How can you develop a sustainability PR strategy that sets you apart?

Despite the existence of international concepts and frameworks such as sustainable development and the SDGs that serve as a gauge, the perception of sustainability is always context-related, which means it varies according to local realities. There is no point in using massive communication as a one-to-many approach; sustainability communication is about understanding those local realities and then, collaboratively, constructing a present future that answers individual needs and expectations. People will change attitudes and behaviors when they perceive the value of sustainability, which will only happen through a deep knowledge of different stakeholders' contexts and an open, collaborative, and constructive dialogue and participation.

I will tell you something I learned during my work as "head of public affairs & sustainable development" for a sustainable swimwear brand: What helps a lot is "designing" different types of customers or clients, called "Persona A/ Persona B" etc. An example: Persona A is an adventurous person, very active in online forums, involved in climate campaigns etc. This person can easily be targeted with campaigns that engage with her already broad knowledge about sustainability. Persona B is a newby on the field, not that much involved into sustainability, yet interested. You can design a campaign that makes this topic more interesting for the person.

I run a small D2C beauty and personal care startup that has a laser focus on sustainability. Here are a few things we do at NATUREPRO Know Your Audience: Understanding your audience is crucial. At NATUREPRO, we meticulously analyze our customer demographics and their values. By doing so, we tailor our sustainability messaging to resonate with their concerns and preferences, fostering a deeper connection.

A successful PR strategy starts with a deep understanding of the target audience, focusing on their values, media habits, and perception of relevant issues, which informs tailored messaging and communication channels. This audience-centric approach is fundamental in creating resonant and effective PR campaigns.

In crafting an effective PR strategy, a crucial initial step is comprehending your target audience—know who they are, their media inclinations, values, and expectations. Research their perspectives on sustainability issues and their perceptions of your clients' industry. This knowledge serves as the foundation for tailoring messages, selecting appropriate channels, and adopting a tone that resonates with the audience, ensuring your PR efforts align closely with their interests and concerns.

It's not just about telling stories, it's about weaving them into the larger tapestry of systemic change. For instance, when sharing a client's use of recycled materials, go beyond the immediate impact. Illustrate how this choice fits into a wider narrative of circular economy and systemic sustainability. This approach turns simple stories into powerful examples of larger principles in action. It's this combination of authentic, individual stories with a holistic, systems-level perspective that not only educates but also inspires.

Choose, this? Over the last 40 years a forest has grown from nothing to being bigger than Central Park. Or this? Back in 1979, as southern Rhodesia was about to become Zimbabwe and Gloria Gaynor's I Will Survive topped the charts, teenager Jadav Payeng planted a single tree. The next day he did the same. He hasn't stopped. Every day, another tree. Now, tens of thousands of trees make up a lush 550 hectare forest (bigger than Central Park!), providing a home Bengal tigers and rhinos. You chose the second. But why? Putting people (or, in this instance, a person) at the heart of your story allows others to relate. Naming them helps. As does context and lighter societal references. Sustainability, like all industries is a people business.

Tell Authentic Stories: Authenticity is the cornerstone of our sustainability PR strategy. We share real stories about our journey towards eco-friendliness, not just success stories but also the challenges we've faced. This transparency resonates with our audience, building trust.

Transparent, inspiring and thought provoking storytelling is always the best way to set your PR strategy apart. When it comes to sustainability to amplify the impact of your own PR strategy partnering with affiliate credible brands either within or outside your industry which may be more established in the sustainability front can also strenghten your PR campaigns.

The best way to create authentic stories, is to do meaningful and authentic things. The stories that emerge from that will resonate with people because consumers are intelligent. Focus more on doing thoughtful and intentional good things than on wordsmithing, and over time, the sheer number of your positive accomplishments will tell a powerful story itself.

Keep an active dialogue with your key stakeholders to (a) update them on your progress (b) adapt to their changing needs (c) proactively share things you come across in other domains that they might care about For Sustainability to be considered as a strategic issue at Board and Senior management levels, Sustainability professionals will need to clearly, consistently and regularly communicate with stakeholders the strategic value and urgent need to do so

We engage proactively with stakeholders at every level of our supply chain. This commitment to open communication ensures we're all aligned on sustainability goals. Sharing these collaborations in our PR reinforces our dedication to responsible practices.

I find hosting roundtables as a really useful format to understand different stakeholder views. This creates an interesting way for all voices to be heard on an issue.

Your stakeholders have a powerful voice. Be mindful their active participation in your PR strategy is crucial for your success. Engage smartly with them and make sure their demands are duly considered.

Sustainability PR is a dynamic dialogue involving diverse stakeholders—customers, employees, investors, suppliers, regulators, media, and NGOs. Regular engagement, active listening, addressing concerns, and inviting participation are crucial. Utilize various platforms—social media, blogs, podcasts, webinars, events, and surveys—to nurture relationships. Demonstrating that your clients genuinely value and respect stakeholders' opinions fosters a robust and inclusive sustainability communication strategy.

Aligning with global sustainability standards is paramount. NATUREPRO adheres to recognized certifications, providing credibility to our claims. Our PR highlights these certifications, reassuring customers of our commitment to environmental responsibility.

Sustainability is intricate and ever-changing, demanding continual learning and enhancement. To maintain the credibility and consistency of your clients' sustainability practices and reporting, align them with global standards like the UN Sustainable Development Goals, the Global Reporting Initiative, or the International Integrated Reporting Council. These frameworks offer guidelines and indicators for measuring and disclosing sustainability performance, enabling benchmarking against industry peers and best practices.

In the UK, Advertising Standards and the Competition and Markets Authority have released the Green Claims Code and are getting strict on how companies and brands communicate their sustainability credentials. You must have the data to back up your claims, and any claims you make need to be in the context of your whole business and product lifecycle. Gone are the days when sustainability is a nice to have or a catchy PR headline. Consumers are more informed on greenwashing and you need to align with standard best practice when framing and promoting your impact.

Global standards that are locally defined. SDGs and others are merely policy tools. Depending on the size of your organization, if you want to have a positive impact or reduce negative impact you're having as much as possible then it is essential to include scientists familiar with the matter. This will allow you to get the unfiltered advice that did not pass through politics.

In my opinion and experience, sustainability communication should never just be PR. If you want to achieve the needed credibility and transparency to communicate your sustainability activities with your stakeholders, make sure to apply an established framework such as GRI. You can also base your sustinability strategy on frameworks such as the UN SDGs, for example. When choosing a framework, ensure that it is well established and ideally international, so that international stakeholders can better understand and compare your efforts.

Sustainability and ESG topics are wide ranging and new information comes up regularly There is a lot of scope for collaboration at many levels - within your organization across levels - with affiliated organizations - across your value chain (customers, suppliers) - industry associations and bodies - partnerships with other businesses The challenges are large, which also means that many organizations are looking to partner with like minded peers to tackle these issues

Innovation and collaboration are our driving forces. We actively seek partnerships with eco-conscious organizations and invest in cutting-edge sustainable technology. Our PR showcases these endeavors, positioning NATUREPRO as a leader in sustainable innovation.

Destaque iniciativas de inova??o sustentável da empresa. Seja proativo em mostrar como a empresa está adotando práticas inovadoras para enfrentar desafios ambientais e sociais. Lembre-se de que a autenticidade e a consistência s?o fundamentais em uma estratégia de RP de sustentabilidade. Ao incorporar esses princípios, sua empresa pode se diferenciar de maneira positiva e construir uma reputa??o sólida no campo da responsabilidade social e ambiental.

Sustainability PR is dynamic and collaborative, demanding creativity and adaptability. Continuous monitoring of industry trends and wider sustainability developments is crucial. Identifying opportunities and challenges, along with building partnerships and alliances with like-minded organizations, strengthens your clients' impact and reach. This approach allows your clients to showcase innovative solutions, differentiating them in the sustainability landscape.

In my experience, it is important to monitor trends and developments in clients' industries and the broader sustainability landscape, identify new opportunities and challenges, and work collaboratively to address systemic problems.

One critical issue to take into account with Sustainability related communications is to avoid Greenwashing, as it will damage your organization’s reputation and your own. In some jurisdictions, it might also come with penalties such as fines One way to mitigate this is to have a strong corporate governance framework in place where a Board level or Senior management level committee oversees “Enterprise wide” Sustainability initiatives and communications

Beyond these core principles, it's vital to remain adaptable and continually reassess our sustainability initiatives. Staying updated on industry trends and customer expectations ensures our PR strategy remains dynamic and effective.

Authentic Storytelling - Craft narratives that genuinely reflect your sustainability efforts. Authenticity in storytelling resonates more deeply, distinguishing your brand as trustworthy and committed. Engage with Stakeholders - Involve customers, employees, and community members in your sustainability journey. This inclusive approach not only enriches your PR strategy but also builds a community around shared values. Innovative Channels - Utilize a mix of traditional and digital media, focusing on platforms where your audience is most active. Incorporating innovative and interactive content like VR tours of sustainable projects can create a unique and engaging PR experience.

In my experience as head of Corporate Communication for Sony Europe, the way I used to develop a sustainability PR strategy that stood out, I focused on creating measurable impact goals that are specific, ambitious, and quantifiable. Emphasize transparency in your communications, showcasing the tangible results and progress of your sustainability efforts. Utilize creative and diverse channels to share your message, tapping into new media and technology to reach a wider audience. Prioritize employee involvement and empowerment, encouraging them to be ambassadors of your sustainability mission, and highlight local community initiatives that resonate with your brand's sustainability goals.

Fundamentally, understand that sustainability is not a PR strategy. When we reduce it to that, it becomes more about green washing and image burnishing and less about authentic care and action by a business to contribute to a livable planet.