“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?”

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.

Alenka Vidic Praprotnik, Managing Director of “o28, Communication Partner”