Call to action to public relations sector to 'develop a moral climate compass'. 

Ita writes about the UN's Race to Zero report and how it calls on professional service providers, such as PR firms, lawyers, and consultants, to measure and reduce their serviced emissions. These emissions result from client activities influenced by their advice. The report emphasises the significant role these providers can play in driving clients towards climate-positive actions, thereby aiding in achieving net-zero goals. It highlights the need for robust measurement and governance systems and suggests that adopting a climate-conscious approach can enhance brand value and create new business opportunities. The report also notes the challenges in measurement but underscores the potential for industry-wide impact.

"From here on, services firms, including PR companies, cannot take a greedy or merely passive role without risks," says Ita. "They will need to act with a moral climate compass. Having to measure and account for the true climate impact of their work for the “wrong” clients will be difficult, but it will certainly focus minds."

Click here to read the article and here to read the UN Report.