In today’s world, where environmental concerns and social responsibility have become critical issues, the intersection of public relations (PR) and sustainability has emerged as a powerful force for positive change.
Organisations are recognising the need to integrate sustainability into their business strategies and effectively communicate their efforts to the public.
As part of this year’s World PR Day Festival, Global Media Alliance in partnership with the industry organised a PR and Sustainability event to enlighten professionals about the importance of Environmental, Social and Governance (ESG) issues.
The event had an exciting panel line-up – Eunice Osei Tutu, S&R and Internal Communications Manager-Pernod Ricard; Makafui Awuku, Founder & CEO-Mckingtorch Africa; Eric Affum Boamah, Public Affairs & Sustainability Lead-Coca-Cola; and Gifty Appiah, Associate Director for Tax Services & ESG-PwC Ghana. They took the audience through the essential role PR plays in promoting sustainability initiatives, and how this collaboration is shaping a more environmentally conscious and socially responsible world.
Here are some key takeaways I gathered from the conversation which are relevant for every PR practitioner.
Shaping public perception
One of the primary objectives of PR is to shape public perception and build a positive image for companies and organisations. By aligning with sustainability goals, PR professionals have the opportunity to highlight their client’s commitment to environmental stewardship and responsible business practices. This involves crafting compelling narratives that emphasise sustainable initiatives; such as reducing carbon emissions, implementing ethical supply chains, or supporting community development projects.
Through strategic communication, PR practitioners can enhance public trust, create a positive brand image and attract environmentally conscious consumers. “Over the years, organisations see waste reduction and green initiatives as an isolation from overall operations of the company. Companies need to know that they are solely responsible for the waste they generate, and PR professionals need to communicate that,” said Awuku Makafui.
Engaging stakeholders
Effective sustainability practices require the active involvement of stakeholders – including employees, customers, investors and local communities. PR professionals play a crucial role in engaging these stakeholders by developing communication strategies that inform and inspire.
By communicating sustainability goals, progress and success stories, PR fosters a sense of shared responsibility and encourages stakeholders to actively participate in sustainability efforts. Transparent communication about environmental and social impacts builds trust and enables meaningful collaboration, driving further progress toward sustainability.
“The interest in ESG and Sustainability has seen a remarkable increase in Ghana for policymakers and organisational heads during recent times. Consumers no longer buy from organisations just because of their service, but also how caring they are to the environment and people they deal with. The conversation has moved from numbers and the bottom line to the value they are adding to society,” Gifty Appiah said.
Education
In an era when environmental crises and controversies can swiftly damage a company’s reputation, PR professionals are instrumental in managing such situations.
Sustainability-related crises, such as environmental disasters or allegations of unethical practices, require swift and transparent communication. The onus therefore lies on PR Professionals to properly educate themselves on the new trends and essence of ESG reporting – to in turn share that knowledge with organisations as well as the general public.
“One of the gaps that need to be filled in PR is professionals specialising in sustainability and ESG-related topics, enabling them to understand the language and trends in order to accurately communicate the benefits of these practices to both their organisations and target audiences as a whole,” Eunice Osei Tutu.
Measuring and Reporting Impact
Transparent reporting on sustainability performance is essential to demonstrate accountability and build credibility. PR professionals must work closely with sustainability teams to measure the impact of environmental and social initiatives, develop sustainability reports, and communicate progress to stakeholders. By employing storytelling techniques and visual communication tools, PR practitioners can make complex sustainability data accessible and engaging; thereby enhancing the credibility of their clients’ sustainability efforts.
“Organisations need to engage in sustainability efforts that leave a lasting impact as compared to short-term measures such as merely collecting waste,” said Eric Boamah.
With this new trend of ESG and sustainability, it is important for us to learn from advanced countries what worked for them as we take the necessary steps in indoctrinating it into our world. We therefore need to test the various theories and find out what works best for our market in terms of cost and value, so as to provide solutions that are localised and functional.
The PR community has been presented with a unique opportunity and role in the promotion and education of ESG and sustainability goals. This new wave provides the platform to have open discussions and dialogue about what we can do as a collective to reduce our waste and also amplify the sustainability agenda. In communicating this agenda, PR professionals should be innovative in crafting messages and campaigns that drive the message. This can be achieved by converting text into art or installations to convey the sustainability message and leave a larger impact.
The integration of PR and sustainability is transforming the way companies and organisations approach environmental and social responsibility. By harnessing the power of strategic communication, PR professionals can shape, educate and intensify the need for organisations to properly imbue sustainability into their business structure.
Together, PR professionals can drive positive change, encourage more businesses to adopt sustainable practices and foster a collective commitment to building a more environmentally conscious and socially responsible future.
On this note, let’s end with a call to action by one of our esteemed panellists. “As PR professionals, we need to push the agenda, together, on the benefits of sustainability to our organisations through education and accurate communication to attain the common-good,” Gifty Appiah said.
