“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?”

Today’s modern business is impossible to imagine without ESG, that is, without a value approach to companies and enterprises whose business is based on a sense of responsibility for society and the environment. For example, we at HT Eronet promote the basic postulates of ESG through our daily operations, as well as through sponsorship and donor activities. Sustainable development is undoubtedly one of the basic postulates of today’s society. Think today about tomorrow, that is, think about what you will leave to future generations with your actions. Although today the communication industry is only at the beginning of the new era of “green communication”, it is undeniable that its influence is already very visible today.

“Green responsibility”, concern for the environment, for the individual and for society as a whole starts from the “head” of every company, from the management. Awareness of “green communication” and “green responsibility” implies the adjustment of both internal and external communication in accordance with the basic settings of ESG, as well as marketing, sponsorship and social responsibility projects. It depends on us how and how much, through our own communication channels, we will impose the basic postulates of “green responsibility”. There is no universal formula, but in each individual case we need to communicate “green” and strive through repetition and consistency, in accordance with the basic principles of “green communication”, both our employees and our society, the community in which we live, to get used to the postulates of “green responsibility” and sustainability. Only in this way will we be able to leave something concrete for the generations to come.

Misijana Brkić-Milinković, Head of Corporate Communications at HT Eronet