The role of public relations to address a global turning point on sustainability

Abstract

As the world confronts pressing environmental and societal challenges, the public relations discipline is uniquely positioned to shape credible sustainability agendas that resonate with diverse stakeholders. This introduction to the special issue critically examines the current context of a global sustainability turning point, characterised by heightened scrutiny of organisational claims, widespread greenwashing accusations, paradoxical reactions of ‘greehushing’, and increasing demands for demonstrable societal value. Considering the role public relations can play in contributing to authentic sustainability entails analysing how public relations helps to achieve alignment between statements and behaviors; symbols and actions; organisational profit and social benefit; internal and external publics; organisational culture and practices; tangible value and intangible value; and promises and fulfilment. The introduction presents the range of contributions submitted in response to the call, collectively offering critical insights into the roles, challenges, and opportunities for public relations in achieving critical alignments, and ultimately, advancing authentic sustainability.