Responsible Communication as the new 18th Sustainable Development Goal (SDG)

The world must respond to the harm caused by the spread of online hate and lies while robustly upholding human rights,” said the United Nations Secretary-General António Guterres on 24th June 2024.

“The United Nations Global Principles for Information Integrity aim to empower people to demand their rights. At a time when billions of people are exposed to false narratives, distortions and lies, these principles lay out a clear path forward, firmly rooted in human rights, including the rights to freedom of expression and opinion.”

The principles provide a framework for coordinated international action to make information spaces safer and more humane, something the UN sees as one of the most urgent tasks of our time.

Misinformation, disinformation, hate speech and other risks to the information ecosystem are fueling conflict, threatening democracy and human rights, and undermining public health and climate action.

The proliferation of disinformation and misinformation is now being supercharged by the rapid rise of readily available Artificial Intelligence (AI) technologies, increasing the threat to groups often targeted in information spaces, including children.

In a recent global United Nations staff survey, 80% of respondents said harmful information endangers them and the communities they serve.

The UN chief Secretary-General issued an urgent appeal to government, tech companies, advertisers and the public relations industry to step up and take responsibility for the spread and monetization of content that results in harm.

The global PR and communications profession reconfirm that we are not only ready, but willing and able to turn these words into action by stepping up to the challenge set by Secretary-General Guterres.

Global Alliance for Public Relations and Communication Management (a not-for-profit, voluntary, non-governmental organization) representing over 360,000 practitioners, academics and students across 126 countries worldwide, together with over 100 endorsements from organizations around the world, renew their call on the United Nations to recognize the importance of responsible communication by establishing it as the 18th Sustainable Development Goal (SDG).

Background

Communication is the cornerstone of human interaction and societal development. It builds communities, facilitates the exchange of ideas, and supports democratic governance. However, the rise of fake news and misinformation threatens these foundational elements, eroding trust in institutions, companies, and individuals.

This call to action aims to:

1. Highlight the critical importance of responsible communication in achieving sustainable development.
2. Advocate for the inclusion of a new SDG focused on responsible communication.
3. Provide a strategic framework for implementing this new SDG, including key targets, indicators, and stakeholders.

Why the Omission of Communication as a Sustainable Development Goal (SDG)?

In September 2015, after intense negotiations, 193 United Nations (UN) Member States agreed to adopt 17 SDGs and its 169 targets as part of the document: “Transforming Our World: The 2030 Agenda for Sustainable Development.”  The document serves as a guide for all countries to solve the world’s most pressing problems by 2030 – ending poverty and hunger, addressing climate change, protecting the planet, living healthy fulfilling lives, creating just and inclusive communities, achieving gender equity, realizing quality education, among others. 

There was not an explicit role for communication as a dedicated goal with clear targets in the SDGs. Such an oversight was exposed during the COVID-19 global pandemic. The global community mainly survived on the communication infrastructure available; proving that communication is essential to human survival. While the digital era drives and disrupts societal transformation at a massive scale and rapid pace unmatched in history yet the SDGs remain silent on the subject.

For this reason, in September 2023 Global Alliance for Public Relations and Communication Management, supported by over 100 communication organizations around the world, including many scholars, practitioners and students made a direct appeal to António Guterres, Secretary-General United Nations for a separate Sustainable Development Goal on communication.

Meanwhile, Jan Servaes (former UNESCO Chair in Communication for Sustainable Social Change) and Muhammad Jameel Yusha’u (Harvard Kennedy School) edited and published two volumes of the book: SDG 18 Communication for All, which detailed arguments for a SDG dedicated to trustworthy communication given that communication should be seen as a fundamental human right. In a May 2019 editorial, the World Association of Christian Communication (WACC) stated that the SDGs neglected to include the important role played by communications in expanding and strengthening “public civic spaces through equitable and affordable access to communication technologies and platforms, media platforms, and media diversity.”

The Importance of Responsible Communication

The Global Alliance for Public Relations and Communication Management reiterates the urgent requirement for a separate SDG on communication, but specifically on responsible communication.

Responsible communication means:

1. Open dialogue about global challenges, such as climate change, poverty reduction and democracy.
2. Consider dialogue as the most powerful weapon.
3. Freedom of opinion and press.
4. Ethical approach to organizational and institutional communications, based on facts.
5. Fight against fake news, misinformation and any kind of propaganda.
6. Educate individuals to use their ‘communication powers’, especially through social media responsibly.
7. Public and private support for rigorous and accountable journalism.
8. Support diversity, inclusion and gender equality.
9. Empathy to those who suffer from hunger, poverty, lack of opportunities, war, forced migrations and all discriminations.
10. Positive and inclusive language.

In other words, responsible communication builds trust and social cohesion. Trust is the bedrock of effective relationships and societal harmony. Responsible communication ensures that interactions are based on truth, fostering a climate of trust that is essential for the coexistence of diverse communities.

By promoting accurate information and ethical dialogue, responsible communication helps build and maintain this trust. Responsible communication combats misinformation and propaganda. The proliferation of fake news undermines democracy and societal stability. Responsible communication involves the dissemination of factual information, reducing the spread of misinformation and its harmful effects. It also includes efforts to educate individuals on recognizing and countering fake news, thereby enhancing media literacy.

Responsible communication supports democratic governance. Democracy thrives on informed citizen participation. Responsible communication ensures that citizens have access to accurate information, enabling them to make informed decisions and hold institutions accountable.

It promotes transparency and the ethical flow of information, which are crucial for democratic governance.  Responsible communication promotes global understanding and empathy. Effective communication fosters global understanding and empathy by highlighting diverse perspectives and shared human experiences.

It encourages positive and inclusive language, supporting efforts to address global challenges such as poverty, climate change, and inequality.

The Case for a New Sustainable Development Goal

There is a need to translate the huge agenda of the SDGs to the local level through marrying local and global narratives.  With cross-cutting mandates like “leave no one behind” and taking a “people-focused approach,” there is no other way but to get communications right.  There is a need for a more bottom up deliberative, multi-stakeholder participatory approach to development. In light of this, a new SDG would:

1. Address Communication Gaps in the Current SDGs: While communication is a key component of many existing SDGs (especially in SDG 16), there is no dedicated goal that comprehensively addresses its role in sustainable development. A new SDG on responsible communication would fill this gap, providing a focused framework for action and ensuring that communication is leveraged to support all SDGs.
2. Respond to Emerging Global Challenges: The digital age has introduced new challenges, including the rapid spread of misinformation and the erosion of trust in institutions. A dedicated SDG on responsible communication would address these challenges by promoting ethical journalism, digital literacy, and the responsible use of communication technologies.
3. Align with International Frameworks and Agreements: The proposed SDG aligns with international frameworks such as the Universal Declaration of Human Rights, which recognizes the right to freedom of opinion and expression, and the principles of ethical journalism promoted by UNESCO. It also supports global initiatives on internet governance and digital inclusion.

The goal of the new SDG would read: “Ensure responsible communication and promote trust, informed dialogue, and social cohesion to support sustainable development.”

The key targets would be as follows:

1. Promote Media, Public Relations and Information Literacy (MIL): Ensure that individuals and organisations possess the skills to critically evaluate information and engage responsibly in the digital environment.
2. Support Ethics and Professionalism: Promote standards for ethical media practices, and responsible content creation across all communication professions.
3. Combat Misinformation: Strengthen mechanisms to identify, counter, and mitigate the impacts of misinformation.
4. Enhance Trust in Institutions: Promote transparency and accountability in public and private institutions.
5. Foster Inclusive Communication: Ensure that communication platforms and content are inclusive and accessible to all, including marginalized and vulnerable communities.

The Way Forward

1. Multi-Stakeholder Collaboration: Successful implementation of the proposed SDG 18 requires collaboration among governments, international organizations, civil society, academia, the private sector, and media organizations. Establishing partnerships and coalitions will facilitate the sharing of resources, expertise, and best practices.
2. Policy and Regulatory Frameworks: Governments should develop and enforce policies and regulations that promote responsible communication, protect freedom of expression, and ensure digital inclusion. This includes laws to combat misinformation, protect data privacy, and support digital literacy programs.
3. Capacity Building and Education: Investing in capacity building and education is critical to achieving the targets of the proposed SDG. This includes training for journalists, communicators, educators, and community leaders, as well as integrating media, communications and information literacy into educational curricula at all levels.
4. Technological Innovation and Infrastructure: Promoting technological innovation and investing in communication infrastructure are essential to bridging the digital divide. This includes expanding broadband access, developing affordable communication devices, and supporting digital inclusion initiatives.
5. Monitoring and Evaluation: Establishing robust monitoring and evaluation mechanisms is vital to track progress towards the proposed SDG. This includes developing indicators, collecting data, and conducting regular assessments to ensure accountability and inform policy adjustments.

In an interconnected world, responsible communication is fundamental to sustainable development. By establishing a new SDG dedicated to responsible communication, we can address the challenges posed by misinformation, rebuild trust in institutions, and promote informed, inclusive, and resilient societies. We call on global leaders, policymakers, and stakeholders to recognize the critical importance of communication in achieving a sustainable future and to take collective action towards this goal.

The time is now…while we still can.

For and on behalf of Global Alliance for Public Relations and Communication Management.