A Strategic Nature shows how public relations has dominated public understanding of the natural environment for over 100 years. More than spin or misinformation, PR is a social and political force that shapes how we understand and address the environmental crises we now face. Drawing on interviews, ethnography, and archival research, Melissa Aronczyk and Maria I. Espinoza offer an original account of the promotional agents who have influenced public perception of the environment since the beginning of the twentieth century, revealing how professional communicators affect how we think about public knowledge and who can legitimately produce it. Instead of focusing on just the messages or the campaigns, this book provides a conceptual framework for understanding the promotional culture around the meaning of the environment. A Strategic Nature argues that it is not possible to understand the role of the environment in our everyday lives without understanding how something called “the environment” has been invented and communicated to us throughout history. To tell this story properly requires a careful account of the evolution of the institutions, norms, and movements that have pushed environmental concerns to the fore of public opinion and political action. But it also demands an examination of the simultaneous evolution of professional communicators and the formation of their institutions, norms, and movements. Without this piece of the puzzle, we miss crucial ways that struggles are won, resources allocated, and beliefs fostered about environmental problems.