How PR pros should lead on ESG
PR insiders talk about measuring this growing focus for business communications and how the PR role can prove the value of putting brand reputation first.
Mark: Tina, I think we’re experiencing a resurgence in public relations. The combination of rising societal expectations for corporations along with the rise of sensitive social issues is elevating PR’s professional standing. CEOs need PR help to communicate complex themes in this environment. What’s your opinion?
Tina: Absolutely, Mark. I agree. We see more companies taking a stand. That won’t revert any time soon and the demand from both internal and external stakeholders will only grow stronger based on the data. But what organizations take a stand on varies depending on the organization.
Mark: According to the 2021 Edelman Trust Barometer, society expects companies to take a stand and CEOs feel more and more that they should take a stand. For those who don’t know, ESG is an acronym for “environmental, social, and corporate governance” and refers to intangible assets within the enterprise. While it’s a framework for “doing good,” it’s also a score card by which investors grade companies as part of their financial decision-making. Once a niche sector, investments based on ESG criteria are soaring.
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