This month, Rome becomes a hub of the communications industry: the PR Roman Forum Conference will be held on January 27 and 28 at Hotel Quirinale, bringing together leading experts in PR, digital communications, and reputation management. Among the speakers is Lorenzo Brufani, founder and CEO of the agency Competence, specialised in Digital PR and Reputation Management.
With almost three decades of professional experience, Brufani has advised more than one hundred Italian and international companies, multinational organisations, and associations in the fields of crisis communication, media relations, digital PR, social media, and both corporate and internal communications.
On the occasion of his participation at the PR Roman Forum Conference, we bring you an interview with Lorenzo Brufani in which he touched on the future of ESG, the importance of authentic green communication within organisations, as well as the dangers of greenwashing in today’s business environment.
You are considered a leading agency in Italy when it comes to ESG procedures. Taking political differences into account, do you believe ESG will truly take hold?
Absolutely yes. ESG is not an ideology; it is an economic reality. Even if the political climate is becoming openly hostile, now is precisely the time to stand firm and choose a side. Markets do not vote, but they do judge – and they reward transparency, accountability, and inclusion. Defending ESG values and DE&I today is not political correctness, but strategic courage. ESG will prevail because it reduces risk, builds trust, and creates long-term value. Companies that retreat now will not be seen as cautious – they will be seen as outdated.
What are the key points for every organisation, and why should it have ESG procedures? Do you think organisations devote enough internal attention to green communication and green responsibility?
The key points are clarity, measurability, and consistency. ESG procedures help organisations turn values into actions, and actions into results. They align strategy, operations, and communication. Honestly, many companies are still too focused on external storytelling and not enough on internal culture. Green communication starts within the organisation. If your people do not understand or believe in ESG goals, no external campaign will ever be credible.
Which values should every organisation have in order to introduce a culture of green communication and green responsibility?
First comes accountability: taking responsibility for your impact instead of hiding behind excuses. Then transparency, even when the numbers are uncomfortable or still imperfect. Third, consistency – because saying the right things means nothing if you do the opposite. And finally, courage. True sustainability is not superficial; it forces companies to change habits, rethink processes, and sometimes challenge their own business models.
When we talk about green communication and green responsibility, we also talk about greenwashing. How would you explain it simply?
Greenwashing is a form of fake news that contaminates authentic ESG communication. Its real purpose is disinformation and an attempt to conceal a company’s darker side. It means telling an attractive story without solid facts, reliable data, or concrete actions to support it. In some cases, it can also be unintentional, caused by a lack of ESG expertise. The solution is simple: fewer promises and more evidence. True ESG communication is not about sounding ‘green’, but about being accountable and transparent.
