Signing took place today during the second day of the PR Roman Forum 2026, an
international event focused on sustainable communication and ESG principles

Rome, 28 January 2026 – Today, during the PR Roman Forum 2026, an international event
dedicated to sustainable, responsible, and ethical communication, the “Roman Declaration of
Green Communication Responsibility” was officially signed. The document defines
principles and guidelines for communication oriented towards sustainability, social
responsibility, and ESG criteria, and was jointly endorsed by representatives of leading
international communication organizations attending the Forum.
The Declaration represents a shared international commitment to strengthening the role of
communication as a strategic lever for awareness, transparency, and responsible change,
calling on organizations and communication professionals to actively contribute to protecting
the planet and our shared future.
The document was created with the aim of defining and promoting clear accountability for
communication professionals in contributing to environmental sustainability goals, combating
misinformation and greenwashing, and leading change with integrity.
In this context, the Roman Declaration of Green Communication Responsibility fills a gap in
existing ESG and sustainability frameworks, highlighting the specific role of communicators,
enhancing the credibility of green communication, and promoting an ethical, measurable, and
impact-oriented approach. It also calls for integrating environmental impact into every
strategy, basing actions and messages on verifiable data, and promoting awareness and best
practices while respecting cultural diversity and local contexts.
The Declaration was signed by: Danijel Koletić, Secretary General of WICMI; Biagio Oppi,
Board Member of FERPI; Lorenzo Brufani, Italian Country Leader of EACD and Founder &
CEO of Competence; Anthony Pickles, Director of Communications at the British Museum;
Jacqueline Purcell FRSA, Co-Founder and CEO of Jasper Alliance London Limited;
Massimo Castellano, Chairman and CEO of Blue Planet Economy; Ivana Alilović, Director
of the Zagreb County Tourist Board; Tamara Bekčić, Managing Director and Co-Founder of
Chapter 4 Communication Consulting; Assoc. Prof. Dr. Barbara Toplak Perović, Dean of
the ECM Faculty; and Kağan Konçak, Founder of Roke Communications Consultancy.
“Collective resistance against misinformation and disinformation on climate change is
already overdue; it is time to ensure integrity in environmental communication. COP 30
sounded the alarm, showing how much global consensus to achieve the goals of the 2015
Paris Agreement has deteriorated. Control over the narrative has been lost. Climate denial,
delayed climate action, greenwashing, and conspiracy theories are all forms of
misinformation and disinformation about climate. The ‘Roman Declaration of Green
Communication Responsibility’ calls for a global effort from all communicators—in
governments, education, think tanks, media, civil society, and yes, even every citizen—to act

with integrity and responsibility. This is not a script to follow, but a statement of intent not to
contribute to the spread of misinformation and disinformation. The World Innovation and
Change Management Institute calls on all communication professionals and individuals to
commit to responsibility in green communication,” said Richard Linning, Founding
President of the World Innovation and Change Management Institute (WICMI).
“FERPI has enthusiastically embraced WICMI’s initiative because we firmly believe that
commitment to responsible communication must necessarily include green communication,
countering any form of greenwashing. Last year, together with the Global Alliance, we
launched the Venice Pledge for Responsible AI in communication and public relations, and
this year we are proud signatories of the Declaration,” said Filippo Nani, President of
FERPI.
“EACD is the leading European association of communication directors, with the mission to
contribute to the future development of corporate communication through knowledge sharing.
EACD has always recognized the value of responsible communication as a fundamental
element of public relations. We are therefore very pleased to participate in this Forum,” said
Lorenzo Brufani, Italian Country Leader of EACD and Founder & CEO of Competence.
The PR Roman Forum is one of the leading international events dedicated to sustainable and
responsible communication, organized by the World Innovation and Change Management
Institute (WICMI).
The event in Rome brought together institutional leaders, communication professionals,
academics, and representatives of major industry associations, including FERPI – Italian
Federation of Public Relations, PRCA (Public Relations and Communications
Association), Global Alliance for Public Relations and Communication Management,
IPRA (International Public Relations Association), EACD (European Association of
Communication Directors), and FIJET (Fédération Internationale des Journalistes et
Écrivains du Tourisme), with the aim of promoting a culture of communication focused on
sustainability, social responsibility, and ESG principles.