Despite what you may have heard about the death of the coal industry, Peabody Energy is ramping up mining activities and going on the offensive, pushing “clean coal” on the world’s poor with a disingenuous but aggressive PR campaign. And for good reason: Peabody has got to sell the coal from the world’s largest coal mine to someone.
Speculation is rife that the new GOP-led Senate will join with its similarly fossil fuel-beholden House colleagues to usher in a new era of coal. Peabody, the world’s largest privately held coal company, isn’t waiting around to find out.
The company has teamed with public relations firm Burson-Marsteller—the notorious PR giant that helped Big Tobacco attack and distort scientific evidence of the dangers of smoking tobacco—to launch Advanced Energy for Life, a desperate attempt to shift the discussion around coal away from its deleterious effects on health and massive contributions to climate change and instead posit the fossil fuel as a solution to global poverty.
The aim of this PR offensive, according to a piece by freelance journalist Dan Zegart and former DeSmog managing editor Kevin Grandia (one of Rolling Stone’s “Green Heroes,” and deservedly so), the reason for Peabody’s charm offensive is simple: there’s money to be made selling coal in Asian markets, and Peabody aims to make it—as long as initiatives to combat global warming emissions don’t intervene. Which makes Burson-Marsteller the perfect ally:
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