ABSTRACT
This chapter examines claims-makers in the broadest sense of the term, including environmental pressure groups, government and business/industry. It discusses the distinction between 'insider' and 'outsider' groups and the extent to which different types of claims-maker seek or depend on media coverage. The chapter also examines the key claims-making tasks as: commanding attention; claiming legitimacy; and invoking action. It explores how claims-makers (environmental pressure groups as well as corporate business) have sought to exploit the Internet and other newer forms of communication for information, news management and campaigning purposes. The chapter also discusses corporate image management strategies. Environmental pressure groups are possibly best known for their ability to make news through spectacular stunts or demonstrations, the most visible aspect of their activities. Environmental activists and claims-makers have a long and distinguished history of making innovative use of public arenas and associated media technologies.
