News and Insights
Why Pragmatism Must Be at the Core of COP30: A PR Guide
November 6, 2025
As COP30 draws near, it’s becoming increasingly clear that the climate crisis requires more than just grand pledges and high-level rhetoric. The world is at a pivotal moment where action is needed urgently, and rather than creating new pledges, leaders are focusing on ensuring existing commitments are met.
In this blog, you will learn:
- Why, despite the undeniable need for climate action, few new pledges are likely to emerge at COP30
- How the absence of fresh commitments at COP30 will present a PR challenge
- How PR professionals should communicate during COP30.
Why COP30 matters
The world is on track to exceed the critical 1.5°C global warming threshold of the Paris Agreement. We’ve seen the devastating impacts of climate change globally: wildfires in Europe, heatwaves in Asia and severe flooding in Africa and the Americas. These are not isolated events but clear signals that the window for preventing irreversible damage is closing.
Here in the UK for example, we have just been told that we are to prepare for a 2°C global temperature rise by 2050, as climate advisers warn the country is unprepared for current weather extremes. That means urgent action is needed to make infrastructure, homes and public services more resilient to the anticipated increases in heatwaves, droughts, flooding and storms.
While the need for action is undeniable, the reality at COP30 is that few new pledges are likely to emerge. This is not because countries or corporations aren’t aware of the urgency, but because previous pledges have failed to convert into substantial action. Governments and businesses are wary of making ambitious promises without a clear roadmap for achieving them. Many also face internal pressures, such as economic instability and political division.
The COP30 communications challenge
This absence of fresh commitments presents a challenge for public relations professionals. Although disappointing to some, the narrative surrounding COP30 is not a reason to shy away from engagement. Instead, PR professionals should focus on building credibility, highlighting the tangible steps already taken, even if incremental, and frame them as part of a larger, evolving strategy toward meaningful climate action.
With no new pledges on the table and the global climate crisis still looming, pragmatism has emerged as the dominant theme for COP30. Leaders are increasingly focused on creating actionable, realistic solutions rather than making symbolic promises. In a world of political and economic uncertainty, compromise and cooperation are essential. It’s no longer enough to say, “we will do better”—it’s about asking, “how can we do better, right now?”
PR professionals must shift focus from idealistic goals to real-world solutions. Encourage clients to emphasise concrete steps they are taking toward sustainability, such as carbon reduction strategies, green investments and transparent sustainability reporting.
The key message here, is that action speaks louder than words. This approach aligns with the pragmatic mindset that COP30 will require, where the focus is on effective, scalable solutions rather than lofty, often unattainable targets.
COP30: a communications guide
When advising clients on how to communicate during COP30, there are a few key tools and techniques to consider:
- Data-driven storytelling: presenting hard data in accessible formats is one of the most effective ways to communicate progress and commitment. Whether it’s through infographics, videos or interactive websites, showcasing the measurable impact of sustainability initiatives can help make complex issues more relatable.
- Emphasising partnerships: climate change is a global issue that requires collaboration. PR professionals should position their clients as partners in the fight against climate change, highlighting collaborations with governments, NGOs or other corporations working towards shared goals.
- Transparency and accountability: there’s an increasing expectation for brands and governments to be transparent about their climate actions. Advocating for transparent reporting on sustainability goals and progress can help foster trust, especially when pledges are sparse.
- Tone of optimism with realism: the tone should balance hope with honesty. While it’s important to stress the urgency of the climate crisis, it’s also essential to acknowledge the challenges and setbacks that have occurred. Celebrate small wins, acknowledge setbacks and be open about the road ahead.
COP30 is shaping up to be a moment where pragmatic, actionable solutions take centre stage. By focusing on tangible progress, the power of collaboration and transparent, data-driven communications, PR experts can guide their clients in navigating this complex, ever-evolving issue. The world may not have a new set of pledges, but the need for action is clearer than ever.
More information on communicating sustainability
FINN Partners’ white paper Communicating sustainability explores what is meant by sustainability and how it impacts brand reputation, stakeholder loyalty and business success. Download it for ten top tips on communicating sustainability and learn about FINN Partners’ work on sustainability and ESG.
POSTED BY: Terri Bloore
