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Sustainability Report PRAM Consulting

How to successfully manage Public Affairs, and can the success of corporate communication be measured?

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SUSTAINABILITY
REPORT
PRAM Consulting
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INTRODUCTION
CEO’s Foreword .......................................................................... 4
About the Company ...................................................................5
Importance and Purpose of the Report ............................ 6
Three-Year ESG Strategy ..........................................................7
BACKGROUND AND PREPARATION FOR
THE REPORT CREATION
What Preceded the Report ..................................................... 9
MAIN PRINCIPLES OF THE ESG APPROACH
Context and Topics’ Relevance Analysis .......................... 11
The main pillars of our company’s ESG strategy...........13
ENVIRONMENTAL
What Are Our Main Commitments and Goals
for the Next 3 Years? ................................................................. 15
What Are We Already Doing in the
Environmental Area? ............................................................... 16
SOCIAL
What Are Our Main Commitments and Goals
for the Next 3 Years? ................................................................ 23
Our Engagement in The Social Area ..................................24
GOVERNANCE
What Are Our Main Commitments and Goals
for the Next 3 Years?? ..............................................................28
What Have We Already Achieved in Governance? ......29
Conclusion ...................................................................................31
CONTENT
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INTRODUCTION
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CEO’S
FOREWORD
THE WAY YOUR ORGANIZATION
ADDRESSES SOCIAL ISSUES, THE
ENVIRONMENT, AND GLOBAL EVENTS
IS MORE IMPORTANT THAN EVER
BEFORE.

How your company is perceived by employees,
applicants, investors, suppliers, or customers
is inﬂuenced by these aspects. Don’t be
misled into thinking that concepts like CSR,
sustainability reporting, diversity, or awareness
campaigns will satisfy the stakeholders’ desire
to save the world. You can’t just choose one
and neglect the others. Everything must
be interconnected and originate from the
company’s purpose. This inﬂuences every
aspect of the company’s functioning and,
ultimately, all its stakeholders. They will decide
based on the purpose and its real impacts
whether they will dedicate their time, energy, or
money to the organization in the future … or not.
For these reasons, at PRAM Consulting,
we decided to create an ESG strategy and
subsequently a report, even though it’s not
a legal obligation for us. All parts of our ESG
strategy are embedded in the company’s
mission, basic strategy, and business plan.
According to a global survey by EY at the end
of 2020, investor interest in non-ﬁnancial
information increased by 30% over the past two
years. For 91% of investors, ESG parameters
play a crucial role in deciding whether to invest
in a project or company. A global shift in values
is evident among all stakeholder groups.
This means one thing: Companies that don’t
address sustainability or communicate it will
soon lose appeal to stakeholders who inﬂuence
their future success.
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Founding Year
2002
Turnover
CZK 30 million
Number of Employees
15
Main Business Areas
Communication & Marketing
Public Aairs
Analyses
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ABOUT
THE COMPANY
PRAM CONSULTING WAS FOUNDED
IN 2002 BY PATRIK SCHOBER
TO PROVIDE IMPETUS FOR
INTERNATIONAL ORGANIZATIONS
ENTERING THE CZECH MARKET.
The main business areas of PRAM Consulting
are PR services, which include:
Communication and marketing (public
relations, crisis communication,
marketing, employer branding, corporate
communication, media relations, social
media, and publishing),
Public Aairs (developing relationships with
public institutions, monitoring legislative
processes, and protecting client brands’
interests), and
Analyses (media and reputation analyses,
customer and employee perception
analyses, Net Promoter Score measurement,
and Non-Financial Reports).
PRAM Consulting operates primarily in
the Czech market, serving multinational
corporations such as Microsoft, Salesforce,
NHL, Wood & Company, Motorola, eBay,
HORNBACH, EUROWAG, Panasonic, Red Hat,
Preciosa, Canon, and many more.
PRAM Consulting has an annual turnover of
approximately CZK 30 million and currently
employs around 15 people.
The sole owner of PRAM Consulting is Patrik
Schober, and the Managing Directors are Patrik
and Lucie Schoberová.
The leadership of PRAM Consulting consists
of four members: Patrik Schober (Managing
Partner), Veronika Zahradníková (Business
Development Manager), Lucie Schoberová
(Chief Operating Ocer), and Marcela
Vylitová (Consulting Director).
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IMPORTANCE AND PURPOSE
OF THE REPORT
AT PRAM CONSULTING, WE BELIEVE
THAT FOCUSING ON ESG IS
ANECESSARY PREREQUISITE FOR
ACOMPANY’S FUTURE OPERATIONS
IN THE EUROPEAN MARKET.
In today’s world, facing complex challenges
related to the environment, social justice, and
ethical business governance, it is essential
for companies shaping the European market
environment to take responsibility and direct
their eorts toward positive change.
PRAM Consulting’s position as one of the
leaders in the Czech PR market gives us a
unique opportunity to positively shape public
opinion and favourably inﬂuence the lives of
stakeholders, both within our company and in
the local community, as well as in the broader
European society.
Our company has voluntarily decided to
implement an ESG strategy and create
this report. Although we are not bound by
speciﬁc legislative requirements mandating
non-ﬁnancial reporting, we feel the need to
transparently communicate our activities and
eorts in the ESG area to the public through
regular ESG reports.
This ESG report is the ﬁrst in the history of our
company and also the ﬁrst public ESG report
in the Czech PR market. We are honoured to
be pioneers in the PR industry, and we hope to
inspire other companies in the Czech market to
join our eorts in the ESG area.
With this inaugural ESG report, the ESG journey
in our company certainly doesn’t end. On the
contrary, thanks to the adoption of a three-year
ESG strategy, our company is facing a lot of
hard work, the progress of which we will regularly
share with you through future annual ESG
reports.
Since this is our company’s ﬁrst report, it is
not dedicated to a speciﬁc period or calendar
year (as future reports will be). Instead, the
main goal of this report is to introduce the
public to the main pillars of our company’s ESG
strategy and brieﬂy outline the goals in each
area of environmental, social and governance,
as well as activities our company has recently
undertaken in these areas.
This ESG report is the ﬁrst in
the history of our company
and also the ﬁrst public
ESG report in the Czech PR
market.
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THREE
-
YEAR ESG STRATEGY OF
THE COMPANY
THE CREATION OF THIS ESG
REPORT WAS PRECEDED
BY THE DEVELOPMENT OF
PRAM CONSULTING’S FIRST
COMPREHENSIVE THREE
-
YEAR
ESG STRATEGY.
As part of the ESG strategy, based on
stakeholder dialogue, data analysis related
to our business, and a review of our previous
activities in the E, S, and G areas, we have
outlined the main commitments and goals that
we plan to achieve over the next three years.
Thanks to this ESG strategy, we will establish
a systematic and long-term sustainable
approach to ESG, which we will gradually
implement in our internal processes and
business activities.
The creation of this report and its
communication to the public is one of the
ﬁrst steps in fulﬁlling the ESG strategy. It will
help with the transparent sharing of data and
information about our company’s activities
and will kick-start PRAM Consulting’s journey
towards a sustainable future.
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To provide context and an overview of
the report’s audience, we would ﬁrst
like to explain in the following section
what our main considerations were
when creating it, and what actually
preceded the development of the
ESG report.
BACKGROUND AND
PREPARATION FOR THE
REPORT CREATION
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DETAILED
CONSULTATIONS
With key
stakeholders
(representatives
of employees and
management).
DATA
COLLECTION
Gathering speciﬁc
data on the
company’s carbon
footprint in Scope
1 and 2 in the
Environmental area.
ANALYSIS OF
INTERNAL
PROCESSES
Reviewing the
company’s internal
processes and
working conditions
for employees.
ANALYSIS OF THE
MARKET AREA
Assessing the market
area in which the
company operates
and its impact on
other stakeholders.
WHAT PRECEDED
THE CREATION OF

THE REPORT
A THOROUGH ANALYSIS AND
EVALUATION OF A VAST AMOUNT
OF DATA AND INFORMATION ABOUT
THE COMPANY’S OPERATIONS, FROM
BOTH INTERNAL AND EXTERNAL
SOURCES, IS ALWAYS A NECESSARY
PRECONDITION FOR CREATING AN
ESG REPORT.
The most important
sources for creating
the ESG report:
ANALYSIS OF
INTERNAL
REGULATIONS
A detailed
review of the
company’s internal
regulations and
documentation.
REVIEW OF
PUBLIC DATA
A review of
publicly available
information about
the company.
REVIEW OF
AUDIT RESULTS
Examination of
the outputs from
certiﬁcations and
audits recently
conducted in the
company.
ANALYSIS OF
ESG ACTIVITIES
A comprehensive
analysis of the
company’s
activities in the E, S
and G areas.
This was also the case with PRAM Consulting’s
report, which was preceded by several months
of preparation, including stakeholder dialogues,
data analysis, preparation and approval of the
ESG strategy, and the evaluation of standards in
the PR industry in which our company operates.
ANALYSIS OF
PRO BONO
ACTIVITIES
Assessing the
charitable, pro bono,
and educational
activities through
which the company
impacts both
its immediate
surroundings and the
Central European PR
market.
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MAIN PRINCIPLES OF
THE ESG APPROACH
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CONTEXT AND TOPICS’
RELEVANCE ANALYSIS
THE MAIN ACTIVITY OF OUR COMPANY
IS THE FIELD OF PR SERVICES.
In its business activities, our company engages
in relationships with:
its clients, i.e., primarily larger international
companies operating in various diverse
ﬁelds of business;
publishers, media, and journalists, who are
one of the two main stakeholders for a public
relations agency;
the public, which it mainly inﬂuences
through the creation of media campaigns
and educational or charity events in which
the company participates;
public institutions at the level of legislative
processes;

its employees, who ensure the provision of
services to clients and the operation of the
company.

From the clients’ perspective, as one of
the main stakeholders, it is essential for our
company to adhere to the great image of the
company. Since our services are provided
to a relatively small number of large clients,
it is crucial to deliver work precisely and
professionally while maintaining the ability
to uphold integrity and internal rules with an
excellent customer service record.
In relation to the public, we bear a great
responsibility for shaping public opinion,
which is crucial in terms of media campaigns
the company is involved in for its clients and
which are followed by the public. Another
aspect of our company’s impact on the public
is its pro bono activities, where the company
participates positively in educational and
charitable activities in which our company is
involved.
For employees, our company is characterized
by its personal and united collective, which
works together to maintain eciency, reduce
turnover, create good working conditions,
promote positive professional growth, and
maintain overall employee satisfaction.
On the other hand, the relatively lesser
importance of our company’s relationships lies
with local communities and local governments,
where due to the nature of our business, there
are not signiﬁcant local impacts stemming
from environmental aspects of the company’s
operations. Our company does not operate any
industrial facilities nor produce any substantial
industrial waste or impacts that would
require more signiﬁcant interaction with local
stakeholders. Similarly, our company does not
engage in any industrial production of goods
nor in the signiﬁcant purchase of raw materials.
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ESG Context of PRAM Consulting – Whom Do We Inﬂuence the Most?
Providing PR
services
Clients
Surrounding
Community
and Local
Authorities
Environment
in the Place
of Business
Public
Inﬂuencing
opinions through
media, charity, and
education
Public
Institutions
Shaping the
legislative
process
Employees
Establishing fair
working conditions
No signiﬁcant
interactions
No signiﬁcant
environmental
impacts from
operations
Strong inﬂuence Weak inﬂuence
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ENVIRONMENTAL
SOCIAL
GOVERNANCE
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Establishing
a systematic
approach to
ESG
Implementing
ESG measures
and activities into
internal company
processes
Setting up ESG
governance and
control over its
implementation
Clear division
of powers and
responsibilities
in ESG among
employees
Establishing data
monitoring for
environmental
calculations
Ensuring the
company is ready
for detailed
carbon footprint
calculations
Greater
control over
the company’s
suppliers
Support and further
strengthening of the
company’s current positive
activities in the areas of
public relations (S) and
corporate governance (G)
Introducing a
whistleblowing
system and collecting
feedback from
stakeholders
Employee
involvement in
ESG activities,
creation, and
implementation of
the ESG strategy
Introducing regular
non-ﬁnancial ESG
reporting
Documenting certain
unwritten rules that
already exist in the
company
THE MAIN
PILLARS OF OUR
COMPANY’S
ESG STRATEGY
AS PART OF OUR ESG STRATEGY,
OUR COMPANY HAS FORMULATED
THE MAIN PILLARS THAT WILL FORM
THE BASIS FOR ANY FUTURE ESG
ACTIVITIES OF THE COMPANY.
ADHERING TO THESE BASIC
PRINCIPLES IS CRUCIAL FOR
ACHIEVING THE INDIVIDUAL GOALS
SET IN THE AREAS OF E, S, AND G,
AS WELL AS FOR IMPLEMENTING
THE ADOPTED MEASURES INTO THE
COMPANY’S INTERNAL PROCESSES.
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ENVIRONMENT
(
ENVIRONMENTAL
)
We view reducing the carbon footprint
and focusing on environmental
protection in general as a fundamental
goal for every responsible company
operating in the current European
market.
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EVEN THOUGH OUR COMPANY,
DUE TO THE NATURE OF ITS
ACTIVITIES, DOES NOT REQUIRE
LARGE INDUSTRIAL OPERATIONS
OR PRODUCE SIGNIFICANT
EMISSIONS, WE TAKE MONITORING
OUR ENVIRONMENTAL IMPACT
SERIOUSLY AND ARE WORKING
ON MEASURES THAT WILL
SIGNIFICANTLY REDUCE ANY
NEGATIVE EFFECTS OUR COMPANY
MIGHT HAVE ON THE ENVIRONMENT
IN THE FUTURE.
WE WILL IMPLEMENT MONITORING
OF DATA FOR FUTURE CARBON
FOOTPRINT CALCULATIONS
We are establishing a system for monitoring and working with the data
needed for future carbon footprint calculations in Scope 1 and 2.
WE WILL EVALUATE SUPPLIERS
FROM AN ESG PERSPECTIVE
We are developing criteria for selecting suppliers based on their
behaviour and activities in the ESG area.
WE WILL PARTICIPATE IN NATURE
OR LANDSCAPE CONSERVATION
EVENTS
We will participate in nature or landscape conservation events
WE WILL TRANSITION TO A
FULLY DIGITAL OPERATION
Wherever possible, we will minimize printing and the use of paper and
transition to fully digital operations.
WE ARE MOTIVATING EMPLOYEES
TO ADOPT ECO
-
FRIENDLY
PRACTICES
We are developing guidelines for employees on how to behave in an
environmentally responsible and sustainable way at work (with a focus on energy
consumption, water use, waste production, and eco-friendly commuting).
WE WILL NOT INCREASE AIR AND
CAR TRAVEL
We will maintain a detailed overview of the proportion of air and car travel in
the company’s total business trips. We will not increase this proportion and
will work toward its reduction over the long term.
WE ARE CREATING A PLAN FOR
THE LONG
-
TERM REDUCTION OF
OUR CARBON FOOTPRINT
We will identify areas where we can reduce the carbon footprint of our
company in Scope 1 and 2. We will create a plan to reduce this carbon
footprint by at least 5–10% over the next three years.
WE WILL CREATE INCENTIVES
FOR EMPLOYEES
We oer our employees eco-friendly beneﬁts (e.g., reimbursement for
public transportation passes), and we will continue to expand this oering.
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WHAT ARE OUR MAIN COMMITMENTS
AND GOALS FOR THE NEXT 3 YEARS?
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IN THE AREA OF ENVIRONMENTAL
PROTECTION, OUR COMPANY STILL
HAS A LONG WAY TO GO. FOR THE
COMING YEARS, WE HAVE SET A
NUMBER OF CHALLENGING GOALS
THAT WE AIM TO ACHIEVE TO
REDUCE ANY NEGATIVE IMPACTS
OUR COMPANY MIGHT HAVE ON THE
ENVIRONMENT.
WE HAVE ALREADY TAKEN THE FIRST
SPECIFIC STEPS TO DEVELOP OUR
ACTIVITIES IN THE ENVIRONMENTAL
FIELD, WHICH WE ARE HAPPY TO
PRESENT TO YOU IN THIS SECTION
OF THE REPORT.
We have calculated the carbon footprint of key
emission sources in Scope 1 and 2
As part of our ESG strategy and this
introductory ESG report, we have gathered
and analysed the most important data on the
carbon footprint of our company in Scope 1
and2.
The following data describe the results we have
obtained regarding our company’s operations,
and they will form the basis of our strategy for
the gradual reduction of the carbon footprint of
our business activities.
The data on carbon footprint were calculated
in accordance with the GHG Protocol
methodology, and the emissions factor
corresponding to the latest data in the Czech
Republic was used.
In subsequent sections, the term CO
2

equivalent is used. This refers to the total
quantity of various greenhouse gases,
expressed in their CO
2
equivalent.
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WHAT WE ALREADY DO IN THE
ENVIRONMENTAL AREA?
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The largest share comes from:
Heating system: 37%
Work-related car travels: 34%
Other categories include things like parasitic
power consumption from outlets and other
smaller or harder-to-measure data.
857
Air Conditioning
64
Oce Lighting
18
Taxis, Rental Cars
4763
Heating System
4350
Work-Related Car
Travels
368
Air Travels
129
Dishwasher
529
Other
65
Microwave
217
Coee Maker
479
Printers/Copiers
112
Shredders
104
Monitors
19
Mobile Phones
3
Desk Lamps
3
Television
2
Tablets
627
Computers/Laptops
171
Refrigerators
37%
Heating system
34%
Work-related car
travels
TOTAL GREENHOUSE GAS
EMISSIONS EQUIVALENT
:
12.98 tons CO
2
98
Electric Kettle
Annual
consumption
in kgCO
2

(for each listed
item):
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Total Carbon Footprint in Scope 1 + 2
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The largest share here is work-related car
travel, accounting for 92%
18
Taxis, Rental Cars
4350
Work-Related Car Travels
368
Work-Related
Air Travels
92%
Work-related
car travels
TOTAL GREENHOUSE GAS
EMISSIONS IN SCOPE 1
EQUIVALENT
:
4.32 tons CO
2
TAXI
Annual
consumption
inkgCO
2
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Total Carbon Footprint in Scope 1
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The largest source of emissions here is
the heating system, accounting for 58%:
857
Air Conditioning
64
Oce Lighting
4763
Heating System
129
Dishwasher
529
Other
65
Microwave
217
Coee Maker
479
Printers/Copiers
112
Shredders
104
Monitors
19
Mobile Phones
3
Desk Lamps
3
Television
2
Tablets
627
Computers/Laptops
171
Refrigerator
58%
Heating System
TOTAL GREENHOUSE GAS
EMISSIONS IN SCOPE 2
EQUIVALENT
:
8.24 tons CO
2
98
Electric Kettle
Annual
consumption
inkgCO
2
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Total Carbon Footprint in Scope 2
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Scope 2
(Indirect Emissions)
Scope 1
(Direct Emissions)
THE RATIO OF DIRECT AND INDIRECT EMISSIONS IS
:

34% to64%
34% 64%
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Ratio of Emissions Between Scope 1 and Scope 2
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We are implementing ongoing monitoring of
data for future carbon footprint calculations
Together with external consultants, we are
establishing a detailed monitoring system
for the emissions produced by our company
in Scope 1 and 2. This will help us maintain a
continuous overview of the company’s carbon
footprint and adopt eective measures for its
gradual reduction.
We oer employees ecological beneﬁts and
encourage eco-friendly behaviour
As part of our activities focused on
environmental protection, we do not forget
about our employees and support their eco-
friendly behaviour.
We already oer our employees ecological
beneﬁts (e.g., reimbursement for public
transportation passes), and we plan to expand
this oering in the future.
We also encourage our employees to adopt
eco-friendly commuting practices. Bicycle
enthusiasts can use bike storage and showers in
our oce building, and we support employees
working from home by oering regular home-
oce days, even for several days a week.
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INFLUENCE ON SOCIETY
(
SOCIAL
)
In the following section of the ESG
report, we would like to explain our
main goals in the social area and
highlight the most signiﬁcant activities
in which our company is currently
involved.
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MAIN COMMITMENTS AND GOALS OF
PRAM CONSULTING IN THE SOCIAL AREA
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OHS TRAINING
FOR EMPLOYEES
We ensure regular training
for employees in the area of
Occupational Health and Safety
(OHS) (including courses on ﬁrst
aid, ﬁre safety, and updates on
the legal regulations regarding
OHS).
REGULAR REVIEW
OF WORKPLACE
DOCUMENTATION
Thanks to cooperation with legal
and payroll experts, we ensure
the regular review and updating
of workplace documentation.
WHAT ARE OUR MAIN COMMITMENTS
AND GOALS FOR THE NEXT 3 YEARS?
EMPLOYEE RIGHTS
We are committed to
maintaining the current level
of employee protection, work
conditions, and beneﬁts.
CHARITABLE
ACTIVITIES
We focus on long-term charitable
activities. We are strategic partner
of goalball, ensure communication
strategy of Weather Kids project
for OSN or we organized pro bono
communication campaign for the
Sue Ryder senior home.
SUPPORT FOR THE
LOCAL ECONOMY
We aim to assess suppliers
based on their support for small,
local businesses.
EXPANDING ACTIVITIES
IN THE ESG SERVICES
MARKET
We continue to strengthen
our activities in ESG-related
PR services by delivering
consultancy services for our
clients within ESG and we create
and implement ESG strategies
and reports.
STABILITY AND
LOW EMPLOYEE
TURNOVER
We create strategies and
measures to ensure employee
satisfaction and reduce turnover.
GATHERING EMPLOYEE
FEEDBACK AND
SUGGESTIONS FOR
IMPROVEMENTS
We organize quarterly informal
meetings of management with
employers, where they can share
feedback and ideas for improving
the company’s operations.
SUPPORT FOR
EMPLOYEE
EDUCATION
We regularly organize annual
meetings with employees
where we individually deﬁne
educational needs of each one of
them, which we then support.
EDUCATIONAL
EVENTS
We organize and participate
at educational events for wide
public. Three times a year we
organize seminar PR Brunch and
oer set of workshops named
Leadership Lab. We participate at
seminars and courses by APRA,
A-CSR or “Day for school” initiative
and we regularly publish in media.
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OUR ENGAGEMENT
IN THE SOCIAL AREA
ONE OF THE MAIN PILLARS OF PRAM
CONSULTING’S ESG STRATEGY
IS THE EFFORT TO POSITIVELY
INFLUENCE THE PUBLIC THROUGH
ACTIVITIES AND ESTABLISHED
GOALS, SUPPORTING CHARITABLE
PURPOSES AND EXPANDING
EDUCATIONAL OPPORTUNITIES FOR
BOTH STUDENTS AND INDUSTRY
EXPERTS. THIS IS ACHIEVED
THROUGH PARTICIPATION IN
EDUCATIONAL EVENTS AS WELL
AS A NUMBER OF CHARITABLE
ACTIVITIES THAT OUR COMPANY
EITHER PARTICIPATES IN OR HELPS
TO ORGANIZE.
Given the nature of these projects, we provide
our services pro bono.
We would like to brieﬂy outline what our
company has recently achieved in this area.
We are a strategic partner of goalball
In 2005, we became a strategic partner
of goalball. Goalball is a team ball sport
designed primarily for the visually impaired
and weak-sighted athletes. Our professional
communication collaboration not only brought
sponsorship funds but also joy to more than
200 visually impaired children and adults.
We created a specialized website that
introduced the sport to the general public and
helped attract new sponsors. PRAM Consulting
leveraged its experience, professionalism,
and dedication in 2006, when it organized
the European Men’s Goalball Championship
in Prague for the association. Two years later,
thanks to the sport’s increased popularity,
the Czech national team qualiﬁed for the
Paralympic Games in Beijing.
We ensure the communication strategy of the
project supporting climate action, “Weather
Kids” for the UN
We have established cooperation with the
United Nations Development Programme
(UNDP), which helps more than 170 countries
achieve sustainable development and which
we help in the Czech market by communicating
the importance of this activity as part of the
“Weather Kids” project (Children’s Weather).
The project aims to bring hope and initiate
awareness of essential global climate issues for
future generations. One special day, weather
forecasts were replaced by a dierent kind of
forecast. Instead of the usual format, viewers
saw a children’s weather report, where children
presented the weather forecast and announced
climate predictions for the future.
We created a successful communication
campaign for the Sue Ryder senior home
We contributed to the pro bono
communication for the Sue Ryder senior home.
In the senior home, Sue Ryder helped elderly
people change their beds, oering them brand-
new, specialized beds that they could select
based on their individual needs. A total of 150
beds were purchased thanks to donations
from the public and branded donations. The
idea for the new bed park came from the
company, which was able to replace older beds
through the purchase of individual symbolic
“replacement parts.”
Thanks to the campaign, over 1 million crowns
were raised, allowing the organization to
gradually purchase 19 specialized beds. The
project also brought long-term partnerships to
Sue Ryder with companies such as Citﬁn. For
example, British Ambassador Jane Thompson
sold her Škoda car, and the money was donated
to Sue Ryder for the bed park. This generated
signiﬁcant media attention.
The campaign was awarded the best CSR
project in the Czech PR Awards 2018.
We organize PR Brunch seminars
Since 2016, we have been organizing PR Brunch
three times a year in cooperation with the
Mediář.cz website, a series of seminars where
the public, experts, and professionals in the
ﬁeld are introduced to the latest trends in
public relations not only through theoretical
presentations but mainly through case studies,
examples of good practice, and networking with
colleagues from the industry.
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By the seminars we also contribute to
the education and development of PR
professionals, the community, and the whole
ﬁeld. Throughout the entire time of organizing
seminars, we have welcomed nearly 900
participants from among PR professionals,
created over 22 publications mapping
individual communication trends, published
dozens of articles and posts on social media,
and inspired hundreds of communication
campaigns.
The activity was awarded several educational
and global business awards and continues to
thrive.
We organize Leadership Lab workshops
We organize workshops called Leadership Lab.
It is a series of educational seminars followed
by a practical part that brings solutions to the
respective company. The workshops focus on
leader behavior and connecting leadership with
communication.
We are active members of professional
associations
We are proud members of APRA (The
Association of Public Relations Agencies),
Worldcom PR Group, the Association for Social
Responsibility (A-CSR), ICCO (International
Communication Consultancy Organization),
and the Chamber of Commerce of the Czech
Republic.
In all the mentioned organizations, we are
active in delivering lectures at professional
conferences and seminars, not only as
participants but also as speakers. We
contribute to the media published by these
organizations, or we focus on educating the
youth.
At the same time, in APRA, Worldcom PR Group,
and ICCO, Patrik Schober has been a board
member or chairman.
We regularly participate in Days for Schools
activity, an educational event focused on
primary and secondary schools, aiming to
engage students in certain ﬁelds.
We create specialized publications
We regularly publish books focused on
education in the ﬁeld of PR (for example, the
book The Art of Leadership through Public
Relations), and for more than 8 years, we have
been publishing a regular e-book summarizing
individual topics from the PR Brunch seminars.
These e-books are oered through our online
library to our customers, colleagues, and
partners as study material and insights into the
current trends in the PR industry.
We extend our employee beneﬁts
The satisfaction of our employees in the social
sphere is one of our main priorities. Therefore,
we have recently signiﬁcantly expanded the
range of beneﬁts available to our employees.
Currently, we oer our employees, among other
things, refreshments at the workplace, including
regular weekly deliveries of fresh fruit to the
oce. Additionally, we provide a free public
transportation pass, the option of negotiating
ﬂexible working hours and shorter workweeks,
an extra week of vacation, and Mental Health
Day (when employees can take a day o for
any activity supporting mental health and
well-being or for charitable purposes). We also
reimburse participation in educational events,
oer the option of working from home for
several days a week, and provide the ability to
work while on parental leave.
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COMPANY GOVERNANCE
(
GOVERNANCE
)
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COMPANY GOVERNANCE
(
GOVERNANCE
)
IN THE AREA OF COMPANY
GOVERNANCE, OUR COMPANY
HAS LONG BEEN SUCCESSFUL IN
ACHIEVING EFFECTIVE SETTINGS
OF INTERNAL PROCESSES,
MANAGEMENT, AND OPERATIONS,
WHICH POSITIVELY INFLUENCE
HOW WE APPROACH EMPLOYEES
(
ESPECIALLY IN TERMS OF ADHERING
TO THE MAIN PRINCIPLES OF
DIVERSITY, EQUITY, AND INCLUSION
)
,
AND HOW WE INTERACT WITH OTHER
STAKEHOLDERS
(
E.G., IN CLIENT
RELATIONS AND COMMUNICATION
WITH THE PUBLIC
)
. WE ARE ALSO
REGULARLY INVOLVED IN INDUSTRY
CERTIFICATION.
At the same time, in the area of Governance,
we identify areas and opportunities for
improvement, which we plan to address more
intensively as part of our ESG strategy in the
coming years.
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WHAT ARE
OUR MAIN
COMMITMENTS
AND GOALS

FOR THE NEXT
3 YEARS?
WE ARE CREATING A COMPANY
CODE FOR DIVERSITY, EQUITY,
AND INCLUSION
We are developing a code of principles
and rules describing the activities
and guidelines established by the
company for the area of diversity,
equity, and inclusion
in the workplace.
CMS CERTIFICATION
We plan to continue participating
in regular CMS certiﬁcations
(a global certiﬁcation system
in the ﬁeld of PR Consultancy
Management Standard).
EMPLOYEE FEEDBACK
ON PROJECT MANAGEMENT
AND MANAGEMENT
We continue with the established
system of weekly one-to-one meetings
and all-agency meetings, where
employees can provide feedback on
internal project management processes
and decision-making processes of the
company’s leadership.
WE WILL MAINTAIN HIGH
REPRESENTATION OF WOMEN
IN MANAGEMENT AND STAFF
We will continue to maintain a
high representation of women
in management and the overall
representation of women in the
company. In the future,
we will ensure that this
representation does not
fall below 50%.
WE ARE
IMPLEMENTING CRITERIA
FOR SELECTING CLIENTS
WITH REGARD TO ESG
VALUES
We are introducing internal
criteria for assessing suitable
collaborations with clients,
taking into account whether
the clients respect the core
values of ESG.
MAIN COMMITMENTS AND
GOALS OF PRAM CONSULTING
IN THE AREA OF GOVERNANCE
:
WE ARE IMPLEMENTING A
WHISTLEBLOWING SYSTEM
We are introducing a whistleblowing
system that allows employees to
report suspicions of criminal acts or
misdemeanors to members of the
company’s management without
fear of retaliation or punishment.

It also allows employees to
submit suggestions for
improving the company’s
operations.
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WHAT WE HAVE ALREADY
ACHIEVED IN GOVERNANCE
IN THE AREA OF GOVERNANCE, OUR
COMPANY HAS RECENTLY ACHIEVED
SEVERAL SUCCESSES, WHICH WE
WOULD LIKE TO SHARE WITH YOU IN
THIS SECTION OF THE REPORT.
We have successfully defended our CMS
certiﬁcation
In the spring of 2024, our company underwent
a regular audit and obtained CMS4 certiﬁcation,
becoming the ﬁrst public relations agency in the
Czech Republic to do so.
The methodology of the CMS certiﬁcation
(Consultancy Management Standard) was
adopted by the international association of
national Public Relations associations in 2003
as a globally recognized system for certifying
quality standards related to the management of
consultancy ﬁrms in the ﬁeld of public relations.
The purpose of the CMS certiﬁcation and its
application is to increase the transparency of
certiﬁed ﬁrms for their surroundings, improve
processes and information ﬂow within the
ﬁrm, and increase productivity while ensuring
international compatibility at the European
level. The certiﬁcation is carried out by the
independent certiﬁcation company Agency
Experts GmbH.
Our company succeeded in achieving
traditionally high results and favourable
evaluations during this year’s audit, successfully
defending the CMS certiﬁcation.
Each APRA member agency is required to
undergo CMS certiﬁcation every two years. The
next certiﬁcation round for PRAM Consulting is
planned for 2026.
Representation of women at PRAM Consulting
We are proud that at PRAM Consulting, we
have long managed to maintain a very high
representation of women, both among
employees and in the company’s leadership.
In the future, we will strive to maintain this high
representation of women in our company
and, in any case, ensure that representation of
women in leadership and in the workforce does
not fall below 50%.
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80%
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Representation of Women at Pram Consulting
Representation of
women in the company’s
leadership
Representation of
women in the employee
workforce
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CONCLUSION
Thank you to all the readers of this report for
your interest and involvement in our company’s
activities in the ﬁeld of ESG.
We are pleased that through this report, we
have the opportunity to transparently share
with the public our company’s eorts in setting
and long-term eective compliance with the
ESG strategy, through which we strengthen the
positive impact of our company in the areas
of social responsibility, the environment, and
corporate governance.
The creation of this report, of course, does
not mark the end of the ESG story at PRAM
Consulting. On the contrary, in the coming
years, we face hard work that will come with
the eort to implement the commitments
and goals adopted within our three-year
ESG strategy. We hope that we will meet the
expectations of all interested stakeholders and
that our ESG activities will positively contribute
to a more sustainable future.
In the coming years, we plan to regularly
issue additional non-ﬁnancial reports on our
company’s ESG activities and the status of
fulﬁlling the set ESG strategy, and we would be
very happy if, in case of your interest, you follow
our activities (even critically).
We will also look forward to any of your
suggestions and comments on this report, as
they are an important source of information
and inspiration for our future ESG activities.
In Prague, on 30th September 2024

Lucie and Patrik Schober
PRAM Consulting s.r.o.
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