The recent UN Intergovernmental Panel on Climate Change report stating that global warming is profoundly damaging our world much faster than expected has made us all stop and think. Responsible organizations now have little option but to seriously ramp up more sustainable and equitable ways of working. So what should PR firms be doing?

Put sustainability at the core of client messaging

It is vital to urge brands to take their responsibilities to the UN Sustainable Development Goals and other environmental concerns seriously. An Edelman study revealed that an overwhelming majority of investors already wanted companies to implement effective ESG practices, well before the UN report.  A recent IBM report found that 93% of consumers feel that the pandemic has affected their views on environmental sustainability, including which brands they are likely to buy. So the financial imperative for firms to make it clear that they are doing the right thing is stronger than ever.
Give specific examples of brands’ sustainability initiatives across owned media and, where possible, through media relations. You must make it clear that they are putting tangible change into practice. Where a firm’s activities leave something to be desired, be honest but make it clear that company policy is evolving rapidly.

Stay ahead of the knowledge curve

Topics such as global warming, green energy and food sustainability are complicated and fast-moving. You’ll need advisers and teams who really absorb themselves in these subjects to design successful campaigns. They need to be familiar with the ins and outs of climate legislation and government policies so that messaging is credible, leading edge and has impact.

Get passionate

Teams often perform best when they’re working on something they really care about. With sustainability, passion is more important than ever. Brands want to collaborate with teams who are committed and determined to succeed in what can sometimes feel like an overwhelming PR fight against climate deniers and government inaction. Select account staff according who’s a particularly strong advocate of sustainability and instill in your teams the overwhelming importance of what they are doing.

Get your own house in order

Lavish lunches and frequent flights to see overseas clients can be very useful ways of securing or developing projects. But if a PR firm is truly to play its part in improving sustainability – and stay true to the messaging they are putting out for clients – such activities need to be scaled back. After all, Zoom meetings and phone calls can be just as effective, in many instances.
There are several other steps agencies can take to show they are walking the sustainability walk, including:

Send press kits digitally rather than printing hundreds of pages. Consider using carbon-neutral shipping to reduce your brand’s footprint.
Environmentally aware journalists notice excessive use of plastic or other packaging, so keep it to a minimum when sending out samples, books and the like. Switch to biodegradable or recycled packaging, if possible.
Organize company-wide volunteer days, where staff work for organizations centered around promoting sustainability.

Curzon PR is a London-based PR firm working with clients globally. If you have any questions, please feel free to contact our Business Development Team [email protected]