The Strategic Role of Public Relations in Shaping Corporate Sustainability Narratives

Abstract

This study aimed to explore how organisations integrate sustainability into their communication strategies, examine the challenges and opportunities faced by public relations (PR) departments in promoting sustainability initiatives, and assess the influence of PR-driven sustainability narratives on stakeholder engagement and corporate reputation. Underpinned by Stakeholder Theory and Systems Theory, the research employed a qualitative approach, collecting data through in-depth interviews with ten PR professionals in Ghana. The findings indicated that organisations effectively utilise data-driven storytelling and tailored messaging to enhance credibility, though they often face challenges related to stakeholder scepticism and resource limitations. The analysis revealed that transparency and targeted communication were crucial in building trust and engaging diverse stakeholder groups. The study recommended stronger collaboration between PR and sustainability teams, increased education for stakeholders on the benefits of sustainable practices, and adaptive messaging strategies tailored to different audience needs. These strategies are vital for improving the impact of PR efforts and aligning corporate objectives with broader sustainability goals, particularly in the Ghanaian context where stakeholder expectations are rapidly evolving.