This November, Azerbaijan will host one of the most consequential climate summits of the year — the 29th Conference of the Parties (COP29) to the United Nations Framework Convention on Climate Change (UNFCCC). In an era where the climate crisis is escalating, this summit serves as a crucial platform for countries worldwide to reevaluate their climate goals, reaffirm commitments, and create collaborative solutions for sustainable development.

Azerbaijan, positioned geographically and geopolitically between Europe and Asia and rich in energy resources, is poised to leverage this unique intersection to showcase its growing climate leadership on the global stage.

Can Azerbaijan balance its oil legacy with a green future?

Historically known as an oil and gas giant, Azerbaijan stands at a pivotal moment, seeking to navigate the delicate balance between its fossil fuel legacy and an emerging green energy future. Fossil fuels have long been the cornerstone of Azerbaijan’s economy, yet the country is actively exploring renewable energy options to diversify and reduce its carbon footprint.

With substantial potential in both wind and solar power, Azerbaijan can lead the charge for other oil-rich nations, demonstrating that economic prosperity and environmental sustainability can coexist. By hosting COP29, Azerbaijan aims to present its vision for a balanced future, where development is achieved alongside environmental considerations.

Azerbaijan's crucial role in securing Europe's energy needs also makes it an essential player in the global energy transition. Through projects like the Southern Gas Corridor, Azerbaijan has established itself as a reliable energy supplier to Europe, effectively reducing dependency on a single source of energy. As Europe rapidly moves toward lowering carbon emissions and increasing reliance on renewable energy, Azerbaijan’s strategic role as both a traditional energy provider and a potential leader in renewables places it at the heart of discussions on balancing energy security with sustainability.

In recent years, the Azerbaijani government has laid significant groundwork for this transition. Its Nationally Determined Contributions (NDCs), aligned with the Paris Agreement, emphasize reducing greenhouse gas emissions, improving energy efficiency, and fostering investment in renewables. COP29 presents Azerbaijan with an unprecedented opportunity to showcase its climate efforts to the world, inviting discourse on how energy exporters can lead the global shift toward green energy.

The vital role of public relations in driving the climate agenda

Public relations is indispensable in shaping the global conversation around climate change, and COP29 exemplifies how strategic communication can lead to real action. Climate change is a complex, often politicized issue, making the role of PR in ensuring clear, transparent, and impactful communication critical. PR professionals are responsible not only for raising awareness but also for galvanizing public support and influencing policymakers to enact meaningful climate policies.

COP29 presents a crucial opportunity for PR professionals to engage governments, businesses, non-governmental organizations (NGOs), and civil society groups, ensuring that key messages on climate action reach all sectors of society. Whether through traditional media channels or social media platforms, strategic communication will bridge the gap between scientific research and public understanding, fostering a sense of urgency and encouraging immediate action on climate issues.

Key issues expected at COP29

Several pressing topics are likely to take center stage at COP29:

1. Achieving Carbon Neutrality: Nations will assess their progress in meeting net-zero emission targets. For Azerbaijan, balancing its oil-dependent economy with its green energy ambitions is central to future development.
2. Climate Finance: Developing countries will press wealthier nations to fulfill their $100 billion annual climate finance pledge to support adaptation and mitigation efforts in vulnerable regions. Finding equitable solutions to satisfy all parties will be critical.
3. Renewable Energy Development: As the global transition from fossil fuels accelerates, Azerbaijan’s burgeoning renewable energy sector will likely be spotlighted, showcasing its potential for solar and wind power.
4. Building Climate Resilience: With climate change impacts intensifying, discussions will focus on strategies to help vulnerable regions adapt to rising sea levels and natural disasters.

PR’s Role in Facilitating Global Collaboration

The climate crisis transcends borders, necessitating international cooperation to find long-term solutions. PR efforts at COP29 will emphasize the importance of international partnerships and collective action. One of the most significant roles for PR professionals during the summit will be ensuring that stakeholders — from governments to the general public — engage in meaningful dialogue and take decisive actions.

Working closely with the media will be essential for PR teams at COP29, ensuring accurate and impactful coverage of the event's key outcomes. PR professionals can frame the climate crisis as a matter of climate justice, ensuring that marginalized and vulnerable communities are included in the conversation and that their needs are addressed.

Ethics and transparency in climate communication

In climate communication, ethical standards are paramount. With rising skepticism and misinformation about climate change, PR professionals must provide clear, factual, and transparent information. Instances of misinformation, including "greenwashing" or exaggeration of commitments, can erode public trust and undermine efforts to combat climate change.

Ensuring truthful and accountable communication will be a cornerstone of PR strategies at COP29. By collaborating with scientists, policymakers, and environmental activists, PR professionals can help ensure that the messaging from COP29 is grounded in facts and geared toward driving real-world outcomes.

Conclusion: a call to action for PR professionals

COP29 represents a pivotal moment for public relations professionals to shape the global climate narrative. With the power to influence public perception and policy decisions, PR practitioners must leverage this platform to promote transparency, foster international collaboration, and encourage immediate action against the climate crisis. As the world gathers in Baku, PR professionals must ensure that the outcomes of COP29 are not only heard but acted upon. Climate change is a global challenge requiring a unified response, and public relations can be a powerful tool in mobilizing that collective effort.

In this context, PR professionals will play a critical role in managing communication and shaping the future of the global climate agenda. Through strategic messaging, transparent communication, and ethical practices, PR practitioners will drive the world toward meaningful climate progress — a mission that has never been more urgent or necessary.

• IPRA created its Climate Change Chapter in 2021 and has published a set of Climate Change Communications Guidelines, available in 20 different languages.