“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?”

I believe that green communication and responsibility are not just trends, but necessities. More and more people want to know how companies impact the environment and what steps they are taking to reduce that impact. Green communication, therefore, involves clear communication about our sustainability efforts and activities—not just through large projects but also through the everyday steps we take.

Public relations plays a key role here, as we are the ones who help ensure these messages are conveyed in the right way and that green initiatives are presented. Our job as communicators doesn’t end there. The role of public relations is to act as a bridge between the company and the community. We are also here to actively listen to the needs, concerns, and expectations of the community and other stakeholders. This requires two-way communication, where we not only explain our processes, goals, and results but also show our willingness to adapt and improve our activities based on feedback.

Trust is not built overnight—it is the result of transparency, consistency, and a genuine commitment to addressing shared challenges.

Through responsible and well-founded communication, the public relations industry can support achieving global sustainability goals, benefiting not only companies but society as a whole.

Jelena Zlatanović, Corporate Communication Professional