humankind in every corner of the world,” said PRSA Chair and CEO Rhoda Weiss. “...In addition to galvanizing individuals and groups to adopt environmentally-saving habits, the campaign addressed corporate social responsibility....”

Al Gore and others around him obviously understand that the problem is often with the messenger and not the message. So the groups supporting this messaging left him out, including in his place people who will capture the attention of many who ignore or deride the climate issue.

This is a lesson for all of us when we communicate. As often as possible, we should cite sources and choose spokespeople that will not undermine our messages. It sounds like a simple rule, but it's so simple to violate. I still remember years ago when my brother-in-law tried to convince me that eggs were not high in cholesterol with a brochure that supported this theory. I ruined his argument when I pointed out the fine print on the back, which indicated that the brochure was produced by the National Egg Council.

PS. Lest you think that the PRSA is strictly a left-wing group, consider that the 2003 Public Relations Professional of the Year was Victoria Clarke, former Assistant Secretary of Defense for Public Affairs in the U.S. Department of Defense. She was cited for her "leading role in shaping the public’s understanding of the war on terrorism from those first moments on 9/11 to embedding journalists in military units as part of Operation Iraqi Freedom."