The Path to Achieving the SDGs Led by PR: What is the Role of PR that Benefits the Future?

The concept of Public Relations (PR) is evolving, and its boundaries are becoming increasingly blurred. PR professionals within organizations like corporations are likely finding themselves more often uncertain about where PR's domain ends.

This series aims to help readers effectively utilize PR in their respective roles by examining the "essence of PR" from multifaceted perspectives: PR and media, PR and journalism, PR and marketing, and more.

This prologue explores "PR and the Future."

We interviewed Kaoru Nemoto, Director of the United Nations Information Centre, who continues to advocate for the importance of achieving the SDGs and was awarded the 2021 Japan PR Grand Prix 'Person of the Year,' conducted by Osamu Iguchi of PR Consulting Dentsu Inc.

*This interview was conducted in late November 2022, immediately following the conclusion of the 27th Conference of the Parties to the United Nations Framework Convention on Climate Change (COP27).

 

<Table of Contents>
▼SDGs Facing Crisis, Not Progress but Regression

▼PR Firms' Role: Co-Creating a "New Normal"

▼Companies Must "Feel a Sense of Urgency" and "Sense Progress"

▼What Social Change Will Younger Generations' SDG Understanding Bring?

▼Is Japan's lag in gender equality inefficient?

▼How should PR engage in "building systems to weave narratives"?

▼ "Simple triggers" and "doing it with peers" are key

▼Can PR establish "new norms"?

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SDGs: Not Just Falling Short of Goals, but Facing Crisis

Iguchi: At PR Consulting Dentsu Inc., we define "social innovation" as "creating new social value and systems that achieve paradigm shifts to build a sustainable, better society." Contributing to social innovation through PR is our corporate philosophy. The SDGs, often discussed today, cannot be realized without social innovation.

This time, we spoke with Director Nemoto, who continues to work on SDGs initiatives at the United Nations, to explore how PR can contribute to building a sustainable, better society.

2023 marks the midpoint toward the 2030 target year for achieving the SDGs. However, with no clear path to resolution for issues like the novel coronavirus, climate change, and the Ukraine conflict, some reports indicate the SDGs are regressing. Frankly, where do you think we currently stand in terms of SDG achievement?

Nemoto: To be blunt, progress toward achieving the SDGs is facing a crisis. Even before the pandemic, challenges like widening inequality, increasing conflicts, and worsening climate change were piling up, and there was no clear path to achieving them.

That's precisely why the UN designated 2020 to 2030 as the "Decade of Action" and stepped on the accelerator. But just as we were about to do so, the novel coronavirus pandemic erupted globally in early 2020. Then in 2022, Russia invaded Ukraine, creating a massive number of refugees and triggering soaring food and energy prices. On top of that, major climate disasters struck worldwide.

In this context, the UN is calling on nations to implement an urgent relief plan with no time to spare. However, what is making this difficult now is the deepening global divisions exacerbated by the war in Ukraine. At COP27 (the 27th Conference of the Parties to the UN Framework Convention on Climate Change) in 2022, an agreement was reached on a fund to provide global support for developing countries suffering immense losses from disasters and other events. However, how this fund will be operated remains to be discussed.

Furthermore, progress on reducing CO2 emissions has not only stalled but is actually regressing. Citing the war in Ukraine, many countries, including Japan, have put climate change measures and greenhouse gas reduction efforts on the back burner. If this continues, the Earth will face catastrophic consequences. Developing nations and island states, which contribute very little to greenhouse gas emissions, could vanish from the map.

The role of PR companies is to help create a "new normal" together

Iguchi: Hearing you talk like this, it's clear that there are many difficult issues to tackle. In this series, we are trying to consider the various roles and possibilities of PR. What are the challenges for PR in achieving the SDGs?

Nemoto: At COP27, there were many things said that must have been painful for the PR industry to hear. That is the scathing criticism of greenwashing (superficial environmental efforts). Rather than continuing to affirm the use of fossil fuels as before, we need to look at the essence of the problem and work together to create a "new normal."

I believe it is the role of PR companies to make sure that everyone stays on track and is aware of what society as a whole needs to do, without losing sight of the major global trend of decarbonization, and to guide everyone toward this new normal and direction.

Iguchi: The term "new normal" has been used in various contexts since the COVID-19 pandemic, and it seems to be finally starting to permeate various areas. I think the same applies to "energy diversity" that does not rely on fossil fuels.

PR firms, which have often operated behind the scenes, must now step forward as businesses themselves. They need to clearly demonstrate their stance to society, showing that they are actively creating a "new normal" for each social issue.

Nemoto: Exactly. Reputational risk exists in every industry, and the PR sector is no longer an exception. Some companies publicly declare "We aim for decarbonization" or "We are working on SDGs," yet their business practices do the exact opposite. For example, if a company presents a business plan lacking solid technology as if it were based on proven technology, and a PR firm is involved in that company's PR, then the PR firm itself faces reputational risk.

It's crucial for companies to "maintain a sense of urgency" and "feel tangible progress"

Iguchi: You're absolutely right. I feel it's becoming increasingly vital for companies to demonstrate not just their stance, but the actual substance of their activities. With many companies still struggling with how to approach SDGs, what do you think will be necessary going forward to ensure companies keep doing what they should, and to give a push to those that are stalling?

Nemoto: Without both a genuine sense of urgency that goes beyond superficial lip service and tangible results that provide a sense of progress, sustained commitment is unlikely. To attract top talent today, a company must have a clear purpose and demonstrate corporate actions aligned with that purpose. Companies lacking this will be seen through.

Young people genuinely worry about the planet, human rights, and diversity. When job hunting, they diligently study companies' sustainability and CSR reports. They then judge if a company aligns with their values, and I hear some even ask critical questions during interviews. Students deeply concerned about climate change especially scrutinize companies' actions and words. To meet their standards, companies need a profound sense of urgency to respond effectively. Furthermore, as consumers, their choices of products and services are likely now driven by SDG awareness.

At the same time, people won't stick with something just because they "have to"; they need a sense of purpose and tangible results. I feel that measuring our SDGs efforts in a way that translates into clear, quantifiable outcomes will be essential going forward.

What social changes will the growing understanding of SDGs among younger generations bring?

Iguchi: While young people's understanding of the SDGs deepens, I've been wondering how the subsequent "effects" will manifest going forward. In terms of choosing companies they want to work for, it seems their actions are already being influenced.

Nemoto: I believe there's a clear impact on company selection. Furthermore, in a little while, the elementary and junior high school students who have learned about the SDGs will become the core consumers. That moment will be when society undergoes significant change.

I used to work in media, and back then, most employees smoked during work hours. Now, smoking in public spaces is off-limits. I expect similar major shifts will continue happening. For example, circular business models that eliminate single-use plastics, or an apparel industry breaking free from mass production, mass consumption, and mass disposal. There are many signs showing society is changing right now.

Is Japan lagging behind on gender equality inefficient?

Iguchi: I definitely sense various shifts happening in Japanese society. Director Nemoto, what do you feel are the most significant changes?

Nemoto: Recently, the most prominent change in societal structures is probably "gender equality." For example, there are companies where the majority of customers are women, yet the management team is almost entirely male. This means decisions are being made by people who don't understand the needs of the buyers or aren't directly affected by the issues. Isn't that inefficient? Furthermore, incorporating diverse perspectives into management should also lead to new business opportunities.

Iguchi: Domestically, we often hear concerns that appointing women is just a token gesture. However, since this wasn't happening before, and considering that these appointments immediately make women's contributions visible, I believe this approach is an important first step.

Nemoto: Both "form" and "substance" are important. Regarding form, I'd like companies to consider whether there's a bias toward appointing women only to specific departments like "Sustainability" or "CSR." Many companies seem to limit this to certain divisions. Instead, placing women in managerial roles within business units is another crucial element.

How PR should engage in "building mechanisms to weave narratives"

Iguchi: It would be great if gender equality could accelerate through such proactive corporate initiatives. However, while there is an expectation for companies to "take the initiative in solving social issues," the anchoring perspective of "leaving no one behind" is also indispensable. In other words, I believe companies need both perspectives: "initiative" and "lifting everyone up."

Director Nemoto previously stated that advancing the SDGs requires individuals to weave their own narratives to make social issues personally relevant. I believe PR can contribute to building the mechanisms that enable this narrative weaving. What are your thoughts?

※Narrative
While a "story" has its plot and conclusion determined by the information sender, a narrative is a story where the information receiver becomes a character and weaves it themselves. A "narrative" is how people with different backgrounds and positions perceive individual events and respond to them from their own perspective. The idea of respecting that a single event can be perceived in a hundred different ways, encouraging people to make it their own, and increasing their level of involvement is considered highly compatible with PR.

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Fundamental: First, I believe both consumers and companies need a clear illustration of how grand ideals, major goals, and global challenges connect to them personally. Then, they should consider what actions they can take right where they stand. Furthermore, seeing tangible "effects" from those actions creates a sense of purpose for both consumers and companies.

For this, "visualization" is crucial. That is, making the cumulative actions of consumers and companies visible through some app, or showing that reaching a certain point leads to something positive. I feel this becomes one incentive for making social issues personal.

Iguchi: So, through PR, social issues become "visualized" and "personalized," allowing each individual's narrative to emerge. It would be great if we could provide opportunities to weave narratives that everyone can personalize, enabling each person to think about and engage with the SDGs in their own way. It's also crucial to understand society's response to these efforts and the effects they generate. PR, in particular, requires the role of the listener – "broadly listening."

Nemoto: Communicating, and then absorbing the response from the audience. Without both, it's not PR. On the occasion of the UN's 75th anniversary in 2020, we gathered opinions from the general public on a global scale. Looking at many international surveys, Japanese people have low self-affirmation. Very few people answer YES to the question of whether they can become a changemaker.

Individual power must coalesce into collective force; that surge becomes the power to change society. But without individual power, no surge can ever form. PR's strength lies in positively "showing," "calling out," and "presenting" this relationship. Such actions are crucial, yet perhaps insufficient?

Then there's how to confront the "violence of busyness." Even when it's for the greater good, people are so busy that if you present something complicated, they immediately turn away. Simple actions are best. It would be ideal to offer something easy, something anyone can try in a small pocket of free time.

"Simple triggers" and "doing it with others" are key.

Iguchi: Absolutely. We should start by providing simple triggers. Also, it's easier to stick with something when you're with others rather than alone. Diverse perspectives can overlap and lead to something better. Building community and co-creation are areas where PR can contribute.

For example, WIPO GREEN (an international framework for environmental issues operated by the UN's World Intellectual Property Organization) maintains a database connecting providers of environmental technologies with those seeking them, promoting its practical use. Furthermore, through such a foundation, it is hoped that individual technologies and patents will fuse, evolving into significant open innovation. I found it remarkable how this initiative seeks to weave new transformations by bringing together like-minded individuals with shared goals to tackle problems that can't be solved by a single technology.

I believe that innovation in society arises from such community building and the fusion of diverse values. If Director Nemoto has any current concepts or initiatives in mind, I would very much like to hear about them.

Nemoto: What I've particularly noticed recently is that while many people are interested in the SDGs, they lack the catalyst to translate that interest into action. When we approach them with, "How about doing something like this?", they readily respond, "Let's do it."

This was strikingly evident in our first climate change campaign in 2022, "The 1.5°C Pledge – Act Now to Stop Global Warming." We approached media partners in the SDG Media Compact, suggesting, "Why not focus specifically on climate change?" and nearly 150 media outlets have already joined.

The way it spread horizontally was also remarkable. We created an announcement video, and some media outlets offered, "Feel free to use our own footage." Others took the initiative to create audio commercials, which are also freely available for any media outlet to use. Running this campaign really reinforced my strong recognition that there are so many people out there who think, "Let's support each other."

Can PR help establish a "new normal"?

Iguchi: Finally, I'd like to ask again, can PR help establish the "new normal" and, by extension, the "new values" that Director Nemoto mentioned?

Nemoto: Yes. I've heard that when people hear the same thing repeatedly, they come to believe it. In that context, I would like PR to continue providing insights that create a "new normal." Of course, I believe it is absolutely essential that these messages not be greenwashing or SDG washing.

A typical example of negative conditioning is the family structure depicted in advertisements. I wish they would stop making "husband, stay-at-home wife, and two children" the standard. I have been saying this to the media for a long time, and I feel that things have been changing a lot recently. After all, if something is repeated over and over, it becomes ingrained in our minds.

If companies are promoting gender equality, I want them to pay attention to these small details as well. I believe that continuing to say the right things will be accepted by many people and create a "new norm."

Iguchi: So, by repeating the message, people become aware of the contradictions they've been forced to accept, gain new perspectives, and these perspectives then solidify into new values.

Nemoto: I also believe PR firms have a vision for the society they want to see. They can actively propose a picture or image of that desired society and suggest ways to get closer to it, even if only a little. That's another way to propose new value. I think this is something that cannot be sustained without the PR industry.

Iguchi: Thank you. I will keep your words today in mind and strive to improve daily.

Concluding the Interview with Director Nemoto

Achieving the SDGs is essential for solving future societal challenges. However, numerous barriers stand in the way of the SDGs' vision of "leaving no one behind."

We must continually correct long-held societal norms and biased assumptions. We must also listen to diverse voices and collaboratively create a "new normal" for society. This requires mechanisms to visualize the sense of purpose and tangible results needed for sustained effort.

While technological innovation tends to grab attention, the real leap lies in achieving a "shift in values." This connects directly to social innovation, which is also the core philosophy of PR Consulting Dentsu Inc.

Achieving these goals, whether by government or business, ultimately hinges on public relations. Now is the time to reexamine the essence of PR and envision its future. This series will continue exploring its core by examining its interplay with closely related elements like media, journalism, and marketing. (Interviewer: Osamu Iguchi, Text: Ikuyo Nakagawa)

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What is "PR" in this series?

While the "definition" of PR varies by era and region, we present the one established by an international PR industry organization.

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Public Relations (PR) is the practice of managing relationships and interests between an organization and its publics through trustworthy, ethical communication methods.
(International Public Relations Association, October 2019)

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※For details, please see the following page on PR Consulting Dentsu Inc.'s website.
https://www.dentsuprc.co.jp/pr/beginners/

PR is fundamentally a broad, overarching communication concept encompassing initiatives such as advertising, publicity, and events. While it is often contrasted with advertising, it is publicity—not PR—that is typically positioned as the counterpart to advertising. We exist by building, maintaining, and developing relationships with others through PR, whether as individuals, companies, or nations.

However, in Japan, PR has been misunderstood as merely an "ancillary service to advertising and promotion." PR practitioners have often been narrowly defined as media relations specialists, and due to the similarity in sound to "appeal," the misuse of terms like "self-PR" has become widespread. This series will return to the essence of PR, highlighting its potential in today's society and the future.
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