…And Tactics

With NGOs less than enamored by corporate reports on economic, social and environmental behavior, what role can PR execs play to help turn things around? Leslie Gaines-Ross,
chief knowledge & research officer at Burson-Marsteller, says making sure that corporate reports are airtight is only half the battle. "You have to build ties [to NGOs],
listen to what they're saying and be willing to admit it when you're wrong," she says. "It's hard to prove, and there is all sorts of evidence out there, but companies that are
socially and environmentally responsible reap the benefits with consumers."