Christine Dotts, CSR PR manager for Intel, provides the following best practices based on the widespread success of the company’s CSR initiatives:
• Tell the story: “We are constantly looking for opportunities throughout the organization to tell the CSR story, and we leverage various resources whenever possible,” Dotts says. “For example, tying a product launch with your organization’s efforts to reduce its environmental impact through new manufacturing processes connects your CSR initiatives with newsworthy corporate efforts.”
• Focus on transparency: “It is critical that the PR not run ahead of the content,” Dotts says. “PR teams should work closely within the organization to ensure that you are willing to answer tough questions that are likely to arise from promoting a CSR road map.”
• 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, especially in the face of greenwashing concerns. However, our lead communications executive once said that if we were going to lead the parade, we should be prepared to take a few tossed eggs from time to time.”