A public relations approach to Climate Action

It would not be wrong to say that a lot of start-ups formed in the last five years have kept Sustainability at the top in their list of focus areas. Some of them are driven by it and some feel responsible towards it. A lot of effort and strategy goes in to devising the right method of communicating their contribution towards sustainability and environment conservation. Communicating sustainability initiatives to the masses, could be tricky. If companies that are committed to doing the right thing are not talking about it, could just be inhibiting their own growth.

Communicating sustainability needs to be an important part of a company’s public relations approach. Doing it declares that you are committed to being part of the solution to a recognized problem. The best mantra for it is transparency and honesty.

However, communicating effectively about sustainable lifestyles is a challenge. One needs to consider not only what to communicate, but how to communicate it. What becomes important here is the content, message, choice of media and tone. Traditional methods and messages from the Government and communities are either too old or are too strongly worded. With an intention to get people to be more judicious about their choices and living styles, this might switch them off.

There are some myths surrounding the Sustainable development communications –

Myth 1: Any communication is good communication

Unless it is a thought through strategy, shooting in a rush will lead to waste of time, energy, effort, and money. It is tempting to think that any communication about Climate Change must be good and worthwhile. It is for a big cause and an issue that has been staring at us for years now, so unless the communication is strong and fool proof from all sides, it might not strike a chord.

Myth 2: Communications cost the Earth

The onus lies with the PR professionals (whether in-house or in a consultancy) to be fair while designing the commercials. A profit-driven approach to the commercials builds a perception of the campaign being very costly. This might not work in favour of the start-ups and bootstrapped businesses, where the intent exists but the budgets don’t.  A big budget is not essential for a successful communications campaign.

Myth 3: ‘I rather focus on doing it right than talking about it’

This is for the small businesses and start-ups which are making a big difference but talking about becomes secondary for them. If this is not the right time to talk about the efforts, then when is. Trust me, we are sitting with a little knowledge on this subject and could take help from all the insights possible.

This is how we, as communications consultants could go about Sustainability Communication –

1. Keep it simple
2. Be Transparent – it is appreciated, still
3. Engage the audience – empower them
4. Support the claims with data and numbers
5. Build your story with a difference
6. There is no rule book but there should certainly be a method to madness

We are talking to an audience which comprises millennials and now Gen Alpha. Adopting newer ways to talk to them, educate them and involve them should be a good way to approach sustainability communication. Afterall, Climate literate leaders are critical to drive our world forward.

The views and opinions published here belong to the author and do not necessarily reflect the views and opinions of the publisher.

Geetika Gulati

Having worked in the communications sector for close to 15 years now and a major part of it being dedicated to lifestyle and luxury, Geetika founded ZIVComms (a boutique PR firm) in 2018. She has had the privilege of working on a wide spectrum of sectors like Corporate, Technology, FMCG Consumer, Start-Ups, Aviation, Entertainment, Lifestyle and Luxury. She has grown with and nurtured her skills at WordsWork, a very successful and dynamic communications firm where she was spearheading the Luxury vertical for Delhi and Mumbai offices, and driving communication campaigns for some of their global clients like IWC Schaffhausen, Baume & Mercier, Debeers, Carl F Bucherer to name a few. Prior to this she has worked with Vaishnavi Corporate Communications in Bangalore, where she was the team lead for some of the high activity clients like Titan Industries Ltd and The Taj Group of Hotels. She started her career at IPAN Hill & Knowlton in Mumbai where she single-handedly led communications outreach for Hindustan Uni Lever - Hair care brands like Sunsilk, Clinic All Clear and Clinic Plus