By Dorota Kwiatkowska, account manager at Grayling Poland
In November, COP29 in Baku gathered the global community to discuss climate-change challenges and develop common mitigation solutions. While the event saw some agreements, the international and Polish media as well as key opinion leaders noted insufficient progress in core areas like fossil fuel phase-out and financial support for vulnerable nations. However, the theme of transparency resonated positively, highlighted by the first submissions of Biennial Transparency Reports (BTRs) under the Paris Agreement, and a greater focus on emissions, climate, and nature reporting guidance.
According to the UNFCCC [1], this marks a new chapter in global climate transparency and is, of course, of paramount importance in the context of measuring country performance, mapping gaps, or verifying adopted strategies. And while meeting the pledge to limit the temperature increase to 1.5°C above pre-industrial levels and reporting on actions taken concerns governments, the emphasis on transparency at COP29 should also be of interest to business. And even more so in the communications industry.
Why does it matter (also for your company)?
On the one hand, the field of sustainability is becoming increasingly complex and significant. New regulations on social and environmental impacts as well as corporate governance are emerging regionally, and locally, and new phrases are entering the discourse, concepts that – as research shows – consumers find difficult to keep up with. On the flip side, according to this year’s World Economic Forum Report, business leaders worldwide identified misinformation and disinformation as the top global risk in the short term (two years). They also ranked it fifth in the long term (ten years), following four climate-related issues[2]. So in a mix where we have an increasing amount of information that is not entirely clear to audiences plus difficult to verify – the abovementioned transparency is invaluable in building trust towards companies among their stakeholders. It is therefore one that also should be taken particularly seriously when taking a strategic approach to building one’s market position and credible image.
Europe wants to lead a sustainable future
Recently, within the COP29 frame and a couple weeks ahead of the year-end deadline, the EU presented its Biennial Transparency Report (BTR), highlighting its commitment to transparency, accountability, and climate ambition[3]. And these for sure are demanding and identified in policies like the European Green Deal together with Taxonomy, and related regulations such as the Corporate Social Responsibility Directive (CSRD) or actions aimed at combating greenwashing, which results in the sustainability landscape in Europe evolving rapidly. These shifts have made the area a strategic aspect of businesses, impacting not only their image but also their financial situation. In fact, soon for about 3,500 Polish companies, non-financial reporting will be mandatory and become an integral part of the annual reporting process, requiring the auditor’s signature. And that means not only changes in businesses’ governance but also in their communication.
The devil is in the details
First of all, data should and will play a key role in communication too. It will be important to analyse the performance of your company in terms of sustainability and thus define both – your ‘license to operate’ and areas where a given business can truly demonstrate leadership and excellence by relying on solid, evidence-based information. The second aspect is understanding the expectations of your audience. Apart from the regulators, the sustainability milieu is influenced by a broad spectrum of stakeholders with different expectations, including investors, business partners, employees, and customers. Comprehending its complexities and communicating transparently allows to consciously build trusting relationships with target groups and respond to their needs, while responsibly pursuing your interests.
Conscious, thoughtful communication allows firms to mitigate image risks and ensures compliance with relevant regulations, potentially reducing financial hazards. In an era of heightened scrutiny, even minor missteps can lead to a reputational crisis, which further emphasises the role of communications advisors, who bring value far beyond brand awareness building.
Be reliable but also understandable
In an age of misinformation and complex policies, maintaining consistent messages that stakeholders – including consumers – can understand is important in communications. Working with experienced communications experts can certainly help translate dense figures and frameworks into accessible, engaging, yet credible narratives. At Grayling, drawing on our experience and knowledge of the broader area of corporate affairs – from the regulatory landscape and trends to the nuances of the local market – our consultants provide companies and their representatives with strategic communication advisory services.
With a focus on quality and effectiveness, we always conclude from an analysis of the audience’s baseline, brand, and context, seeking to properly understand the challenges of the ecosystem within which our clients operate, as well as the needs, motivations, and values of their audience. By working together to develop fact-based and interesting narratives, we can bridge the gap between technical sustainability strategies, goals, or efforts and public understanding, thereby creating a competitive advantage. Although our work often involves communicating companies’ environmental activities, as PR consultants, we have long been actively involved in managing stakeholder relations and initiating activities across all aspects encapsulated by the ESG acronym. But here again, transparency is key.
[2] WEF Global Risks Report 2024
Dorota Kwiatkowska leads corporate communications accounts for Polish and international clients at Grayling Poland. She specialises in media relations, employer branding, sustainability, and crisis counselling. Dorota has experience in launching brands in new markets and providing strategic communication consultancy for projects in sectors ranging from finance and FinTech, retail and FMCG to industrials. She holds degrees in PR & media marketing and management studies.
