In a world where the type and nature of relationships are constantly changing, what has until now been known in organizations as the job position of “Public Relations” has moved beyond its classical form. Public Relations is the link between the public sphere and the stakeholders of an economic foundation. Public Relations professionals serve customer orientation for an economic foundation and shape the foundation’s external image. They are skilled speakers and writers, capable of building up or repairing the public face of an organization. But why has the Public Relations department become important to me, someone who has been researching and working for years on the transition to clean energy and social responsibilities in the energy sector?
Public Relations activities related to sustainability began at a time when this term was not yet common for such efforts. Perhaps the earliest examples were during two major environmental disasters. The Gulf of Mexico oil spill and the radioactive leak at Chernobyl changed the perspective and language of Public Relations regarding environmental catastrophes. With the formation of international sanctions against environmental violations, the Public Relations department felt obliged to engage in corporate social responsibility (CSR) activities. In this way, the language used in advertorials and sponsored industry articles began incorporating sustainability terminology. Consequently, specialized guidelines on sustainability activities—originally established by the United Nations and similar organizations—were introduced into the public sphere.
In 2022, a letter from environmental activists and scientists to one of the largest advertising companies forever changed public perception of the Public Relations department. That year, 450 scientists and environmental activists wrote a letter to the company “Edelman,” demanding a fundamental change in the professional Public Relations industry. Edelman is one of the giants in the advertising industry worldwide and has contracts with major oil companies. In the letter, they protested that Edelman was assisting oil companies, thereby causing irreparable harm to the environment. They urged Edelman, first and foremost, to cease contracts with oil companies, and secondly, to direct its Public Relations and marketing activities toward supporting climate issues. This was the first time that the role of Public Relations in environmental activities was seen as so significant and impactful. The letter, published in The Washington Post, posed a key question to Public Relations professionals: can they use their power and knowledge to defend environmental causes or not?
Until today, marketing strategists, advertising campaigns, and creators of cultural slogans have played a very important role in shaping public opinion about the environment. However, as the environmental situation has worsened, any relationship or activity with companies that damage climate conditions has come under intense scrutiny. For this reason, environmental activists have condemned any collaboration between Public Relations firms and oil companies. They believe that Public Relations companies are valuable because they prioritize their clients’ interests. But at the same time, their activities and relationships with destructive industries cause significant harm to the environment.
The environmental activists’ protest in 2022 marked the beginning of critical questioning about the fundamental and decisive role of advertising agencies, particularly Public Relations departments. On one hand, this protest initiated discussions and examinations of the relationship between Public Relations and sustainability values worldwide. On the other hand, it demonstrated the significant influence of these departments on environmental debates. Although this attention dates back many years, the heightened focus and urgency following the widespread 2022 protests reflect the growing global sensitivity to environmental issues.
This attention has led to the emergence of a new type of activity within Public Relations departments called “Sustainable PR.” This new department can be divided into two parts and is understood in two different ways.
The first is Sustainable PR, based on which the daily activities of the Public Relations department pursue sustainable goals. For example, the Public Relations team of an organization may take responsibility for programs aimed at reducing paper and plastic consumption or prioritize ethical communications in their activities. This type of Public Relations does not require specialized knowledge in sustainability and is mostly active within internal organizational processes.
The second type is PR in Sustainability, which directly addresses the role of Public Relations in advancing the 17 main sustainability goals. This kind of Public Relations designs a set of strategies that enable brands to be recognized as sustainable companies, environmentally friendly, and socially aware. This new form of Public Relations plans activities aligned with sustainability and acts as a mediator between organizations and providers of sustainable services. It requires having a specialized team capable of convincing stakeholders about the economic, social, and environmental benefits of sustainable practices.
For example, sustainability-focused Public Relations in the field of renewable energy can serve as an effective link between companies providing green energy services and industries or organizations. This model of Public Relations not only facilitates the transition process but can also offer a form of green ancillary services. It can shift the marketing rhythm based on sustainability goals and shape the advertising and public image of an organization according to its energy model. This type of Public Relations begins to produce professional content related to renewables and, for instance, introduces and promotes the green industry. Based on this, healthy competition is created in the sustainable activities market. Competition among similar organizations striving for sustainability enables them to take ethical steps aligned with environmental and ethical standards.
What we see in professional Public Relations in the developed world has evolved from “Look at our green products” to “See how we changed our production line toward sustainability.” In other words, it has moved from greenwashing packages to the starting point of sustainable production. All these activities familiarize us with the process, methods, and critical questions about the consumer goods and services we receive and guide our lives as consumers. A direction that is not just superficial but supported by knowledge, science, and awareness.
Written by Roya Khoshnevis
