“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 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.

Dejan Lučić, Professional associate at the Center for doctoral studies