A sustainability-focused agency has shared its thoughts on an online event hosted by a reputable industry body.
Outwrite PR sponsored the Chartered Institute of Public Relations (CIPR) North West’s lunch and learn session on How Comms Can Help Build Sustainable Organisations.
The topic of the webinar highlighted the important part PR professionals can play in contributing to a brand’s overall sustainability strategy.
Attendees had the opportunity to hear from some key speakers in the industry, including:
- Hilary Berg, strategy lead at M&C Saatchi LIFE and previously head of sustainability at Iceland Foods
- Gudrun Cartwright, climate action director at Business in the Community
- Mark Flannagan, director of marketing and communications at Alder Hey Children’s NHS Foundation Trust.
The team reflected on what they learnt during the session, from the concept of ‘hyperbolic discounting’ to adopting a blunt yet strategic outlook on the climate crisis.
Alexia Jones – Account executive
“The session really demonstrated how PR is capable of driving change through storytelling and it made me feel empowered as a PR practitioner.
“I loved Hilary Berg’s point that communicators have a crucial role within organisations to change the way we measure success. She raised the point that a company wouldn’t hesitate to change its strategy if it was losing 70 per cent of its profits, but applying that same rationale to the fact we have used up 70 per cent of the planet’s resources isn’t met with the same sense of urgency.
“The session signposted plenty of further reading materials on how we can communicate the issue ‘with people’ rather than ‘to people’ to create a collective shift that everyone has a part to play in.
“I think my biggest takeaway was that it isn’t all doom and gloom – there are differences we can make.”
Cal Behrendt – Account manager
“The biggest takeaway from the event was how, as an industry, we need to be the ones driving the narrative and the push for wider change, especially in larger organisations.
“The state the climate is in now cannot be side-stepped and we need to communicate this with the gravity and urgency it deserves.
“Mark Flannagan’s commentary was particularly insightful to me as by taking the path of being blunt yet strategic, we can help control the agenda when it comes to sustainability and drive that change.”
Evie Shaw – Account manager
“It was interesting to hear about the topic of sustainability from speakers who each represented a different sector, and this will have certainly given attendees a well-rounded perspective.
“The concept of ‘hyperbolic discounting’ really resonated with me during Hilary Berg’s discussion. It’s the idea of prioritising immediate rewards over future rewards and I think this is very much the position we’re in now with the climate crisis.
“The CIPR put together a very engaging lunch and learn session and it’s fantastic Outwrite had the opportunity to sponsor it. A topic that very much aligns with our own ideals as an agency and I’m looking forward to the next one.”
Tom Norris – Senior account executive
“The lunch and learn session reaffirmed some of my thoughts on building a sustainable organisation and offered up key learnings around the topic.
“Mark Flannagan was fantastic and straight to the point with his passion shining through. He stressed the need for a massive collective shift and for organisations to say what they are and aren’t doing.
“His approach to the topic was intriguing and the three takeaways he provided were simple in approach, but vital in the world of PR.
“Be strategic and blunt, make the topic come alive in the communications world, and demand resources. It sounds straightforward, but not all organisations are ticking all three boxes.”
Anthony Bullick – Managing director
“Hats off to the CIPR North West group – this was a brilliant event on ESG. The insight shared from different perspectives was invaluable, and I think we could have a full conference dedicated to the topic!”
Outwrite’s clients include construction firm Wynne Construction, Jones Bros Civil Engineering UK, Warrington-based Watsons Solicitors, and mechanical and electrical (M+E) contractor Ash Integrated Services.
The agency specialises in integrated PR, green PR and online reputation management.