It may be the buzzword today, but sustainability has taken its time to float into the mainstream. In business, a social outlook was sometimes looked down upon as a distraction because the primary objective was profit. However, rising audience awareness and empowerment, as well as imperatives like climate change, have given sustainability a seat at the table of corporate consciousness.

Is there a role public relations (PR) can play to ensure actual change rather than merely communicating corporate intentions? What if we see our role as not just reputation managers but as those driving the sustainability agenda? Is this even possible?
Among clients, there is a shift in thinking. There is serious thought being devoted to ethical matters and community roles. New ways are being devised to give back to society in meaningful ways. This is a clear opportunity for us to become agents of change.

This would benefit the client across multiple audiences – including the internal ones. Take the example of Paul Polman. When he was CEO of Unilever, he aggressively pushed an agenda centred on “the big issues the world is facing” because they required “new approaches, new business models and new partnerships. Responsible businesses must take a more active leadership role”. Such a public declaration set the agenda for the hundreds of thousands of employees of Unilever, gave them a clear picture of their company, and there was no turning back.

PR has a role to play also when it comes to businesses who have made sustainability a priority list but have failed to communicate it. It stands to reason that if a business is making a difference, it should be talking about it – not just to enhance its own reputation but to push the agenda across its industry. As you can see, sustainability PR has huge potential – it ensures that customers get greater value and that the brand remains viable.

Sustainability PR can also lead to greater immersion in the client’s business and elevate PR to a truly strategic function with a seat the C-table. Practitioners need to build integrated campaigns with laser-like targeting of audiences to create a clear narrative.

It has long been understood that this the toughest time ever to do business, and focused communication can aid in efficiency and success. Effective sustainability PR can widen the client’s reach, enhance perception and create a strong employer brand even as its sustainability efforts benefit society.

Things to remember:

• The client’s team is its best advocate. Craft clear internal campaigns about the direction of sustainability efforts; make strategy formulation for these efforts a consultative, inclusive process
• The storytelling will be make or break. Invest time in choosing the right platforms and tools. Earmark a budget for targeting and training

A business that understands and communicates a sustainability commitment broadcasts that it has a conscience. This is the foundation of trust, which is so critical to success today.