What’s The Buzz About ESG Messaging And Why It Should Be Part of Your PR Strategy
By: Tiarnan Barrett, Account Executive
In today’s purpose-driven landscape, consumers, employees and stakeholders are increasingly seeking brands that contribute positively to society and the environment.
That’s why more organizations want to highlight their Environmental, Social and Governance (ESG) work. And as they should, ESG is more than just a buzzword. It’s becoming a consumer expectation.
But with heightened scrutiny and rising skepticism around corporate sustainability claims, thoughtful and transparent communication is more important than ever. Here’s how Baker Public Relations works with clients to effectively integrate ESG messaging into their PR strategy.
Start with Substance, Not Spin
Authentic sustainability storytelling begins behind the scenes. Before you communicate externally, ensure your ESG efforts are real, measurable and ongoing. Ask internal stakeholders key questions:
- What actions are we taking, not just planning?
- What data do we have to support our claims?
- How do these initiatives align with our long-term business strategy?
Brands should communicate progress, not perfection. Highlighting challenges and lessons learned builds far more trust than exaggerated success.
Focus on Transparency and Measurable Impact
Be specific in your narrative and avoid vague language (“eco-friendly,” “green,” “sustainable”) unless you can explain exactly why the claim is true. Instead:
- Share metrics, such as reductions in energy usage or waste
- Define timelines for ESG goals
- Cite industry standards, such as GRI, SASB or B Corp benchmarks
- Provide third-party validation, like certifications or audit results where available
Transparency is a best practice AND business advantage.
Make ESG Part of Your Core Brand Story
Sustainability shouldn’t feel like an add-on PR moment. Integrate purpose-driven messaging into the heart of your brand communications. Consider:
- Featuring ESG priorities on your website and in annual reports
- Developing executive thought leadership around responsible business practices
- Showcasing employee stories tied to community impact, innovation or green initiatives
- Creating content such as blogs, videos and social media, that highlights the people behind your sustainability work
When ESG is woven into your narrative, it resonates more deeply with audiences
Center the Stakeholders Who Benefit
Authentic ESG communication focuses less on how good your organization looks and more on who your efforts support. That could include:
- Local communities
- Employees
- Nonprofit partners
- The environment
- Industry peers
Shifting the spotlight from the brand to the impact fosters trust and demonstrates genuine commitment.
Avoid Common ESG Messaging Pitfalls
To safeguard reputation and ensure credibility, steer clear of:
- Overstatements or inflated claims
- Using sustainability only as a crisis distraction
- Highlighting minor eco-friendly efforts as major accomplishments
- Following trends instead of committing to long-term change
- Inconsistency between words and actions
If something is still in progress or not yet perfect, say so. Honesty is more powerful than over-polish.
Sustainability Is a Journey, Tell That Story
The companies that stand out today are not those that declare themselves sustainable, but those that show the work. By grounding your PR strategy in transparency, measurable impact and purpose-driven storytelling, you can authentically communicate ESG progress.
At Baker Public Relations, we partner with organizations across industries to develop thoughtful, credible ESG communications strategies. Want help in shaping yours? We’re here to support you.