By Rose Levy
You might not have noticed, but climate desks are quietly disappearing. Reporters who used to cover the environment full time are being moved elsewhere. Some aren’t being replaced at all. Meanwhile, the climate crisis keeps getting worse.
Coverage of climate change on national broadcast networks dropped nearly 25% in early 2023, according to Media Matters. That’s not just a newsroom issue—it’s a public awareness issue. Fewer stories mean fewer chances for people to understand what’s at stake, what’s working, and what still needs to change.
This isn’t about pointing fingers. It’s about recognizing that if we want climate stories to stick, they can’t live only on the climate beat. They have to show up in business coverage, culture stories, policy debates—anywhere people are already paying attention.
At Pace, we’ve spent the last decade helping clients shape real, honest sustainability narratives. And we’ve seen how easy it is to fall into one of two traps: greenwashing or greenhushing. One exaggerates progress. The other stays quiet out of fear. Neither builds trust.
We work with brands, scientists, and business leaders who are doing the hard work. Our job is to help them be heard. That means making complex science understandable. Translating sustainability reports into plain language. Finding the human impact behind the emissions numbers.
The political climate isn’t doing us any favors. Policies that once moved us forward are being rolled back. But that doesn’t mean the work stops. It just means the way we tell the story has to change.
If your work touches climate, even indirectly, it’s time to stop thinking of your PR as a separate function from your sustainability work. You need a partner who can protect your credibility, expand your reach, and tell the story you’re too close to tell yourself. Get in touch and let’s make sure the right people are hearing it.