In February, Chapter 4 PR Serbia and international experts signed the Rome Declaration on Green Communication Responsibility at PR Roman Forum 2026, a leading event on sustainable and ethical communication. The Declaration sets guidelines for communication on sustainability, corporate social responsibility, and ESG, and was adopted by leading international organizations attending the Forum.
Chapter 4 PR Serbia became the first agency from Serbia to join this initiative. The signing took place on the second day of the Forum, organized by the World Innovation & Change Management Institute (WICMI).
The Declaration encourages organizations and communication leaders to actively contribute to a sustainable future, highlighting the role of communication in fostering awareness, transparency, and responsible change. It also emphasizes knowledge, strategy, accurate data, and respect for diversity and local contexts while combating misinformation and greenwashing.
Tamara Bekčić, Director and co-founder of Chapter 4 PR Serbia, commented: “Signing the Rome Declaration is more than a signature. It is a clear stance on ethical, responsible, and sustainable communication. It shows how topics are chosen, narratives are shaped, and accountability is taken for long-term impact. We are proud to be part of an international community driving positive change.”
The Declaration was initiated by Daniel Koletić, Secretary-General of WICMI, and initially signed by ten communication experts, including leaders from global professional associations such as IPRA, EACD, PRCA, FERPI, and others.