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What are the best practices for integrating sustainability in press releases?

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Sustainability is not only a buzzword, but also a business imperative in today's world. More and more consumers, investors, and stakeholders are demanding that companies demonstrate their commitment to environmental and social responsibility. One of the ways to communicate this commitment is through press releases, which can showcase your achievements, initiatives, and goals related to sustainability. However, writing a press release that effectively conveys your sustainability message requires some best practices. In this article, we will discuss what are the best practices for integrating sustainability in press releases.

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Monika Duda (she/her)

ESG Reporting and Communication | Policy & Sustainability Analyst | Accessibility Expert | ESG Risk Management | All…

1 Define your purpose

Before you start writing your press release, you need to define your purpose and audience. What is the main sustainability message you want to convey? Who are you trying to reach and influence? How does your message align with your brand identity and values? Having a clear purpose will help you craft a compelling and relevant press release that resonates with your target audience and media outlets.

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Monika Duda (she/her)

ESG Reporting and Communication | Policy & Sustainability Analyst | Accessibility Expert | ESG Risk Management | All opinions are my own
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The primary objective of integrating sustainability into press releases is to authentically communicate the company's commitment and progress in sustainability, fostering transparency and building trust with stakeholders. Showcasing specific sustainability initiatives provides substantive and concrete evidence of the company's dedication to sustainable practices - but only when connected to a bigger picture eg. sustainability strategy. Through well-crafted press releases, companies can influence public perception and reinforce their role as contributors to positive environmental, social, and governance outcomes.

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Carlota O.

ESG & Impact | Responsible Communication | Competitive Sustainability
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Yo a?adiría que en ocasiones, los grupos de interés son diversos, por lo que hay que valorar segmentar la información de manera estratégica para cumplir con los diversos tipos de público.

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Dr. Santosh N C

Assistant Professor in Finance
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To integrate sustainability into a press release, consider highlighting key environmentally friendly practices or initiatives your company is undertaking. Emphasize measurable outcomes and commitments towards sustainability goals. Use clear and concise language, focusing on the positive impact and innovation. Incorporate relevant data and metrics to substantiate your claims, and ensure transparency in reporting. Additionally, align your messaging with broader industry trends and showcase your commitment to social responsibility.

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2 Highlight your impact

One of the key elements of a sustainability press release is to highlight your impact. This means showing how your actions, products, or services contribute to positive environmental and social outcomes. You can use quantitative and qualitative data, such as metrics, indicators, testimonials, or stories, to demonstrate your impact. However, be careful not to exaggerate or overstate your claims, as this can damage your credibility and reputation. Instead, be honest, transparent, and realistic about your achievements and challenges.

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Carlota O.

ESG & Impact | Responsible Communication | Competitive Sustainability
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Aquí cabe mencionar las recomendaciones de la directiva EU sobre greenwashing, es importante que se pueda demostrar lo qué se cuenta, ya sean datos cualitativos o cuantitativos. Cuando se comunica algo en prensa, conviene alinear todas las plataformas de comunicación corporativa para qué si el lector quiere contrastar o verificar la información la tenga a su alcance.

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3 Use clear and simple language

Another best practice for integrating sustainability in press releases is to use clear and simple language. Avoid using jargon, acronyms, or technical terms that may confuse or alienate your audience. Instead, use plain and accessible language that explains your sustainability message in a concise and engaging way. You can also use visual elements, such as images, graphs, or videos, to illustrate your message and make it more appealing. However, make sure that your visuals are relevant, accurate, and high-quality.

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Carlota O.

ESG & Impact | Responsible Communication | Competitive Sustainability
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El lenguaje debe adaptarse no solo al publico si no al formato/ plataforma de comunicación. No es lo mismo un comunicado, una nota de prensa, un reportaje...

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4 Include a call to action

A press release is not only a way to inform your audience, but also a way to inspire them to take action. Therefore, you should include a call to action at the end of your press release that invites your audience to learn more, get involved, or support your sustainability efforts. For example, you can direct them to your website, social media, or newsletter, where they can find more information, resources, or opportunities related to your sustainability message. You can also encourage them to share your press release with their networks or contact you for further inquiries.

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5 Follow the standard format

Finally, you should follow the standard format for writing a press release. This means having a catchy and informative headline that summarizes your main message, a dateline that indicates when and where the press release was issued, an introduction that provides the most important details of your message, a body that expands on your message and impact, and a boilerplate that gives some background information about your company and contact details. You should also keep your press release short and concise, preferably between 300 and 500 words.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Carlota O.

ESG & Impact | Responsible Communication | Competitive Sustainability
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Cabe valorar incluir en este último punto la medición del alcance de la noticia en los canales online para poder evaluar su impacto.

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Gladstone Samuel

Qualified Independent Director | ESG Practitioner | PMP?
(已编辑)
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Sustainability communication commences with a declaration of intent. Then, it is a matter of regularly communicating about the status of the sustainability activities and the progress being made. If companies want to avoid being accused of greenwashing, it is important to substantiate any claim they make. They can do so by demonstrating the real impact of their business activities on society and the environment. For example, a company has set the ambition to render its production facility carbon neutral in scope 1, 2 and 3 by 2035. Every year, it shares an update about the progress being made in a dedicated sustainability report that closely aligned with the Global Reporting Initiative Standards.

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What are the best practices for integrating sustainability in press releases?

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2

3

4

5

6

1 Define your purpose

2 Highlight your impact

3 Use clear and simple language

4 Include a call to action

5 Follow the standard format

6 Here’s what else to consider

Sustainability

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What are the best practices for integrating sustainability in press releases?

1

2

3

4

5

6

1 Define your purpose

2 Highlight your impact

3 Use clear and simple language

4 Include a call to action

5 Follow the standard format

6 Here’s what else to consider

Sustainability

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