ESG (environmental, social, and governance) policies are an increasingly important component of contemporary corporations. The goal is to make sure businesses function sustainably, reduce their environmental effect, have a positive social impact, and uphold good governance practices. For PR specialists, who are crucial in establishing a company’s brand and outlining its principles to stakeholders, this strategy is becoming more and more significant. According to a BDO report, about a third of mid-market firms acknowledge that if they do not consider ESG, they run a high or very high risk of losing out on revenue.
The public, including investors, clients, and stakeholders, is reached by a company’s message, which is created and delivered by PR specialists. ESG policies are receiving more attention, therefore, PR pros need to be knowledgeable about them to convey a company’s commitment to sustainability, social responsibility, and good governance. The goal is to establish a solid reputation for the business that aligns with its principles and appeals to its target market. According to the PRCA (Public Relations and Communications Association), 75% of clients are embracing the environmental movement, while 45% of PR professionals have encountered greenwashing. Even while there are practical techniques for businesses to monitor their effect, only 24% of practitioners say that their clients set science-based objectives, and 59% say that their clients do not calculate their carbon footprint.
The successful dissemination of a company’s ESG policy to stakeholders may be greatly aided by PR specialists. Creating persuasive communications that showcase the business’ sustainability activities, societal effect, and governance practises is part of this. In order to demonstrate the company’s ESG initiatives and interact with stakeholders, PR professionals can also make use of social media, events, and other communication channels.
PR experts may take the following actions to make sure that a company’s ESG principles are successfully included into its strategic plans:
Recognise the company’s ESG guidelines
The company’s ESG policies, including its sustainability efforts, social impact, and governance practises, should be thoroughly understood by PR professionals. This entails being aware of the company’s metrics for assessing its social and environmental effect as well as its strategies for enhancing these areas of performance. It is the responsibility of PR experts to direct and plan strategies such that a brand also benefits society.
Clarify your ESG strategy
A clear ESG strategy that is in line with the organization’s values and objectives should be developed by PR experts in collaboration with corporate management. This involves choosing key performance indicators (KPIs) to track the business’s advancement in attaining its ESG objectives. In order to promote a brand’s image, attract investors, and raise awareness, PR may assist in identifying chances to highlight the brand’s ESG contributions. PR that highlights the initiatives may also assist firms in developing a distinctive character in the marketplace.
Make ESG Initiatives known Effectively
PR specialists should create appealing communications that clearly explain to stakeholders the company’s ESG objectives. Among other things, this entails emphasising the business’s sustainability initiatives, social effects, and governance practises in a way that connects with stakeholders and fosters trust. As these efforts become more and more important to target audiences and investors, they may stand out from the competition by producing content, making client pitches, and upholding the company’s values.
Communicate with the stakeholders
To increase support for the company’s ESG activities, PR professionals should interact with stakeholders. To promote the business’s sustainability initiatives and interact with stakeholders, this includes utilising social media, events, and other communication channels. PR professionals need to make sure that their campaigns and brand-building strategies have a positive impact on the environment.
Follow up and provide performance data for ESG
PR experts should routinely assess the company’s ESG performance and report on its progress towards reaching its ESG objectives. This involves informing stakeholders about developments and being open about the business’ performance in these areas. A Wunderman Thompson survey found that 83% of consumers think brands and corporations should put more emphasis on creating a positive impact than just minimising their negative effects on the environment.
In conclusion, ESG policies are becoming more and more significant for businesses, and PR specialists are essential in ensuring that stakeholders are properly informed about these policies. PR specialists may assist businesses in developing a favourable reputation, bringing in new clients, spurring innovation, and enhancing staff retention by incorporating ESG practices into their strategic goals. The secret is to create a crystal-clear ESG strategy, convey the business’ ESG objectives effectively, interact with stakeholders, and track and report on ESG success. By doing this, PR experts may guide corporations towards a future that is more sustainable, socially responsible and well-governed.
Views of the author are personal and do not necessarily represent the website’s views.
Anindita Gupta has 14 years of professional experience in Public Relations & Marketing, she comes with a deep understanding of the dynamic media and communication landscape in India. She co-founded Scenic Communication, an integrated marketing communication agency in 2015. Here she has worked closely with clients across verticals, such as, travel, hospitality, F&B, Fashion & Lifestyle, Entertainment, IT and corporate.