2009 PR News CSR Award: Leader in CSR: >25,000 Employees

Intel Corporation

To outwardly brand itself as an organization that strives for—and achieves—superior advancements in the realm of corporate responsibility, Intel’s leadership identified four general causes under which its many individual efforts reside: sustainability, education, community and CSR reporting and communications.

Infusing all efforts with transparency and innovation, the team highlights management’s approach of getting directly involved with sustainability programs and advocacy groups to drive measurable change.

Based on Intel’s widespread success in CSR initiatives across all categories, Christine Dotts, CSR PR manager for Intel, identifies the following best practices:

  • • Tell the story: “For example, tying a product launch with efforts to reduce environmental impact through new manufacturing processes connects your CSR initiatives with newsworthy corporate efforts,” Dotts says
  • • Focus on transparency: “It is critical that the PR not run ahead of the content,” Dotts says.
  • • Anticipate naysayers: “Be prepared to take some public criticism from those that still look for hidden warts,” Dotts says. “CSR campaigns can be a risky venture.”

Thanks to their attention to multiple facets of sustainable business practices, Intel execs have collectively branded the company as a leader in CSR.