Hearts & Minds: If you’re cop-ping some flak, explain yourself

IT is a PR own goal. You’re due to hold the COP30 climate change talks in an area that embodies the environment issues the world faces and what do you do? Only build a highway for the delegates, destroying more nature and symbolising why the word is in such crisis. This year’s COP is taking place on the edge of the Amazon rainforest, in Belem and eight miles have been cleared so tens of thousands of representatives can travel easily to and from the port city. The optics are awful.

Organisations are often faced with problems that appear dreadful, that are bound to attract a barrage of criticism. But unless what is being done is for a reason that cannot be satisfactorily explained there is usually a way. Always remember, the media, the public can be forgiving. You must put them in your position and lead them through the thought process. What you want, is for readers, viewers, to say to themselves ‘I get it’.

In this case, COP is a huge global event. It doesn’t matter where it is held, there are always issues about the logistics and safely managing and transporting that number of people, many of whom are VIPs, and TV crews and all the attendant equipment. By any stretch, it’s a mammoth undertaking (an issue that is seized upon constantly by COP sceptics). This is no different.

The road is only one of several construction projects required to host the conference. It’s part of a plan that will see Belem’s airport expanded, new hotels, additional docking provided for cruise ships so they can supply extra accommodation. A disused runway is being turned into a park for the summit and buildings added. Say so. Spell out the whole list of developments, frame the piece of motorway in the overall context.

Neither will this be an ordinary bit of tarmac. It will be sustainable, with dozens of crossings for wildlife, cycle lanes and solar-powered lighting. Show you’re behaving as responsibly as possible, supply the detail.

Of course, it is regrettable, but the alternative was jammed roads, chaos and pollution. Or not holding COP at all. The fact it is in Brazil, in the Amazon, is testament to this government’s determination to address the warming planet. Yes, it’s bad, but viewed against the previous destruction of the rainforest, it is a small and necessary one-off.

That looks and sounds better.

Chris Blackhurst is one of the UK’s foremost business journalists. He was previously Editor of The Independent and City Editor of the Evening Standard.