The increasing appetite for greater transparency has urged companies to focus on the way they do business.
With the global climate crisis at the forefront of so many people’s minds, it is important for companies to play their part as changemakers. The increasing appetite for greater transparency has also urged companies to focus on the way they do business, the partners they work with, and the ESG values they stand for. Beyond that, it’s also key to how these are being communicated to their stakeholders.
At Transport Capital, we are deeply committed to doing our part to reach the industry’s sustainability goals. From working towards being a carbon-neutral company to upholding diversity in our management team, we believe that efficient and sustainable operations are key to long-term success and value creation. We also believe in offering a platform for our stakeholders to learn more about our sustainable efforts through our sustainable reports, social media platforms and website.
On the topic of engaging our stakeholders, Wani Azahar, our Marketing & Communications Manager at Transport Capital, shares more on how sustainability is at the cornerstone of our PR strategy and some key factors to look out for if you’re implementing yours.
Transparency vs Greenwashing
When you have sustainability anchoring your PR strategy, it is no longer about “spinning a story”. It is about transparency in the information you’re sharing. In fact, a survey revealed that transparency ranked as the top motivating factor for consumers to be loyal to a brand. To practice transparency in your PR strategy, it’s important to consider these three rules:
a) Own up to shortcomings in a timely manner: Admitting to a mistake can be a hard pill to swallow but it’s essential in order to maintain transparency.
b) Avoid greenwashing: Greenwashing can’t thrive in an environment that upholds transparency. Steer away from vague claims, fluff and imagery that leaves room for misinterpretation.
c) Support with data: Data is important for both your company’s and stakeholders’ benefit. With data, you have the visibility to drive change knowing you’re making improvements that are relevant to your business. According to Greenpact: “data-driven sustainability means to collect and use data to make decisions that guide measurable and responsible business practices. Whether it’s lowering greenhouse-gas emissions, optimising supply chains, or reducing waste, insights from sustainability data can power positive change while increasing profitability”.
Narrative Is Key
Every PR campaign starts with a clear objective and narrative to share. Is the campaign meant to announce a new initiative, launch a new policy, or highlight a key milestone achieved? For instance, when we started our ESG journey and decided to publish a sustainability report, we knew we were going put our business in the spotlight. So why did we decide to do it still?
We wanted to capitalise our unique position within the industry to influence change in Maritime and Aviation. We believed that it was important to be transparent to our stakeholders. We wanted to establish a critical platform for engagement with our stakeholders, to share the impacts and benefits of our business, and to progress our sustainability aspirations and practice.
To know more about how we approach sustainability in our PR strategy, drop Wani Azahar an email here.
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