Building A CSR Program From The Ground Up

(In just a short time, corporate social responsibility, or CSR, has climbed to the top of the business agenda. CSR presents senior PR executives with a tremendous
opportunity to enhance their value throughout the organization because they're often called on to start a CSR plan before the company's leadership has even had a chance to think
about integrating a CSR strategy. But there are significant challenges to embedding CSR into the company's DNA. In the first of a two-part series running in PR News, Susan
Nickbarg, a marketing consultant specializing in social responsibility, takes a closer look at the role PR executives are playing in CSR and how they can align it with it the
company's overall business goals.)