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Herd MSL has welcomed Amy Dyson as Senior Account Director. She was previously Account Director at The Mint Partners, following ten years at Edelman in London. 

PRCA APAC has launched a new Sustainability Glossary to help communications professionals understand and use sustainability terminology more accurately, including where misuse can create confusion or greenwashing risk.

Developed by the PRCA APAC Sustainability Group, the glossary provides definitions and context for 38 commonly used sustainability terms, including ‘greenwashing’, ‘greenhushing’, ‘net zero’, ‘climate neutral’, ‘transition-washing’ and ‘purpose-led’.

The glossary aims to help communicators understand what the terminology means, as well as the nuances and implications of using it.

It also guides communicators on how these terms should and should not be used, helps them identify common misuse and outlines what evidence may be needed to support sustainability claims.

Pranav Rastogi, Chair of the PRCA APAC Sustainability Group, said: “Communicators are operating in an environment where sustainability language is evolving quickly, and claims are rightly receiving greater scrutiny. We need to understand not only what the terminology means, but the context, nuance and implications of using it.

“This glossary is intended to be a practical resource that helps practitioners ask better questions, interrogate the claims they are being asked to communicate, and communicate sustainability issues more clearly and accurately. Good communications cannot substitute for credible business practices, but they can help ensure those practices are represented responsibly.”

The glossary is intended as a practical communications guide rather than a compliance checklist, recognising that regulations and requirements for substantiating sustainability claims vary across Asia Pacific markets.

Action Global Communications has formed a strategic partnership with Dawson Walker, a UK-based specialist employer brand consultancy, to expand its services to network clients across Central and Eastern Europe, the Middle East, Central Asia, and the Commonwealth of Independent States (CIS).

Through the new partnership, Action and Dawson Walker will help organisations shape employee experiences that support reputation, engagement, and business performance, from defining an Employee Value Proposition (EVP) and brand strategy to employee engagement, internal communications, and activation.

“We're seeing a significant shift in how businesses think about employer brand. It's no longer viewed just as a recruitment activity. Increasingly, leaders recognise its role in shaping culture, supporting transformation, strengthening engagement and building trust,” said Kathy Christodoulou (pictured), Director, Action Global Communications.

“By partnering with Dawson Walker, we are strengthening the specialist employer brand expertise available to our clients while building on the deep local market knowledge, cultural understanding, and stakeholder insight Action is known for. Together, these complementary strengths enable us to create employer brands that truly resonate and deliver meaningful results.”

Adam Winterton, Client Services Director at Dawson Walker, said, “A strong employer brand is built on truth and trust. It's about helping employers clearly articulate what makes them distinctive and ensuring that the workplace experience aligns with the promises being made.”

“What makes this partnership particularly exciting is the combination of complementary strengths. Action brings exceptional local communications expertise and deep market knowledge, while we bring specialist employer brand and EVP expertise. Together, we are able to offer clients a powerful blend of strategic insight, specialist expertise and market execution.”