Ecological-climate media image in shaping the sustainable development policy of the fuel and energy complex company

INTRODUCTION. In the implementation of the energy company’s sustainable development programs, the formation of its environmental and climatic media image is important. An effective method for identifying the company’s current environmental media image and its subsequent correction in the context of low-carbon economic development and strengthening the environmental agenda has become regular media analysis – quantitative and qualitative content analysis of media texts in open information sources through thematic queries of the global environmental and climate agenda. The purpose of the study is to identify the relationship between the ecological and climatic media image of a fuel and energy complex company and its sustainable development and to provide recommendations on effective environmental positioning of a company in this area in the media space.
MATERIALS AND METHODS. Fragments of a media analysis (research project “Development of scenarios for the sustainable development of Gazprom PJSC until 2050, taking into account the low-carbon trend of the global economy”) are presented as a method for identifying the current climate image of an energy company.
RESULTS AND DISCUSSION. A number of measures have been identified to improve the effectiveness of communication support for the implementation of the energy company’s sustainable development program in the ecology and climate stabilization field. It is necessary to focus on the expectations of all stakeholders and the methodology of ESG ratings, increase the number of special events for the media and focus on the environmental and climate positioning on expert and analytical content with a sufficient percentage of direct speech by the company’s speakers, demonstration of the process and presentation of specific results of the implementation of environmental and climate strategies of the company.
CONCLUSION. Regular and consistent generation of information guides to environmental, climatic and adaptation measures before demonstrating their results and effectiveness can be one of the ways to publicly recognize a company’s commitment to a sustainable development strategy and will contribute to the sustainable image formation of an environmentally and climatically responsible company. The environmental and climatic media image of a fuel and energy sector company functions as a mechanism for balancing the interests of stakeholders, implementing ESG principles and maintaining legitimacy.