Introduction to the Volume

This book is the result of the fruitful discussions and intellectual exchange had among scholars, PhD students, and professionals in public relations and strategic communication during the Congress of the European Public Relations Education and Research Association (EUPRERA) organized by the Charles University of Prague from September 20 to 23, 2023. EUPRERA is an association with nearly 550 members from 50 countries interested in advancing academic research and knowledge in strategic communication. The EUPRERA Congress in Prague had the title Responsible Communication or Communicating Responsibility?

The concept of sustainability has evolved from a peripheral concern to a central tenet of organizational strategy and global policy over the past few decades (Elkington & Rowlands, 1998; Sachs, 2015). As businesses, governments, and institutions increasingly adopt sustainable practices, the importance of effectively communicating these efforts has grown exponentially. This book explores how companies engage in sustainability communication, examining its significance, challenges, and potential for driving positive change.