“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?

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.

Amer Ramusović, Spokesman, PR expert and media advisor at Health Insurance Fund of Montenegro