FMJ Facilities Management magazine providing industry-specific intelligence to FM and property professionals
THE BRANDING EXPERT’S VIEW
SARA BRACE,
INTEGRATED ACCOUNT DIRECTOR, ONEAGENCY
As the Thomson Reuters report suggests, ESG compliance directly reflects a company’s values, leadership and reputation. This rings true for any business, from large blue chips to young start-ups, from essential service providers to product manufacturers. Whatever the size and shape of your company, you need to be visibly proactive when it comes to ESG efforts.
Visibility is the key word here. When implementing your business’s integral ESG strategy, you shouldn’t underestimate the importance of also having a good marketing strategy running in tandem.
Two-thirds of survey respondents agreed their organisation has a duty to both stakeholders and society when it comes to addressing ESG issues. It is essential that progress is communicated not only internally, but to wider audiences too.
The research suggests internal communication of ESG successes is strong. Of those surveyed, 42 per cent said their companies issue annual reports or disclosure statements, 38 per cent include ESG progress into investor presentations, and 31 per cent conduct dedicated ESG briefings.
However, from the outside it can be hard to determine how a company is formalising its ESG obligations. Though ESG-related progression is really valuable to business operations, it is a wasted opportunity to not shout about the fantastic work you are doing in the public domain.
How your business is perceived outside of your own organisational network is hugely influential, from recruitment to sales and beyond. But what does a strong public relations strategy look like?
Content is the beating heart of a good communication plan and our dedicated team works tirelessly to develop content campaigns that bolster a brand or business reputation. A large number of businesses already have this content in place, ripe to be transformed from internal communications to a public facing PR campaign.
In spite of that, a great strategy is about more than just promoting your business’s ESG successes in an isolated way. It should be about so much more than an ego-boost for stakeholders – a truly hard-working PR strategy will ensure your ESG content is of value to others too.
While it is of course beneficial to showcase your willingness and enthusiasm for ESG policy, if you can provide content that offers advice and insights that will help others, you are much more likely to really engage outside influences with your brand or company narrative.
Format should also not be an oversight. Content marketing campaigns can be SO much more than words on a page. Yes, a press release still has merit but think bigger. Videos, whitepapers, infographics, interactive reports, online quizzes…the opportunities are endless!
We all need to consider our impact and support legislation that works towards a healthier planet and nurtured society. Taking proactive action to meet ESG goals is a priority, but don’t do it quietly. Don’t be afraid to showcase how proactive your business is, loudly celebrate your successes and take others on that journey with you.
