ESG communication as a strategic public relations function: A framework for excellence

This paper examines the growing importance of ESG (environmental, social, and governance) communication as a key function of excellent public relations. Facing the increased need to react to stakeholder demands regarding sustainability practices and lingering accusations of ESG greenwashing, corporations need to develop excellence in ESG communication as part of their public relations function, including effective issue monitoring and crisis communication practices. Building upon Excellence Theory in public relations and using a mixed-methods approach, combining a survey and qualitative interviews with communication and sustainability professionals at financial institutions in Germany and Switzerland, the study identified eight key factors that characterize excellent ESG communication. However, whereas survey findings indicate a high level of self-reported excellence among practitioners, the interview insights reveal variability in institutional preparedness and underscore the ongoing need for integrated, organization-wide ESG strategies. This research contributes to the professionalization of ESG communication as part of the public relations function, offering a foundational ESG Communication Excellence Framework that supports public relations theory and the practical advancement of sustainable corporate communication practices.