22nd PRO PR Conference NEWS

World Innovation and Change Management Institute (WICMI) leads global PR leaders in preparing a Roman Declaration of Green Communication Responsibility for the industry

23. July 2024.

World Innovation and Change Management Institute (WICMI) leads global PR leaders in preparing a Roman Declaration of Green Communication Responsibility for the industry

On the initiative of the World Innovation and Change Management Institute (WICMI) the drafting of the Roman Declaration of Green Communication Responsibility of the public relations industry has begun.

The declaration will be formally presented and signed in Rome on 23 September 2025 at the PR ROMAN FORUM conference “Green Communications, Green Responsibility, ESG, Sustainable Heritage”.

The WICMI initiative to date has the support of Federazione Relazioni Pubbliche Italiana (FERPI), the International Public Relations Association (IPRA) and the International Communications Consultancy Organisation (ICCO).

The adoption of ESG (Environment, Social, Governance) standards worldwide presents both an opportunity and challenge for public relations practice. The guidelines and recommendations in the declaration while recognizing PR’s key role in communicating the challenge of climate change and the transition to a green economy will also emphasise its responsibility for green communication.

The declaration is being prepared by an Advisory Board chaired by Richard Linning, President of the World Innovation and Change Management Institute (WICMI), United Kingdom.

Its members are Ajit Pathak, National President of the Public Relations Society of India, India, Sergio Vazzoler, Coordinator of the “Responsible Communication” Commission at Federazione Relazioni Pubbliche Italiana (FERPI), Italy, Jacqueline Purcell, International Public Relations Association (IPRA) UK and Ireland Chapter Chair, United Kingdom, Daniel Silberhorn, Member of the Management Board of International Public Relations Association (IPRA), Germany, Aslihan Güven, Director of Marketing and Communications at Istanbul Sabiha Gokcen International Airport, Turkey, Mary Beth West, Public Relations Strategist, United States of America, Massimo Castellano, Institutional Relations Officer at Blue Planet Economy, Italy, Andras Sztaniszlav, Chief Executive Officer at International Communications Consultancy Organisation (ICCO), Hungary, Dana Oancea, President at Forum for International Communications, Romania and Sukhjit Grewal, Director of Professional Development and Membership at Chartered Institute for Public Relations (CIPR), United Kingdom.

“We share a duty of care for planet earth, but as PR practitioners we have a special responsibility for the communication which connects us in our collective actions to preserve the planet. By adopting the declaration we will confirm our acceptance of that responsibility.” the Advisory Board chair, Richard Linning, said at the conclusion of the Board’s first meeting.

Operational activities are carried out by the agency Apriori World. The conference PR ROMAN FORUM “Green Communications, Green Responsibility, ESG, Sustainable Heritage” is endorsed by Federazione Relazioni Pubbliche Italiana (FERPI), and the participation has already been confirmed by John Shield, Director of Communications at BBC, United Kingdom, Carlos Chaguaceda Alvarez, Head of Communications at Prado Museum, Spain, Dan Phelan, Director of Communications at National History Museum, United Kingdom, Kadri Afacan, Digital PR & Advertising Director at Turkish Radio and Television Corporation (TRT), Turkey, Edhem Fočo, Managing Director of Al Jazeera Network, and the Food and Agriculture of the United Nations (FAO) are expected to present the project “Agriculture Heritage”. The conference will have three thematic sections: “Green Communication, Green Responsibility”, “Sustainable Heritage” and “Media Responsibility in Green Communication”.

“All roads lead to Rome – Alain de Lille, is the motto of this conference.” as Danijel Koletić pointed out. “Our history is so rich, and the communication industry had its influence not only through communication messages, and protocols but also through specific activities. I am proud that we will have the opportunity in Rome to talk about green communication responsibility, but also about the possibilities of common perspectives within green communication responsibility.” said Danijel Koletić, president of the organizing committee.

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