The Carbon PR Cycle

"Organized by the World Bank, the International Emissions Trading Association and Koelnmesse (Cologne Trade Fair), Carbon Expo was supposed to be 'the Coming of Age of the Global Carbon Market,'" reports Chris Lang. At a journalists' workshop, World Bank Communications Advisor Sergio Jellinek said the Bank wanted to help journalists "in terms of getting the story right. You set the tone of the debate. It's a debate we want to be involved in," he stressed. "Carbon emission trading, a vehicle for development. Is this a story that's worth telling? I think it is."