ATLANTA: Home Depot will continue advertising on Fox News despite the Sierra Club's efforts to persuade the company to pull its ads from the network.
The Sierra Club targeted Home Depot because it believes advertising on Fox News - which features commentators who dismiss global warming - is inconsistent with the retailer's recent green initiatives, said Kristina Johnson, a Sierra Club spokeswoman.
Ron Jarvis, Home Depot's SVP of environmental initiatives, met with activists, but did not change the company's advertising stance.
"We're going to continue to advertise on Fox," said Ron DeFeo, Home Depot's director of corporate communications. "Our advertising campaigns are designed to communicate with our audiences in the most effective way possible."
However, the retailer prohibits advertising on highly opinionated programs on Fox News including The O'Reilly Factor, he added.
When asked whether the publicity surrounding the issue has prompted Home Depot to step up its green PR efforts, DeFeo said no. "For us, it's just business as usual," he said. Opting to buy from the company's recently launched Eco Options brand is a way for customers to show support for environmental issues, DeFeo added.
"It's not our place to judge [Fox's] position - or any other media outlet's position," he said.
Johnson said the Sierra Club wants to discredit Fox News as a news source and hoped Home Depot - amid efforts to market itself as a green company - would come onboard.
"It's fairly clear they have a choice," Johnson said. "They can take the lead as a company that really cares about the environment and puts its money where its mouth is when it comes to global warming."
Partnering with the Sierra Club would also prove to be a good PR move, as the majority of Americans believe global warming is a problem, Johnson added.
"We're going to keep the pressure on Home Depot," she said.
The effort is part of an ongoing campaign with MoveOn.org and Brave New Films. In addition, a petition with 40,000 signatures was delivered to several Home Depot stores.