This post first appeared in Anthony Bullick’s Daily Post column.
Having focused on the environmental and social aspects, the spotlight shifts to the governance part of environmental, social, and governance (ESG).
The governance element of ESG affects organisations of all sizes, with topics such as shareholder rights, including the ability to vote on important issues, as well as business integrity – do actions align with what you say you do?
A company’s reputation is built on how it conducts itself on a daily basis, and the governance section of ESG digs deep into the behaviour of those in power.
Governance is considered the bedrock of ESG, providing the opportunity to enhance your reputation and build your business by driving values-based decision-making across the organisation.
Like the environmental and social aspects of ESG, involve your PR team from the outset to ensure that the right messages are being shared and are linked to business objectives.
For example, if you are a member of an organisation such as the Institute of Directors (IoD), place the logo on your website and include it in email signatures as well as other internal and external communication channels.
Consider volunteering on a regional IoD committee and showcase your engagement with the organisation through attending events and training sessions or securing qualifications.
Include a comprehensive overview of key individuals on your meet the team page, with links to relevant social media networks such as their LinkedIn profiles.
Many companies have plans and ambitions ranging from growth to hitting carbon-related goals. While these may be communicated internally, transparency through frequent external communications cements that you are actually doing what you said you will, ultimately building trust with all stakeholders.
In addition, position the senior leadership team and other relevant personnel as experts through thought leadership content.
Share positive internal stories, expert commentary, and feature contributions with the media to strengthen reputations through earned editorial.
Upload press releases and website stories to your own news section and integrate them into your organic social media plan and e-newsletter strategy to further maximise your reach.
Paid media, such as social media advertising, combined with earned and owned, is another effective way to place content in front of the people that matter most to the business.
Whilst it’s important to focus on the positives, remember to have one eye on issues and crisis PR planning. Lean on your PR strategy to analyse risks, draft reactive statements and include ESG scenarios in media training alongside briefing spokespeople.