Does PR have a role in sustainability?

When you look at the recent writings about sustainability, all pundits clearly state the importance of communication as a key component to the successful development, implementation and reporting of sustainability. But, let's take a step back and make sure we all use the same definition of sustainability -- as I believe it is different from corporate social responsibility (CSR). Sustainability is the systemic approach to programs that enhance social and environmental outcomes while building financial value for a company. This is more than compliance, philanthropy or other programs that measure a company's influence on select publics, as I see CSR.

Sustainability includes the business, environmental and social impact goals that a company sets for itself. It also includes the structures, systems, processes, decisions and metrics that must then be interwoven throughout every dimension of a company. All of business then becomes sustainable -- every decision must take into account social and environmental impacts in addition to the financial performance. Balancing company resources, determining asset allocation and prioritizing are seen through a new lens.

So how does this include public relations?

I see a troubling trend that tries to separate true sustainability from "charitable donations or public relations," thereby relegating PR to fluff or disingenuous behaviors. This is not the true use of the term nor a complete and accurate view of the profession.

According to Wikipedia, "Public Relations is a set of management, supervisory, and technical functions that foster an organization's ability to strategically listen to, appreciate, and respond to those persons whose mutually beneficial relationships with the organization are necessary if it is to achieve its missions and values." (Robert L. Heath, Encyclopedia of Public Relations).

Given this definition, PR is not just posturing and positioning. It is the two-way conversation an organization needs to have with all its stakeholders as it goes about its sustainable business. Good communications, listening, feedback loops are all components of public relations and have a critical component to play in the sustainability market.