ABSTRACT
The proposed building would be Leadership in Energy and Environmental Design (LEED) platinum certified, the highest green building standard, featuring what was described as living roofs, gray water recycling, renewable energy and habitat restoration. The world at times can be a dangerous place for environmental advocates, especially those who go against forces that are stronger or in power. Journalists who go after these stories can also face danger. The goal of an advocate is to spin the message in a way that is beneficial to a particular cause or purpose. For journalists to detect the spin, they must first understand the motivation of the advocate or the organization. In recent years, advocates have complicated the situation by either funding or running their own studies, or attacking their opponents for undertaking those tactics. Journalists should also take care in seeking comments from environmental advocates and avoid using particular sources as a crutch.
