With consumer trust at an all-time low due to widespread greenwashing, JOTO PR’s Anti-PR model offers a transformative approach for Corporate Social Responsibility (CSR) and Environmental, Social, and Governance (ESG) efforts. By prioritizing transparency, measurable outcomes, and proactive crisis management, Anti-PR fosters long-term credibility, rejecting superficial PR in favor of data-driven storytelling. “People want proof, not promises,” states Karla Jo Helms, Chief Evangelist and Anti-PR® Strategist.
TAMPA BAY, Fla., Oct. 30, 2024 /PRNewswire-PRWeb/ — Nearly one-quarter of global climate-related Environmental, Social, and Governance (ESG) initiatives last year were tainted by greenwashing—misleading efforts to exaggerate sustainability or social responsibility claims. (1) Increasingly, these campaigns involve ‘social washing’ among public companies, eroding consumer trust. “With greenwashing now a major factor in public distrust of corporate sustainability efforts, Anti-PR is no longer just an option; it’s a necessity,’ emphasizes Karla Jo Helms (KJ), Chief Evangelist and Anti-PR® Strategist for JOTO PR Disruptors™. “Through transparency and data-backed messaging, Anti-PR cuts through skepticism and helps brands rebuild trust.”
“With greenwashing fueling distrust, Anti-PR offers a needed shift in ESG by prioritizing transparency and data-backed outcomes. ‘People want proof, not promises,’ says Karla Jo Helms, Chief Evangelist at JOTO PR.”
70% Spike in Financial Sector Greenwashing Exposes Risks of Outdated PR Tactics
The rise of social media and the relentless 24-hour news cycle have made it easier than ever for the public to uncover corporate missteps—often intentional.
Recent findings show a sharp 35% increase in reported cases of greenwashing last year. In the financial services and banking sectors they surged by 70%, making this industry the second most implicated in greenwashing cases over the past two years, trailing only the oil and gas industry. (2)
Helms explains that failing to acknowledge and address these issues can cause long-term harm to a company’s credibility. “We live in a time where authenticity is paramount,” she notes. “Traditional PR strategies that gloss over mistakes or exaggerate successes have lost their impact. The public no longer trusts them; there’s just too much smoke and mirrors.”
Anti-PR Drives Data-Backed Shift as Consumer Trust Hits New Lows
Data shows that traditional PR’s over-polished messaging often fuels skepticism, with audiences sensing a lack of authenticity. Research from Kantar highlights this trust issue, revealing that 52% of global consumers view brand sustainability claims with skepticism, and 67% believe brand support for social issues is profit-driven. (3)
Anti-PR offers a fundamentally different approach, aligning with today’s demand for corporate transparency. “The PR industry has lost touch with reality. Anti-PR responds to this crisis of trust, providing an alternative to traditional PR’s overly curated narratives,” explains Helms.
Instead of vague promises or lofty goals, Anti-PR prioritizes hard data and measurable outcomes. This approach relies on data-driven storytelling to ensure claims are backed by evidence, minimizing the risk of greenwashing accusations or even malpractice. “People want proof, not promises,” says Helms. “Data is essential for turning skepticism into belief.”
Crisis Management: The Importance of Continuous Stakeholder Engagement
Anti-PR integrates crisis management into Corporate Social Responsibility (CSR) and ESG communication, emphasizing a proactive approach. Helms underscores this need for readiness: “If a company waits until there’s a crisis to communicate, it’s already too late. Anti-PR creates a consistent dialogue with media and stakeholders, so when challenges arise, companies are seen as transparent rather than evasive.”
Unlike traditional PR, often driven by short-term gains like media hits, Anti-PR builds long-term credibility. “Trust isn’t built overnight. This approach enables real-time responses and shows a company’s commitment to accountability over time,” says Helms.
Beyond the Surface: Anti-PR’s Data-Driven Approach Reshapes CSR Communication
For companies serious about CSR and ESG impact, Anti-PR rejects superficial messaging in favor of substance. Traditional PR often simplifies CSR messaging at the expense of depth, whereas Anti-PR communicates complex issues in an informative and digestible way, engaging a wide range of stakeholders without sacrificing nuance.
As demand for corporate accountability grows, JOTO PR’s Anti-PR approach is a vital tool for companies aiming to build trust, credibility, and long-term success through CSR and ESG initiatives. “When companies focus on integrity, transparency, and measurable outcomes, they build lasting trust,” concludes Helms. “It’s not about what you say—it’s about what you prove.”
About JOTO PR Disruptors™
Founded by PR veteran Karla Jo Helms, JOTO PR Disruptors™ emerged from extensive market research with CEOs of fast-growth companies. The agency combines crisis management skills with advanced media algorithms to develop Anti-PR® campaigns. Based in Tampa Bay, Florida, JOTO PR is globally recognized for its innovative Anti-PR services. More information is available at http://www.jotopr.com/.
About Karla Jo Helms
Karla Jo Helms is the Chief Evangelist and Anti-PR Strategist for JOTO PR Disruptors™.
She learned firsthand how unforgiving business can be when millions of dollars are on the line—and how the control of public opinion often determines whether one company is happily chosen or another is brutally rejected. Being an alumnus of crisis management, Karla Jo has worked with litigation attorneys, private investigators, and the media to help restore companies of goodwill back into the good graces of public opinion. Helms speaks globally on public relations, how the PR industry itself has lost its way, and how, in the right hands, corporations can harness the power of Anti-PR to drive markets and impact market perception.
References:
1. Fürer, Mathias. “RepRisk | RepRisk Data Shows Increase in Greenwashing with One in Three Greenwashing Public Companies Also Linked to Social Washing.” Reprisk.com, 2023, http://www.reprisk.com/research-insights/news-and-media-coverage/reprisk-data-shows-increase-in-greenwashing-with-one-in-three-greenwashing-public-companies-also-linked-to-social-washing.
2. Johnson, Lamar. “Greenwashing Growing in Frequency and Complexity: Report.” ESG Dive, 11 Oct. 2023, http://www.esgdive.com/news/greenwashing-rising-report-rep-risk-social-washing-sustainability/696289/.
3. Trinquetel, Karine. “The Impact of Greenwashing and Social Washing on Brands.” http://www.kantar.com, 9 Nov. 2023, http://www.kantar.com/inspiration/sustainability/the-impact-of-greenwashing-and-social-washing-on-brands.
Media Inquiries:
Karla Jo Helms
JOTO PR™
727-777-4629
jotopr.com
Media Contact
Karla Jo Helms, JOTO PR™, 727-777-4629, khelms@jotopr.com, jotopr.com
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