A Call for the 18th Sustainable Development Goal

The Global Alliance for Public Relations and Communication Management (GAPRCM), a not-for-profit and voluntary coalition representing over 360,000 professionals, academics, and students across 126 countries, along with more than 100 endorsements from organizations worldwide, has renewed its appeal to the United Nations to acknowledge the significance of responsible communication by establishing it as the 18th Sustainable Development Goal (SDG).

The Significance of Communication in Society

The GAPRCM asserts that communication is fundamental to human interaction and the advancement of society. It is the backbone of community-building, the exchange of ideas, and the support of democratic governance. However, the increasing prevalence of fake news and misinformation poses a serious threat to these essential elements, eroding trust in institutions, companies, and individuals.

In response, the Global Alliance has developed a strategic framework for the proposed SDG centered on Responsible Communication, complete with key targets, indicators, and identified stakeholders.

As the digital era continues to drive and disrupt societal transformation at an unprecedented scale and pace—a reality highlighted by the COVID-19 pandemic—the existing SDGs remain silent on the issue of communication. In September 2023, the GAPRCM directly appealed to UN Secretary-General António Guterres for the creation of a distinct SDG focused on communication.

This proposal is not isolated. Earlier in the year, Jan Servaes, former UNESCO Chair in Communication for Sustainable Social Change, and Muhammad Jameel Yusha'u of the Harvard Kennedy School, edited and published two volumes of "SDG 18: Communication for All," which presented detailed arguments for an SDG dedicated to responsible communication, emphasizing that communication is recognized as a fundamental human right by the United Nations.

Core Principles of Responsible Communication

Responsible communication is rooted in truth, fostering a climate of trust essential for the harmonious coexistence of diverse communities. The GAPRCM outlines several principles that must be upheld within this framework:

• Freedom of opinion and press: Ensuring that individuals can express their views freely and that the press operates without undue restrictions.
• Ethical communication: Organizational and institutional communications should be based on facts and ethical standards.
• Combatting misinformation: Efforts must be made to counter fake news, misinformation, and all forms of propaganda.
• Communication education: Individuals should be educated to use their communication skills, particularly on social media, responsibly.
• Support for accountable journalism: Public and private sectors must back rigorous and transparent journalism.
• Diverse and inclusive content: Communication should support diversity, inclusion, and gender equality.
• Empathy in communication: Special consideration should be given to those affected by hunger, poverty, war, forced migration, and discrimination.
• Positive and inclusive language: The use of language should be constructive and promote inclusivity.

By promoting accurate information, ethical dialogue, and combatting misinformation, responsible communication helps build and sustain trust. Additionally, enhancing media literacy is crucial in empowering individuals to recognize and resist fake news.

Responsible communication is vital for the health of democracy, supporting informed citizen participation and promoting global understanding and empathy by showcasing diverse perspectives and shared human experiences.

The Case for a New Sustainable Development Goal

The GAPRCM underscores the need for a more inclusive, deliberative, and multi-stakeholder participatory approach to sustainable development. The proposed 18th SDG, which would aim to "Ensure responsible communication and promote trust, informed dialogue, and social cohesion to support sustainable development," would:

1. Address communication gaps in existing SDGs: Although communication plays a key role in various existing SDGs, especially in SDG 4 (Quality Education) and SDG 16 (Peace, Justice, and Strong Institutions), there is no dedicated goal that comprehensively addresses communication’s role in sustainable development. A new SDG focused on responsible communication would provide a clear framework for action, ensuring communication is leveraged to support all SDGs.
2. Respond to emerging global challenges: The digital age has exacerbated the spread of misinformation and the erosion of trust in institutions. A dedicated SDG on responsible communication would confront these challenges by promoting ethical journalism, digital literacy, and the responsible use of communication technologies.
3. Align with international frameworks and agreements: The proposed SDG aligns with international frameworks such as the Universal Declaration of Human Rights, which recognizes the right to freedom of opinion and expression, and UNESCO’s principles of ethical journalism. It also supports global initiatives on internet governance and digital inclusion.

Key Targets for the Proposed SDG

The key targets for this proposed SDG would include:

• Promoting media, public relations, and information literacy: Ensuring that individuals and organizations have the skills to critically evaluate information and engage responsibly in the digital landscape.
• Supporting ethics and professionalism: Encouraging ethical standards in media practices and responsible content creation across communication professions.
• Combatting misinformation: Strengthening mechanisms to identify, counter, and mitigate the impact of misinformation.
• Enhancing trust in institutions: Promoting transparency and accountability within both public and private institutions.
• Fostering inclusive communication: Ensuring that communication platforms and content are accessible and inclusive for all, particularly marginalized and vulnerable communities.

Implementation Framework

To achieve this proposed SDG, the GAPRCM calls for global leaders, policymakers, and stakeholders to acknowledge the critical role of communication in securing a sustainable future. A multi-faceted approach is necessary, including:

1. Multi-stakeholder collaboration: Cooperation among governments, international organizations, civil society, academia, the private sector, and media organizations to share resources, expertise, and best practices.
2. Policy and regulatory frameworks: Governments should develop and enforce policies that promote responsible communication, protect freedom of expression, and ensure digital inclusion, including laws to combat misinformation, safeguard data privacy, and support digital literacy initiatives.
3. Capacity building and education: This includes training for journalists, communicators, educators, and community leaders, as well as integrating media, communications, and information literacy into educational curricula at all levels.
4. Technological innovation and infrastructure: Promoting technological innovation and investing in communication infrastructure, such as expanding broadband access and supporting digital inclusion initiatives, are essential to bridging the digital divide.
5. Monitoring and evaluation: Establishing robust monitoring and evaluation mechanisms, including developing indicators, collecting data, and conducting regular assessments, will be vital to track progress toward the proposed SDG and inform necessary policy adjustments.

Through collective action and a commitment to responsible communication, the establishment of SDG 18 could be a pivotal step toward achieving a more informed, cohesive, and sustainable global community.