H&K tracks green coverage

Ten topics have dominated media coverage in the run-up to the UN Climate Change Conference in Copenhagen (COP15) next week.

In-depth research by Hill & Knowlton revealed that more than a third of recent print media articles, blog posts and Twitter updates about the conference have speculated on how it will play out and what the outcomes will be.

Other popular topics include developed nations and their emissions, the consequences of climate change and the role of the US. These topics are being discussed more frequently as the conference date (7-18 December) nears.

Hill & Knowlton monitored coverage of Copenhagen across the most active print publications, blogs and Twitter accounts between 12 and 25 November. It broke the coverage down into the ten most popular topics.

At the start of the monitoring period, 42 per cent of all coverage focused on the outcomes of the summit, and this remained the most discussed topic as PRWeek went to press. But the topic declined over the period to 30 per cent, and more specific themes such as the legislative implications rose up the agenda.

Discussion of the consequences of climate change has increased the most, particularly on Twitter, where it now rivals expectations of what will happen at the talks.

Those who contest climate change have been given little space, either in print media or on Twitter. There has, however, been a big spike in such discussion in the blogosphere, particularly after a hacker leaked internal emails from a climate change research centre in the UK that appeared to suggest scientific data had been manipulated.

Print media, meanwhile, gave more space to the role of the US and China.

Feature, page 20.

Investment in developing countries
Investment in green industries
Contesting climate change evidence
Role of US and China
US role at COP15 and beyond
Legislative implications of COP15
Consequences of Climate Change
Role of developing nations
Developed nations and emissions
Expectation of COP15 outcomes

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