At the 23rd International PRO PR Conference in Podgorica, the accession of Global Alliance to the Rome Declaration on Responsible Green Communication was formally confirmed, an initiative that establishes a shared ethical and professional framework for how green communication should be designed, implemented and evaluated.
The declaration was first signed on January 28 in Rome, as part of the PR Roman Forum dedicated to green communication and ESG topics, organized by the World Innovation and Change Management Institute (WICMI). The initiator of the document, Danijel Koletić, Secretary General of the World Institute for Sustainable Development and Management, signed the declaration in Podgorica together with Justin Green, President of the Global Alliance for Public Relations and Communication Management, an organization that brings together more than 320,000 communication professionals worldwide.
The document brings together representatives of the communications industry, institutions and organizations, including representatives of FERPI, EACD, the British Museum, as well as numerous consulting and academic organizations, with the aim of establishing clearer standards of responsibility in sustainability communication.
Commenting on the significance of the initiative, Danijel Koletić highlighted the need for broader industry involvement and individual responsibility within communication processes: “I am pleased that this initiative has been recognized by the Global Alliance and its President. Of all the crises we face, the greatest is the crisis of preserving nature, and behind every communication message within green communication stands the responsibility of every individual who manages communication processes, which is why I invite other agencies, consultants and individuals to join in signing this declaration.”
On the other hand, Justin Green emphasized the role of the communications industry in strengthening credibility and trust when it comes to sustainability: “The Rome Declaration on Responsible Green Communication, supported by the Global Alliance, promotes ethical standards in communicating environmental initiatives. It encourages organizations and communication professionals to prioritize transparency, accountability and scientific accuracy when presenting sustainability strategies. In this way, communicators can help build credibility and trust among stakeholders who increasingly demand responsible practices in environmental protection.”
