A PR glimpse into tomorrow

…environmental, social and governance (ESG) storytelling: the new future of Public Relations

By Kenneth HAMMOND-ARYEE (PhD)

Digitalisation has emerged as a transformative force, revolutionising various fields and enhancing our creative capabilities, particularly within the creative economy. As we mark World Public Relations Day, it is clear that most of the conversation will centre on Artificial Intelligence (AI) and its profound impact on our profession.

AI is not only reshaping the world we live in today, but also holds the potential to redefine our future. In the realm of public relations, AI is already enhancing how we analyse data, create content and monitor media, providing valuable insights and efficiencies. As practitioners, we must embrace these advancements, recognizing AI as a powerful ally that complements and elevates our human creativity and strategic thinking.

Besides AI, I want to highlight a crucial aspect of our profession that is rapidly evolving and will significantly impact our changing environment. This is environmental, social and governance (ESG) storytelling.

The integration of environmental, social and governance (ESG) storytelling into Public Relations is crucial for organisations since it allows them to build a stronger reputation, build trust and gain a competitive advantage.

Digging deeper into this conversation…

Environmental sustainability boosts reputation

Environmental sustainability is a key driver of reputation. By actively addressing issues like climate change, waste management and energy efficiency, companies can improve their reputation and appeal to environmentally-conscious consumers and investors. Companies like Coca-Cola, which now uses recyclable bottles, are prioritising sustainable policies to enhance their reputation and stay ahead of the competition. Similarly, MTN Ghana has launched initiatives like Project Zero, aiming to reduce carbon emissions by 50 percent by 2040, in line with the Sustainable Development Goals (SDGs).

Another great example is the Absa Bank Ghana collaboration with Ecozoil. The bank marked World Environment Day by planting 200 coconut trees and cleaning up Bortianor Beach in Accra. This initiative highlights the bank’s dedication to environmental sustainability and positive social change, exemplifying their commitment to being a proactive force for good in the community.

Social impact generates goodwill and loyalty

Social impact is a vital aspect of environmental, social and governance (ESG), generating goodwill and loyalty. By prioritising fair labour practices, data protection, diversity, inclusivity, philanthropy and community engagement, businesses can demonstrate their commitment to society, enhancing their brand reputation and establishing themselves as responsible leaders.

At Innova DDB Ghana, we are proud to nurture creative talent in junior and senior high school students through our partnership with Westfield Bridge College. Our monthly creative sessions and internship opportunities empower young minds to develop love for the creative arts and skills for the creative economy.

Millennials and Gen Z are increasingly mindful of their purchasing decisions, actively seeking brands that share their values and demonstrate a genuine commitment to social responsibility. By authentically embracing sustainability and ethical practices, businesses can differentiate themselves, build trust and cultivate lasting customer loyalty, ultimately gaining a competitive edge in the market.

Governance fosters trust and confidence

Effective governance is crucial for brands demonstrating ethical leadership and transparency. By focusing on board composition, political contributions, stakeholder-centric practices and lobbying efforts, companies can build trust, mitigate risks and ensure long-term success. Investors prioritise companies with strong governance structures, recognising them as stable, accountable and responsible.

As environmental, social and governance (ESG) storytelling gains traction and is gradually changing the narrative of Public Relations, aligning with the values of African consumers who increasingly demand purpose-driven brands, it puts people, planet and profit in harmony. By engaging stakeholders and driving meaningful change, we can bridge the gap between business and society, creating a more sustainable future for Africa.

Through the power of environmental, social and governance (ESG) storytelling, we – Public Relations practitioners – can shape a brighter continent, one narrative at a time.

About the writer

The writer is the Chief Operating Officer of Innova DDB Ghana, Innova Liberia, and acting Chief Operating Officer of BrandAlert Limited. He has over ten years of brand-building experience, working with top agencies like Origin 8 Saatchi & Saatchi (Ghana). He has managed global brands such as MTN Ghana, Lonestar MTN Liberia, Stanbic Bank Ghana, Wienco, Guinness, Africa World Airlines (AWA), UT Holdings, UNICEF, UNDP, USAID, Multimedia Group, among others.

He holds an MBA from The Open University, UK, and a Doctorate from Stellenbosch University, with R270,000 in research grants and bursaries awarded between 2012 and 2016.

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