Winner: General Electric Co. – Resetting Responsibilities
GE sought to increase visibility of its citizenship efforts internally and externally with its fifth annual Citizenship report, which integrated more Web interactivity than ever before. Called Resetting Responsibilities, it educated employees and the general public via two formats—an abridged print report and an interactive Web site. The internal corporate Web site was revamped to present a wealth of accessible support materials, including a “CSR Communications Toolkit,” which included FAQs, fact sheets, videos and talking points. Externally, a comprehensive CSR Web site was built with interactive information and frequent content updates to encourage media pickup.
Since the report’s launch in July 2009, the media attention has been nearly universally on message, with publications such as the New York Times and Wall Street Journal holding up the report as a best practice in transparency and CSR.
Honorable Mentions:
American Institute of CPAs – CPA Letter Daily: The CPA Letter Daily seeks to deliver up-to-the-minute news for CPA professionals, featuring hand-picked news from staff to enable quick reading.
Central Piedmont Community College – Viewbook: The Viewbook was designed to showcase the college's success stories outside school walls, allowing students to upload achievement milestones and presentations. In the first six months after launch, more than 2,000 students uploaded profiles or information.
Greater Philadelphia Tourism Marketing Corp. – Official Philadelphia Brag Book: The "Brag Book" was designed to spread the Philadelphia tourism message from the With Love campaign, replicating the campaign's look and feel. During a stakeholder event, GPTMC launched the Brag Book, and also posted a version online. The online version has drawn nearly 500,000 fans.
Mount Sinai Department of Medicine/Think So Creative – The People Behind the Medicine: Showcasing departmental interviews, the publication "The People Behind the Medicine" was sent to peer groups and major media. Since release, Mount Sinai Medical School has climbed in medical school rankings.
NYU Langone Medical Center – NYU Physician: To build awareness of Langone's position as a premiere source of patient care, the alumni magazine NYU Physician was transformed into a publication of broader interest and relevance. Reader surveys have indicated favorable reception of the magazine, which has increased its frequency to address timelier topics.
Office of the Comptroller of the Currency – OCC and OTS Mortgage Metrics:
This report promoting industry-wide standardization in reporting mortgage metrics hit a public nerve—it was cited in 319 media stories.
Thomson Reuters - 2009 Annual Report – Knowledge to Act: Thomson Reuters' report contained key stats and company milestones, and was designed to showcase the company as an approachable source of knowledge. In particular, a financial performance section attracted a large online audience—over 10,000 in the first month of release.