Expert Insights: The Future of Green Communication and Responsibility

“What is the responsibility of the public relations industry in green communication, and why do you think it is important to reward public relations projects?”

Public relations professionals are in a key position to promote green and sustainable initiatives from the companies they represent. For example, Climate Week in NYC just took place in September; PR firms and teams were at the center of promoting green initiatives and setting the stage for what’s most important at the UN General Assembly. Many businesses are engaging in activities to combat climate change, and PR professionals are at the forefront of getting the word out about these initiatives.

"What is the responsibility of the public relations industry in green communication?"

Green communication refers to the strategic use of communication to promote social responsibility and environmental sustainability while reaching target audiences and desired outcomes. As 2024 emerges as the warmest year on record, the urgency of addressing climate change is undeniable. Despite broken promises from governments on carbon-cutting, many sincere initiatives are struggling for climate justice. This is where the PR industry assumes a pivotal role. It has the power to dismantle the facade of “greenwashing” and reinforce ethical standards that genuinely reflect the pressing concerns of our time, particularly the alarming levels of climate change. PR practitioners, equipped with the tools of persuasive communication, can craft messages that ignite awareness and catalyze transformative changes in human behavior to do our part collectively to cut carbon emissions. The public relations industry has the potential to set the agenda for climate justice and mobilize the masses to rise to the existential challenge of climate action. Thus, let us harness the power of communication for a more equitable and prosperous future

“What is the responsibility of the public relations industry in green communication, and why do you think it is important to reward public relations projects?”

Environmental challenges form the most serious threat faced by Planet Earth. It is a threat that potentially affects every human and every other living organism, and it knows no boundaries. That is why the public relations industry must use every capability, every skill, and all its creativity to communicate with individuals, businesses, charities, governments, and, of course, the media. To do so, we must use long-term strategies with measurable and achievable outcomes. This is a time for integration and to use the classic 'building block' approach that helps deliver incremental change that people can see, making a difference and inspiring them to do more. Understanding the cause of problems is essential in finding cures and helping individuals and organizations act on them. Professional communicators like PR practitioners have a duty to use such skills and abilities to lead in green communications.

“What is the responsibility of the public relations industry in green communication, and why do you think it is important to reward public relations projects?”

In my opinion, those working in PR have a duty to raise public awareness through projects that highlight the green aspect and help increase consciousness. Rewarding such initiatives definitely incentivizes and strengthens this effort.

"How does green communication impact industrial standards and the role of the PR industry in driving change?"

Green communication has already become an essential component across all industries. Major companies have begun to evaluate whether potential public relations and advertising partners are ESG-friendly or comply with eco-friendly communication processes. The climate emergency is the most pressing issue affecting us all, and the public relations industry can play a huge role in driving positive change. Already, multinational marketing groups such as WPP, IPG (Interpublic Group), and Omnicom Group have joined the Ad Net Zero initiative—the advertising industry’s drive to decarbonize the production, distribution, and publication of advertising. The initiative has partnered with Cannes Lions to further embed sustainability into their awards program. This year, Cannes Lions entrants had the opportunity to include sustainability information with their submissions for this data to contribute to the Jury’s discussion. According to this initiative, the goal is to encourage more entrants to show their progress, ignite conversations among jurors, and help them think about sustainability in a new light. The move comes after Cannes Lions’ inaugural sustainability report showed that 3.6% of entries contained information about sustainability efforts and emissions metrics. These changes and rewards will certainly be a boost for our PR industry to create better green communication and sustainable PR. One thing is clear: PR should never be used as a tool for greenwashing.