University of West Attica

Erasmus course - Public Relations

Winter 2023

Professor Prodromos Yannas

Assignment

November 22, 2023

Title: PR storytelling campaigns on Corporate Social Responsibility

issues

The paper will be structured in the following manner:

Part A (1500-2000 words)

I. Provide a definition of greenwashing

II. Analyze 1 case of corporate greenwashing in 3 of the
following industries (sectors): (total of 3 cases)
Company/Brand Greenwashing in tobacco industry
Company/Brand Greenwashing in energy-fossil fuel
industry
Company/Brand Greenwashing in food-beverage industry
Company/ Brand Greenwashing in fashion industry
Company/ Brand Greenwashing in tourism-hospitality
industry
Company/Brand Greenwashing in the automotive industry
Company/Brand Greenwashing in the airline industry

In your analysis of each case document how the company

frames(presents) the issue in advertising or in company
material, how the critics frame the issue, and specify the
advertising agency and/or the PR agency that is involved
in producing the greenwashing campaign. Claims of
greenwashing have been brought to light by NGOs (ie,
Greenpeace), international organizations (ie, World Health
Organization, International Institute for Sustainable
 Development), public authorities (ie, municipalities) civil
society organizations, activists, individual researchers.

Part B (1500- 2000 words)

III. PR – Corporate Social Responsibility – Sustainability

Today, most of the work of PR agencies focuses on corporate

social responsibility programs (emphasis on customers, HR
development- employees, environmental and societal issues) and
programs aimed at sustainable development, aiding companies
and other actors meet the United Nation’s Sustainable
Development Goals (SDGs). Analyze 1 PR campaign of a
company dealing with these issues in your country. For the
campaign you should provide information such as:

Title and Year of the campaign

URL for Website and/or YouTube channel

topic of interest (banning of plastics, phasing out child labor,

recycling material, eco label, electric cars, sustainable fashion,
sustainable agriculture, dietary and well-being concerns, DEI
(diversity, equality, inclusion) concerns

PR agency and name of company/brand involved

Objectives of the campaign

Key messages, target audience(s) and media channels

Assessment-metrics (reference to indicators) and reviews in the
media

IV. Conclusion
V. Bibliography

Deliverables_ Individual Project

Submit in electronic format a paper in word format totaling

maximum 4000 words including bibliography. Together with the
electronic copy of the paper include a powerpoint presentation
amounting to approximately 10 slides. The electronic and the
powerpoint copies must be sent to my email
prodyannas@uniwa.gr before the due date of January 24, 2024.
No late papers will be accepted.