“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 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.

Andrea Brbaklić, CEO at FromA Consulting Ltd