“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?”

As a senior leader in public sector communications, I see communication about the environment, net zero aspirations and ‘green responsibility’ as vital to fostering trust and driving real change. However, a key aspect of effective green communication is balance—ensuring that sustainability policy is sensible and messages resonate with diverse audiences without alienating them.

Public relations has a crucial role in connecting policy commitments to audiences in a way that feels achievable, accessible and inclusive. While there is increasing demand for action on environmental issues, not all audiences are at the same point in their understanding, they have different levels of trust in policy makers or different levels of ability to engage. Communicators must strike a balance between inspiring action and avoiding messages that feel overwhelming or exclusive.

Green communication must also be transparent and credible. The public is increasingly aware of greenwashing, so our role is to ensure that claims are backed by tangible action by virtue signally brands. By working with operational teams, we can craft authentic, evidence-based narratives that align with broader goals while building trust.

Ultimately, PR professionals must act as bridges—advocating for sustainability while meeting audiences where they are. Through balanced messaging and sense checking policy, we can encourage incremental steps that empower communities, fostering change and ensuring the journey to a greener future is one everyone feels they can be part of.

Ian Farrow, Managing Director at Westco Trading Ltd.