IPRA publishes communication guidelines on climate change
On January 12, 2023, the International Public Relations Association (IPRA) published guidelines during a panel discussion on ethical and professional communication regarding climate change, intended to provide guidance to members on this topic.
"As a global PR umbrella organization with UN consultative status, we are committed to the Sustainable Development Goals of the United Nations and thus have a responsibility to set standards for adequate communication around climate change. We support our members in this," explains Anne-Gret Iturriaga Abarzua, IPRA President 2023 and Head of Corporate Communications at Ineos in Cologne. "Organizations are facing unprecedented challenges to achieve greenhouse gas neutrality. This requires public acceptance. Ethical and transparent communication is essential in this regard. With the IPRA guidelines, we offer a practical guide."
The IPRA Communication Guidelines apply IPRA's Code of Conduct, which is binding for all members, to climate change. For example, they call on PR professionals to prevent greenwashing to the best of their knowledge and belief. Likewise, the guidelines oblige all PR professionals to translate scientifically recognized findings on climate change into truthful communication that is understandable to the public.
"The scientific evidence on climate change is clear and swift action is absolutely necessary," said Daniel Silberhorn, initiator of the IPRA Climate Change Chapter. "PR officers play an important role for society and organizations: We connect organizations with their target groups and create dialogue. Sustainable change and long-term business success are only possible through ethical and responsible communication."
The guidelines, which are based on the IPRA website in English [and at the end of this article in German, editor's note]. were presented as part of a panel.
