During PR Roman Forum 2026, an international gathering dedicated to sustainable, responsible and ethical communication, the Rome Declaration on Green Communication Responsibility was officially signed today. The document, for the first time at the international level, clearly defines the principles, guidelines and professional obligations of communication oriented towards sustainability, social responsibility and ESG standards.
The Declaration was jointly adopted by representatives of leading international communications organisations gathered at the Forum, sending a strong message about the role of the communications industry in shaping a more transparent, responsible and long-term sustainable society. The document emphasises communication as a strategic tool for raising awareness, building trust and leading real, measurable change, far beyond mere narrative.
The focus of the Declaration is the clear responsibility of communications professionals: from combating disinformation and greenwashing, to actively contributing to environmental sustainability goals and leading change with integrity. In doing so, communication is positioned not as a supporting activity, but as a key component of ESG strategies.
It is precisely here that the Declaration fills a significant gap in existing ESG and sustainability frameworks, highlighting the specific role of communicators in strengthening the credibility of green messages. Emphasis is placed on an ethical approach, reliance on verifiable data, measurable impact and long-term value, along with the obligation to integrate environmental impact into every communications strategy. The text of the Declaration further calls for awareness-building, the exchange of best practices and responsible action that takes into account cultural differences and local contexts, reminding that sustainable communication is not a universal formula, but a process that requires knowledge, responsibility and consistency.
The Declaration was signed by: Danijel Koletić, Secretary General of WICMI; Biagio Oppi, member of the Board of FERPI; Lorenzo Brufani, national representative of EACD for Italy and founder and CEO of Competence; Anthony Pickles, Director of Communications at British Museum; Jacqueline Purcell FRSA, co-founder and CEO of Jasper Alliance London Limited; Massimo Castellano, President and CEO of Blue Planet Economy; Ivana Alilović, Director of the Zagreb County Tourist Board; Tamara Bekčić, Director and co-founder of Chapter 4 Communication Consulting; Assoc. Prof. Dr. Barbara Toplak Perović, Dean of the ECM Faculty; and Kağan Konçak, founder of Roke Communications Consultancy.
The initiative for this Declaration was proposed by Danijel Koletić, who, on the occasion of the signing, stated: “This is a historic moment for the communications industry, which must conduct an analysis of the ethical and professional approach to reporting on green communication responsibility. I am proud that this is understood by the leading leaders of the communications industry who spoke on the panel at the PR Roman Forum conference.”
“The ‘Rome Declaration on Green Communication Responsibility’ proposes a global effort by all communicators in governments, education, think tanks, media, civil society and, yes, every citizen, to act with integrity and responsibility. This is not a script to be followed blindly, but a statement of intent not to contribute to the spread of misinformation and disinformation. The World Innovation and Change Management Institute calls on all communications professionals and individuals to commit to responsibility in green communication,” said Richard Linning, Founding President of WICMI.
