Fatshimetrie recently highlighted the critical role of communication professionals in translating the United Nations Sustainable Development Goals into accessible and inspiring stories. With only six years to go to achieve the Sustainable Development Goals (SDGs), considered the global blueprint for achieving “a better and more sustainable future for all,” it is imperative to highlight this need for effective communication.
UN Secretary-General António Guterres highlighted the low level of progress towards the SDGs in the 2024 Sustainable Development Goals Report, noting that only 17% of the goals are on track. It is therefore imperative that people in villages like Mahalapye in Botswana, Manzini in eSwatini, Etunda in Namibia or Mohlonong in South Africa are informed about the UN development plan and its implications.
Communication professionals have a crucial role to play in bridging this gap, transforming the Sustainable Development Goals into relevant narratives that resonate with people and inspire them to collective action. Communication and public relations can become critical tools to track progress on the implementation of the SDGs. The Global Alliance for Public Relations and Communications has proposed the introduction of an 18th goal focused on “responsible communication”, aligned with the role that ethical and strategic communication plays in advancing societal goals.
A key enabler for effective communication is information. The 2024 SDG Report highlights that only 9% of national statistical offices are able to store and make accessible the essential data to tell data-driven stories, thus promoting transparency and accountability in reporting progress towards the SDGs.
To strengthen the proposal for an 18th SDG focused on responsible communication, it is imperative to professionalize the communication sector. Responsible communication cannot exist in a vacuum, it requires a professional knowledge base and continuous learning. Membership in a recognised professional body ensures practitioners receive ongoing training, equipping them with the tools to adapt to evolving issues.
A deeper look at SDG progress reveals persistent development inequalities between the Global North and the Global South. With the 2025 Group of 20 (G20) presidency handed over from Brazil to South Africa at the recent leaders’ summit in Rio de Janeiro, the hope is that the development gap will be further reduced. The theme of Solidarity, Equality and Sustainability, announced by President Cyril Ramaphosa, reflects South Africa’s commitment to promoting international collaboration for a more equitable future.
The Global Initiative for Climate Change Information Integrity, established following the G20 Summit, is in line with the Global Alliance’s promotion of “responsible communication”. This initiative is part of the support for Goal 13: Climate Action. In this context, UNESCO Director-General Audrey Azoulay said: “Through this initiative, we will support journalists and researchers investigating climate issues, sometimes at great personal risk, and combat climate misinformation that proliferates on social media.”
The role of public relations in sustainable development was also highlighted at the Global Alliance’s 2024 World Public Relations Forum held in Bali, Indonesia, under the theme “Purpose-Driven Influence for the Common Good”.
Oscar Tshifure, President of the Public Relations Institute of Southern Africa and Malesela Maubane, former President of PRISA, shared their thoughts on this hot topic.