“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?”

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.

Emilija Lilić, responsible for communications at Tigar Tires