American coal companies are rightly mocked for their hamhanded and risible PR, but the Coal Association of Canada website may actually have the most unintentionally funny bit I've seen. In the obligatory "Coal and the Environment" section they lead with:
The Ancient Greeks believed that everything in the world was composed of some combination of the four elements: earth, air, water and fire. These four elements still define our environment today. As such, they provide a framework for the environmental issues being tackled by Canada's coal industry.
No disrespect to Aristotle et al., but the Greek philosophers may not actually be the best place to start thinking about coal's environmental issues today. You see, unlike the wisdom of the ancients, coal is not a renewable resource.