STATEMENTS

TOGETHER WE INSPIRE COMMUNICATION

Only together can we do more for the public relations industry, sharing information, listening to ideas. The PR Roman Forum aims to inspire green communications, sustainable heritage and set Rome as a central point where European and world experts, led by the World Innovation and Change Management Institute-WICMI, and Federazione Federazione Relazioni Pubbliche Italiana- FERPI will set global, national guidelines for communication standards through the gathering of leaders in communication.

In Today world we as communication professionals have to take into consideration very seriously the relevance of responsible communication. Not only to be ethic and fair, but also to maintain the trust towards organizations’ stakeholders and society at large.

In my industry in particular, the Life Science sector, we are facing a huge chaallengenfrom disinformation and fakenews that are damaging the public health. That’s why my team and I are profiundly committed in promoting responsible communication and media literacy.

The ”Declaration of green communication and green responsibility” is an extraordinary opportunity to contribute to the cultural dissemination of responsible communication in the environmental field, today more than ever necessary to respond responsibly to the drifts of fake news and manipulations. But responsible communication is equally essential to help all those organizations that struggle to become aware of the challenges of the climate crisis and the ESG turnaround: active listening, engaging people and authentic dissemination are the pillars of responsible communication.

Public relations today represent a systemic and intellectual discipline that enables us to navigate complexity with strategic and forward-looking vision. It is increasingly clear that our work is no longer just communication, but true strategic management of interconnections. We are architects of relational ecosystems where the ability to interpret contexts, anticipate scenarios, and construct authentic narratives becomes a fundamental managerial asset. The true innovation in public relations lies in their holistic approach: translating complexity into opportunity through deep listening and the nurturing of relationships, in order to build an ethical and sustainable system that creates shared value.

Trust and the care of relationships are the keystone, along with an ethical approach, in the realization of a new paradigm that can interpret complexity to provide shared solutions.

With the end of online fact checking and moderation, young people the world over have been handed the equivalent of a lump of information Play Do and told to sort the truth from the lies for themselves. Oh .. and by the way while you are surfing the net be aware of attempted radicalization or grooming, cyber bullying, sexual exploitation, toxic tribal identification, mis and dis information.

And that without mentioning encryption – such as Apple’s ADP – which the UK’s National Society for the Prevention of Cruelty to Children describes as the front line of child abuse, allowing as it does, abusers to share hidden content.

To misquote Charles Dickens – It is the best of times, it is the worst of times.

Microsoft’s Bill Gates recently told the UK Sunday Times “I work in innovation, new ways of doing drugs, AI, vaccines, understanding malnutrition, climate change – that is all going better than expected – but it is the world in which innovation is being delivered – whether it’s US polarization or European, or instability in China, Russia and Africa that worries me.”

“The whole social media networking problem, including how it affects young people, and allows crazy non-factual things to achieve critical mass, worries me.” He is not the only one who is worried.

Too late now I am afraid to turn the clock back, to ignore the1991 instruction to the janitors – This machine is a server – DO NOT POWER DOWN – and throttlethe world wide web at birth.

“As a leader of the communication industry, how do you view green communication, green responsibility and what would be the role of the public relations industry in green communication processes that rely on ESG?”

“When the spring dries up, only then do we know the value of water” – Benjamin Franklin

The future belongs to the green transition, especially in the conditions of increasingly pronounced consequences of climate change. That is why the advantages of green development, social responsibility and conscientious corporate management with the aim of preserving the environment (ESG) must be constantly pointed out. Communication is very important not only for informing the interested public but also for education, which can play an important role and point out the importance of processes aimed at sustainable development. Therefore, it is important to use every opportunity, the media, as well as all the advantages of social networks, to organize educational workshops for school-aged children, as well as expert meetings and conferences on the topic of green development. In this sense, I think it is strategically very important to give greater freedom to communication experts and assign them a management function, which, unfortunately, is still missing in our region.

It is good, however, that the business community, to a good extent here as well, finally realized that, in addition to economic benefits and profits, attention should also be focused on creating strategies that would include ESG standards in order to preserve nature and the environment. I must say that I work in the Corporate Communications Department of a company that is well aware of all these challenges and that is determined to base its production portfolio on the production of green energy in the future, through the dynamic development of renewable energy sources, aimed at building solar, wind and hydropower capacities. Such a responsible approach has recently promoted Elektroprivreda Montenegro as a regional ESG leader in the selection of the International Economic Forum Perspektive and the Promo Global Company from Zagreb.

Today’s modern business is impossible to imagine without ESG, that is, without a value approach to companies and enterprises whose business is based on a sense of responsibility for society and the environment. For example, we at HT Eronet promote the basic postulates of ESG through our daily operations, as well as through sponsorship and donor activities. Sustainable development is undoubtedly one of the basic postulates of today’s society. Think today about tomorrow, that is, think about what you will leave to future generations with your actions. Although today the communication industry is only at the beginning of the new era of “green communication”, it is undeniable that its influence is already very visible today.

“Green responsibility”, concern for the environment, for the individual and for society as a whole starts from the “head” of every company, from the management. Awareness of “green communication” and “green responsibility” implies the adjustment of both internal and external communication in accordance with the basic settings of ESG, as well as marketing, sponsorship and social responsibility projects. It depends on us how and how much, through our own communication channels, we will impose the basic postulates of “green responsibility”. There is no universal formula, but in each individual case we need to communicate “green” and strive through repetition and consistency, in accordance with the basic principles of “green communication”, both our employees and our society, the community in which we live, to get used to the postulates of “green responsibility” and sustainability. Only in this way will we be able to leave something concrete for the generations to come.

A MARATHON NOT A SPRINT

When we talk about sustainability, and the promotion of sustainability, it is not a 100m race, nor is it a sprint – but a marathon, where you can clearly see how much energy and will we have, how much breath we have. And are there any of our “fans” beside the track, namely our clients, current and future employees, our suppliers, partners…

Green communication naturally stems from the brand’s promise that it is strategically dedicated to sustainability, and today it is a basic prerequisite for survival.

The public relations industry plays a vital role in green communication processes that rely on ESG criteria. First of all, there is education and raising awareness through numerous campaigns and different channels. Through consistent, transparent communication, we help build trust with stakeholders, showing real results and efforts in the field of sustainability. Also, in case of environmental incidents, we play a key role in managing the crisis and restoring the company’s reputation. One of the aspects is support for innovative projects that contribute to sustainability, as well as an effort to involve the local community through sustainable initiatives.

Tigar Tires, as part of the Michelin Group, advocates an “All Sustainable” approach through the 3P policy: People X Profit X Planet. For example, the Coal Exit project in 2025 aims to reduce CO2 emissions by 50% compared to 2021. Initiatives like Go Green mobilize the volunteer spirit of employees to protect the planet, and through the development of an energy saving mindset, we become more aware of our own role in protection environment. Through the Growing Together initiative, we support local community projects in the fields of education, health, traffic safety and ecology, showing true commitment to future generations. One of the events that unites our efforts to share the values we share within the factory with the wider local community and partners is our traditional event Family Health and Safety Day.

And that is the marathon we continue to run.

In today’s era, sustainability has grown from a desirable attribute to a business imperative for companies. Stakeholders, including investors, employees and consumers, are becoming increasingly discerning in their expectations of corporate environmental responsibility. Responsible communication forms the basis of an effective sustainability strategy. It is more than just informing about achievements; it is about transparency and authenticity in the company’s activities. This entails providing clear, accurate and consistent information, showing and proving commitment to environmental protection.

It should also be noted that the Corporate Sustainability Reporting Directive (CSRD) entered into force this year, obliging companies to report non-financially, depending on their size. Therefore, the regulatory framework also helps to determine in what way it is necessary to report on sustainability.

On the other hand, Greenwashing can cause great damage to a company’s reputation. Its successful avoidance requires transparency and honesty in its initiatives, from goals, methods to results, which must not be just a marketing trick. Through authenticity, it is necessary to ensure that all initiatives are supported by concrete actions, and to be consistent and dedicated through regular and long-term communication about progress and challenges, not only about successes. Also, what I would like to point out is that companies must be ready for criticism as well as for the implementation of key changes.

I believe that green communication and responsibility are not just trends, but necessities. More and more people want to know how companies impact the environment and what steps they are taking to reduce that impact. Green communication, therefore, involves clear communication about our sustainability efforts and activities—not just through large projects but also through the everyday steps we take.

Public relations plays a key role here, as we are the ones who help ensure these messages are conveyed in the right way and that green initiatives are presented. Our job as communicators doesn’t end there. The role of public relations is to act as a bridge between the company and the community. We are also here to actively listen to the needs, concerns, and expectations of the community and other stakeholders. This requires two-way communication, where we not only explain our processes, goals, and results but also show our willingness to adapt and improve our activities based on feedback.

Trust is not built overnight—it is the result of transparency, consistency, and a genuine commitment to addressing shared challenges.

Through responsible and well-founded communication, the public relations industry can support achieving global sustainability goals, benefiting not only companies but society as a whole.

“Green communications and green responsibility are integral elements of the modern communication landscape, especially as sustainability becomes a critical priority for companies, governments, and the Public. Effective green communication must be authentic, clear, and backed by real actions. It’s about creating a dialogue that reflects a brand’s values and actions towards preserving the environment. Meanwhile Green responsibility is considered as a core component of business strategy, not just a marketing tool. This commitment should be evident across operations, supply chains, and corporate culture. Public relations professionals have a crucial role in driving and shaping the green communication narrative within the ESG framework. It helps to educate and transform the meaningful change in the green communication process. It can build bridges between organizations and their stakeholders, ensuring that sustainability is more than just a trend—it’s a long-term commitment to the planet.”

Today, green communication and green responsibility are not only optional aspects of business but key components of sustainable development and the reputation of every company. As a leader in the communications industry, we believe that our task is to be a catalyst for change and support companies in creating and implementing strategies based on ESG principles.

Green communication represents the way in which companies show their responsibility towards the environment and society, but also how they inspire a change in behavior among their consumers, employees and the community. Our role is to ensure the authenticity of these messages, in order to avoid the so-called greenwashing and help clients express their commitment to sustainability in a transparent and measurable way.

The public relations industry plays a key role in green communication processes by raising awareness, building trust, creating dialogue and monitoring results.

I view green communication as a critical component of sustainable business practices. It involves leveraging communication strategies to promote environmental responsibility, social equity, and economic prosperity. Green responsibility extends beyond mere compliance with regulations; it encompasses a proactive approach to minimizing the industry’s ecological footprint and contributing to a greener future.

The public relations industry plays a pivotal role in green communication processes that rely on ESG (Environmental, Social, and Governance) principles. PR professionals can help organizations:

* Develop and implement effective ESG communication strategies: This includes crafting compelling narratives that highlight sustainability initiatives, transparent reporting on ESG performance, and engaging stakeholders on environmental and social issues.

* Manage reputational risks: By proactively identifying and addressing potential environmental and social concerns, PR professionals can mitigate reputational damage and safeguard brand value.

* Facilitate stakeholder engagement: PR practitioners can foster meaningful dialogue with diverse stakeholders, including investors, customers, employees, and communities, to build trust and support for sustainable practices.

* Promote green innovation: By showcasing innovative solutions and best practices, PR professionals can inspire industry-wide adoption of sustainable technologies and business models.

By embracing green communication principles and leveraging their expertise in strategic communication, public relations professionals can empower organizations to become leaders in sustainability and drive positive change.

As a senior leader in public sector communications, I see communication about the environment, net zero aspirations and ‘green responsibility’ as vital to fostering trust and driving real change. However, a key aspect of effective green communication is balance—ensuring that sustainability policy is sensible and messages resonate with diverse audiences without alienating them.

Public relations has a crucial role in connecting policy commitments to audiences in a way that feels achievable, accessible and inclusive. While there is increasing demand for action on environmental issues, not all audiences are at the same point in their understanding, they have different levels of trust in policy makers or different levels of ability to engage. Communicators must strike a balance between inspiring action and avoiding messages that feel overwhelming or exclusive.

Green communication must also be transparent and credible. The public is increasingly aware of greenwashing, so our role is to ensure that claims are backed by tangible action by virtue signally brands. By working with operational teams, we can craft authentic, evidence-based narratives that align with broader goals while building trust.

Ultimately, PR professionals must act as bridges—advocating for sustainability while meeting audiences where they are. Through balanced messaging and sense checking policy, we can encourage incremental steps that empower communities, fostering change and ensuring the journey to a greener future is one everyone feels they can be part of.

Green communication and green responsibility represent the key principles on which every organization, regardless of activity, should base its activities. These concepts are based on a responsible and ethical approach, with the goal of transparent and proactive communication about sustainability and environmental protection. Green communication implies a clear, ethical and effective exchange of information about initiatives, projects and policies related to environmental protection, while green responsibility means the obligation of organizations to comply with legal regulations and actively integrate sustainable practices into their operations. The role of public relations in green communication is therefore essential and strategic. PR raises public awareness, builds trust, creates ESG strategies and plans, and promotes dialogue with stakeholders. It also educates about the importance of sustainability and ESG standards. PR not only conveys ESG messages but also shapes their perception, thereby supporting sustainable business models and building public trust. In addition, PR plays an important role in preventing greenwashing through fact-based communication. Through managing crises, creating ESG narratives and highlighting the human aspect of sustainability, PR contributes to the company’s reputation and competitive advantage, strengthening its brand and position on the market.

Green communication and responsibility are becoming key aspects of the strategies of modern companies, especially in the context of ESG (Environmental, Social, and Governance) standards. I try to believe that green communication is not only a tool for promoting sustainability, but also a key bridge between organizations and their key publics, which ensures transparency, trust and long-term reputation.

Green communication refers to conveying messages about a company’s sustainable practices, goals and results in a way that is authentic, transparent and fact-based. The role of the public relations industry in this process is crucial because it enables the creation of a clear narrative that connects business goals with social expectations. PR experts have the task of helping companies overcome the so-called greenwashing and focus on honest and measurable green responsibility.

Through an ESG approach, the communications industry can shape strategies that integrate sustainability into the core of the business, including educating the public, reporting on achievements and encouraging dialogue with stakeholders. In this way, the PR industry becomes a key factor in the transformation of society towards a more sustainable future. For me, the success of green communication lies in honesty, continuous engagement and dedication to real change.

The role of the public relations industry in the context of ESG is far more than just conveying information – strategic communication in this area must assume the responsible role of critical filter and trusted partner. Communicators have the task of helping companies highlight the real changes that are the result of their sustainable efforts, at the same time resolutely rejecting any form of so-called greenwashing. Our job is not to create more beautiful stories about companies, but to shape and transmit authentic practices that bring long-term benefits for the environment, society and the economy.

At its core, green communication is a process of education, connection and asking uncomfortable questions. It often includes dealing with superiors within organizations. Questions like: What are the concrete environmental benefits of our practices? Is the company really reshaping its business processes or just “cosmeticizing” its image? How can we build a dialogue with stakeholders that is based on trust and not on subtle manipulations?

This task for us communicators is sometimes extremely demanding – especially because of the complex relationships and circumstances we encounter in organizations. We’ve probably all been in meetings where we weren’t sure if we would leave the room still employed by the company due to the demands for accountability and transparency. But despite these “risks,” I believe we must always ask ourselves a provocative question: Does our work really encourage sustainable behavior or is it just an attempt to embellish the company’s image? If the answer is not a clear “yes,” then, unfortunately, we are not part of the solution, but part of the problem.

The essence of green communication is not to create illusions but to encourage real changes. It’s a process that requires courage—the courage to ask uncomfortable questions, to insist on accountability and to choose honesty even when manipulation might be the easier path.

Green communication and green responsibility are becoming central topics in the modern world of communications, especially in the context of ESG (Environmental, Social, and Governance) standards. As a PR expert, I believe that the leaders of the communication industry have a key role in strengthening the green transition and promoting responsible business.

Green communication implies transparent and honest informing of the public about sustainable practices while avoiding “greenwashing” – the manipulative use of ecological claims for the sake of a better reputation. In this sense, the public relations industry should act as an advisor and corrective factor to companies, helping them to develop and implement strategies that are both sustainable and credible.

Green responsibility requires responsibility towards the community and natural resources. PR professionals can serve as a bridge between organizations and society, educating the public and encouraging dialogue about the importance of ESG standards.

Finally, the PR industry is tasked with integrating green messages into corporate narratives while ensuring they are consistent with real actions. Communication is not only a tool of promotion but also of change – it inspires, motivates and lays the foundations for a sustainable future. Through the synergy of PR and ESG goals, we can shape a society that truly cares for nature and people.

TOGETHER WE INSPIRE COMMUNICATION

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