“Just because you’re promoting a worthy cause doesn’t justify distorting the truth.” That’s the first – and probably most damning – sentence in a Washington Post article about how nonprofit advocacy group American Rivers bended facts in its most recent report on the state of national waterways.
American Rivers declared the Potomac River the most polluted in the US, but critics of the report argue there’s no scientific way to label one large river dirtier than any other. Of course, there’s political shock value in spotlighting a river running through the seat of federal government as most polluted. But when an advocacy group can’t back up its statements, what good is the PR value?
We recently discussed this principle in analyzing the Kony 2012 meltdown. Just like that post predicted future Invisible Children headlines, you can bet next year’s American Rivers “Top 10” report will invite significant skepticism, playing into their opponent’s hands – and defeating the group’s own mission to promote environmental advocacy.
Advocacy groups, take heed: lying about your cause will not make it righteous. And it’s terrible PR as well.
Actually, the lesson here seems to be about one bad, poorly reported story breeding more poorly reported stories. Our Most Endangered Rivers report has never been a list of the most polluted rivers, and we never claimed the Potomac is the most polluted in the U.S. In fact, we make it very clear the report is a list of rivers at a crossroads, facing key decisions — again, NOT a list of the worst/dirtiest/most polluted rivers.
It’s unfortunate the Washington Post column (and now this blog) portrayed it that way.
To clarify the reasons behind the Potomac River listing, American Rivers submitted the following letter to the editor, which was published in the Post: http://www.washingtonpost.com/opinions/the-danger-to-the-potomac-river-is-real/2012/05/23/gJQA4k6LlU_story.html
As a communications professional who has been with American Rivers for 15 years, I take pride in our work, our expert staff, and the thoughtfulness that goes into all of our decisions. I welcome the opportunity to discuss the report and our strategy with anyone who has additional questions. — Amy Kober, senior communications director, American Rivers, akober@americanrivers.org