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Simple Ways to Talk About Sustainability in Press Interviews

Sustainability has moved from being a buzzword to becoming a core business priority across industries. For Indian companies, especially those in technology, manufacturing, energy, and consumer goods, communicating their sustainability story effectively can make or break brand reputation. When speaking with the media, founders, CXOs, and spokespersons often struggle with how to present sustainability without sounding vague or overly technical. This is where PR strategy and media training play a critical role.

In this blog, we will explore simple yet powerful ways to talk about sustainability in press interviews, why it matters for Indian businesses, and how PR agencies like AtomComm help B2B brands and startups communicate their green initiatives effectively.

Why Sustainability Messaging Matters in Press Interviews

The global shift toward climate-conscious policies and consumer behavior is evident. According to a report by Deloitte India on Sustainability, more than 60% of Indian businesses now see sustainability as a long-term value driver, not just a compliance requirement. Similarly, the PwC India ESG report highlights that Indian companies are under growing scrutiny from investors, regulators, and consumers regarding their Environmental, Social, and Governance (ESG) practices.

For businesses, every media interview is an opportunity to showcase commitment to sustainability—not as a side note, but as a central theme of corporate purpose. Done well, it builds trust, credibility, and industry leadership. Done poorly, it risks accusations of greenwashing.

Keep It Authentic and Data-Driven

Journalists prefer facts over fluff. Instead of simply saying, “Our company is sustainable,” it’s more effective to back claims with real numbers. For instance:

  • Share how much energy consumption has reduced through green initiatives.
  • Highlight carbon footprint reductions using percentages.
  • Talk about renewable energy adoption, recycled materials, or water conservation metrics.

For example, Infosys, a leading Indian IT services provider, was among the first to commit to becoming carbon neutral. Their Sustainability Report provides detailed breakdowns of emission reductions, renewable energy adoption, and future goals. Quoting such specifics in interviews demonstrates that your company takes sustainability seriously.

Connect Sustainability to Business Goals

Indian media audiences resonate with stories that connect sustainability with growth and innovation. Instead of framing it as an obligation, leaders should highlight how sustainability creates new business opportunities.

For instance, a B2B brand in the manufacturing sector can talk about how eco-friendly practices not only reduce costs but also open doors to global supply chains that require green compliance. A tech startup can highlight how sustainable data centers or responsible AI practices make them more attractive to investors.

The NITI Aayog India Climate Report stresses that sustainable practices are now directly linked to competitiveness in both domestic and international markets. Bringing this connection into interviews makes the narrative more engaging.

Avoid Jargon, Tell Human Stories

While sustainability is rooted in complex science and policy, press interviews should focus on relatable storytelling. Journalists and audiences respond better to simple, human-centered stories rather than technical jargon.

Instead of saying, “We reduced Scope 3 emissions by 25%,” frame it as, “Our green supply chain initiative has helped farmers reduce waste by 25% while increasing their income.”

Human stories make sustainability relatable. For example, Tata Power’s solar initiatives highlighted here show how renewable energy projects directly benefit communities, not just balance sheets. Using such storytelling ensures that sustainability doesn’t sound abstract—it becomes meaningful to everyday people.

Prepare for Tough Questions

In today’s media landscape, companies cannot avoid tough questions around sustainability. Journalists might ask:

  • “Are your claims verified by a third party?”
  • “How do you respond to accusations of greenwashing?”
  • “If sustainability is so important, why does your company still rely on non-renewable energy?”

A well-prepared spokesperson should be ready with clear, transparent answers. Transparency is key: acknowledge challenges and outline steps being taken to address them. This honesty often resonates more than trying to present a picture-perfect story.

The Harvard Business Review notes that companies that openly discuss sustainability challenges, instead of hiding them, are often seen as more credible and trustworthy.

Align Messaging with Indian Context

Global sustainability trends are important, but Indian media prefers locally relevant narratives. When talking to the press, executives should connect sustainability to issues like air quality, energy security, agriculture, and water scarcity—topics that resonate with Indian stakeholders.

For example, a clean-tech startup in Bengaluru might discuss how its innovation addresses India’s urban air pollution crisis, while a B2B logistics brand could highlight how electric mobility reduces dependence on imported fuel.

This alignment with the Indian context makes the sustainability story more powerful and authentic.

The Role of PR Agencies in Sustainability Communication

Talking about sustainability in press interviews is not just about good intentions—it requires strategic PR execution. A PR agency like AtomComm helps businesses craft clear, credible, and compelling narratives. PR teams provide:

  • Media training for executives to handle sustainability-focused interviews.
  • Message framing that balances technical details with storytelling.
  • Fact-checking and validation to avoid the risk of greenwashing.
  • Press coverage opportunities in leading publications that influence stakeholders.

For instance, when a B2B brand in renewable energy partners with a PR agency, the communication shifts from generic claims like “We care about the planet” to impactful narratives such as “Our new wind energy project is expected to power 50,000 homes in rural Maharashtra by 2026.”

AtomComm: Your Partner for PR in Sustainability

At AtomComm, we specialize in helping Indian companies—whether tech startups, B2B brands, or climate-focused enterprises—build trust and visibility through strategic PR. Our expertise lies in crafting sustainability-driven narratives that resonate with both Indian and global media.

From press interviews and feature stories to thought leadership content, AtomComm ensures your sustainability efforts are communicated with authenticity and impact. Explore our blog section to learn more about how we help businesses succeed in India’s evolving media landscape.

What to Watch for Before Choosing a Package

While many agencies promise instant subscribers, not all deliver authentic and sustainable growth. Here’s what to keep in mind:

  1. Avoid Fake Subscribers
     Some providers sell bot-driven subscribers that inflate numbers but harm credibility. A Google Transparency Report (Google Report) confirms that fake engagement violates YouTube’s guidelines and can lead to penalties.
  2. Focus on Organic Growth
     Look for packages emphasizing SEO, quality content, and real audience engagement rather than shortcuts.
  3. Check Case Studies
     A reliable PR and digital marketing agency in India should have proven results. For instance, AtomComm Blog showcases how startups scale using sustainable digital PR practices.
  4. Understand Deliverables Clearly

Clarify what the package includes: number of videos optimized, expected reach, and reporting frequency.

Cost of YouTube Growth Packages in India

The cost of YouTube channel growth packages in India varies depending on the scope:

  • Starter Packages: ₹10,000 – ₹25,000 per month (ideal for new creators).
  • Growth Packages: ₹30,000 – ₹60,000 per month (for mid-level influencers or startups).
  • Premium Packages: ₹75,000+ per month (designed for established brands and B2B companies).

A Statista Market Report projects that India’s digital advertising spend will cross $9 billion by 2025, and a significant share will be video-based promotions—making these packages a long-term investment.

Long-Term Benefits of YouTube Channel Growth Packages

  • Brand Awareness: Establish yourself as an authority in your niche.
  • Revenue Opportunities: Monetization, sponsorships, and collaborations.
  • Search Visibility: Videos appear on Google search results, boosting discoverability.
  • Trust Building: A consistent channel builds credibility with your target audience.

According to a Deloitte Digital India Report, brands that invest in long-term content strategies see up to 40% better ROI compared to those relying only on ads.

Why Work with a PR Agency for YouTube Growth?

A PR agency in India not only helps with digital marketing but also ensures alignment with your overall brand positioning. For example, B2B brands leveraging YouTube often use it for thought leadership, case studies, and explainer videos.

Agencies like AtomComm combine PR strategy, storytelling, and YouTube SEO to create meaningful growth rather than vanity metrics. This is especially valuable for Indian tech startups, where building trust is as important as gaining visibility.

Final Thoughts

YouTube is no longer just a creator’s playground—it is a competitive stage for startups, D2C brands, and B2B companies in India. Growth packages offer structured solutions, but the key lies in choosing authenticity and strategy over short-term hacks.

By combining professional PR support, video SEO, and consistent content strategies, Indian businesses can unlock YouTube’s potential for both visibility and trust. For brands serious about long-term growth, partnering with an experienced agency like AtomComm ensures not just views, but real business impact.