Dan Gerrella is a PR professional who has built his entire career working in the United Kingdom and internationally. He is the president-elect of the Chartered Institute of Public Relations (CIPR) in 2026 and will assume the role of President in 2027. In his professional work, he leads the communications consultancy LMC, which specialises in the construction and real estate sector, with a focus on innovation, sustainability, building safety, and digitalisation.
Ahead of the PR Roman Conference, we bring you an interview with Dan on green communication, organisational responsibility, and the role of communicators in the ESG transition.
Since you have been selected as CIPR President for 2027, we are witnessing global trends related to ESG – environmental, social and governance. From your perspective, how do you view this?
Organisations are under increasing pressure to understand and demonstrate the impact they have. It’s driven by a few things, including rising expectations from stakeholders, tightening legislation and guidance, and the recognition that our climate is becoming more volatile.
There is also an underlying challenge that the topic of ESG is becoming increasingly politicised. It makes it a difficult, more sensitive space for communication.
That is where professional communicators add value. We can navigate these sensitives, build understanding, and meaningfully embed ESG within an organisation’s strategy and messaging.
At the upcoming PR Roman Forum, you will be the keynote speaker and moderate the panel on green communication and green responsibility. In your opinion, what should be the responsibility of every organization in the green transition?
The starting point for all businesses should be accountability. That means measuring and reporting on impacts, being transparent about performance and communicating this clearly.
We need businesses that take a leadership position too, looking beyond the impact of their operations and working to educate and influence their staff and the wider public.
For those working in energy or sustainability, the demands are higher. These organisations need to actively lead from the front.
Communications professionals are central to this, able to tell stories that raise public understanding of the issues and help drive action and change.
What do you consider the most dangerous aspects in the processes of green communication and why? Are organizations sufficiently aware of the importance of green communication? Do you think ESG is an effective method for organizational accountability, and do you believe it will be globally accepted?
Greenwashing is a major risk, as it undermines trust, damages reputations, and can result in legal and commercial consequences. This might not just be for the company involved either. There is usually a contagion factor that can affect others working in the same sector.
From the perspective of agreeing a global standard, there is not an easy, one-size fits all approach. There are legal differences throughout the world, and differing advice when it comes to standards and best practice. However, something that is more principles-based should be achievable.
This is where professional bodies can help, by setting standards and providing guidance for practitioners that is focused on core behaviours and competencies.
What do you think are the key challenges of corporate communication – and for every individual working in communications – when it comes to green communication and green responsibility?
Companies are often accused of ‘green’ or ‘purpose washing’. We’ve seen instances where organisations have done this deliberately, and instances where some have done it by mistake. Either way the result is the same – it damages reputations and reduces trust.
Communicators need to be willing to ask questions. Before publishing a claim, have they checked that there is credible evidence to back it up? Are they using recognised, accurate terminology? Are the impacts being measured fairly?
To do this, communicators must understand these issues at an in-depth, technical level. They must have the confidence to speak up and ask questions in times when they don’t. And if they are ever asked to do something unethical, they must push back. That may not be easy, but it is central to being a professional.
