CSR & Green PR Guidebook

PR News’ CSR & Green PR Guidebook captures best practices in communicating the positive relationships that organizations are building with their communities of interest.

This guidebook connects the dots between the effective communication of positive social contributions and corresponding improvements in bottom lines. For those organizations that are not driven by profits, we wanted to show how Corporate Social Responsibility can directly contribute to accomplishing mission critical objectives.



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Overview | Chapters | Featured Companies | Samples | Buy Now


Overview

Dynamic corporate social responsibility (CSR) and sustainability programs are among the best ways a company can improve its reputation and influence long-term success. The benefits to business that a good CSR or green program can bring are almost incalculable. With a strong effort in both of these increasingly important areas of business, companies can engage with and improve the lives of people in their communities, employees, stakeholders and the public at large.

Creating and executing good CSR or green programs can be challenging. Engaging with your community, organization and public audience in a consistent, respectful way is crucial, especially if your CSR program deals with a sensitive or politically charged topic. Likewise, a good CSR strategy requires executing on a blueprint that integrates business goals, CSR strategies as well as clear and focused communications.

No matter how successful your CSR program is, it must have a clear vision of success that delivers real, quantifiable business results. What good is a CSR program if no one knows about it? That being said, advertising your “do good” attitude too much can come across as exploitative. Your CSR program reporting must provide facts and celebrate achievements, but it must feel genuine and forthright, too.

Increasingly, companies are focusing on green issues and sustainability concerns. The public demands that companies have resource-friendly action plans. Companies with such plans in place and that know how to communicate about them stand the best chance of long-term success. Communicating your CSR or green program is the focus of this book.

Our authors span a variety of disciplines and backgrounds—from agencies, corporations, nonprofits and academia—bringing you the latest strategies on how to create and communicate CSR and green efforts. In more than 30 articles, these experts present hard-earned wisdom on topics ranging from cause marketing to social media to human rights and philanthropy communication.

Chapters

  • Do Well by Doing Good Together: Building a Mutually Beneficial CSR Program By Carmen Ferrigno and Dina Silver Pokedoff
  • 5 Steps for Securing the Right Corporate Partners for Your CSR Program By John Deveney
  • Changing People’s Behavior: 8 Best Practices in Cause Marketing By Jeff Swystun
  • JetBlue’s Reputation Soars: Communicating With Company, Crewmembers and Community By Tamara Young
  • Doing Good to Give, Get and Get Noticed: PR in a Socially Conscious Context By Kimberly Johnson
  • Roadmap to Success: 5 Steps for Creating an Effective CSR Initiative By Regina Pappalardo
  • How to Build a Successful Cause Marketing Campaign Framework By Sarah Osment
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  • Make the Most of Sustainability Reporting by Advancing Corporate Strategy By Nisrene Haddad and Barbara Shrager
  • Communicating How and Why Energy Efficiency Is Great for Business By Ben Block
  • A Case Study in Responding to the Need for More Socially Responsible Campaigns By Cory Young
  • 5 Pitfalls to Avoid When Crafting Sustainability Communications By Tyler Wagner, Geoff Ledford and Edgar Rudberg
  • Make It Real: How to Pass the Green-face Test in International CSR Communications By Mark Gnadt and Nadine McCormick
  • How the Greenest House in New York City Launched the Green Good Housekeeping Seal By Renee Lewin
  • CSR in Different Regions of the World: A Look at Europe and the CEE By Sandra Zouzalová
  • Innovative Reporting Enhances Recognition as a Sustainable Company By Robin Tooms
  • Best Practices for Sustainability Initiatives and Other CSR Programs By Meghann Jones, Trent Ross, Ethan Budiansky and Tim McCoy
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  • It Starts at Home: The Why and How of Internal Corporate Social Responsibility By Brian Massie
  • How to Motivate Your Internal Audience Through Solid Communication Strategies By Sandi Poreda
  • Finding an Effective Prescription for Employee Engagement in CSR By Jill Vitiello
  • Effectively Communicating CSR Policies and News to an International Workforce By Bernie Byrne
  • Greening Our Communities: How to Plan and Conduct a Community Clean-Up Event By Jennifer Ninete
  • CSR at the Center of Employee Engagement: Strategies for Optimum Impact By Lisa Manley
  • Employee Volunteerism in the Age of the Millennial and the Business of Doing Good By Chris Martin
  • Creating Sustainable Citizenship Ambassadors for Your Nonprofit By Ruth Ellen Kinzey
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  • Generating a Positive Social Media Community Using Tailored Messaging By Emily Griffith
  • CSR for Gen-Z: How the Newest Generation Is Shaping Social Responsibility By Aimee Woodall
  • 3 Strategies for Implementing Authentic Altruism in Your CSR Campaign By Caroline Elizabeth Sawyer and Kendra Dyanne Rivera
  • 5 Ways to Use Social Media to Engage Your Employees in CSR Initiatives By Maryann D. Fiala
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  • The Evolving Landscape of CSR and Human Rights Communications By Sarah Litton
  • How to Create Compelling Content Without Exploiting Your Subjects By Allison Steinberg
  • Human Rights as a Strategic Business Issue: Moving Beyond Just Philanthropy By Jane Madden
  • Building a Low Maintenance, Effective Charity for Smaller Organizations By Nick Paulenich
  • Establishing Strength and Lasting Change Through Committed Coalitions By Sharon Reis
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  • Achieve Sustainable Superiority by Communicating Green Practices and Ideals By Sommer Kapitan and Ann-Marie Kennedy
  • How to Commit to CSR Action and Take Credit When It’s Due By Melissa Schwartz
  • A Multi-Platform Approach to Generating Awareness in Stakeholder Communications By Christine Mackin
  • Building a Community of CSR Stakeholders Through Social Media By Kristie Byrum
  • Developing Stakeholder Engagement in a Nonprofit Communication Plan By Melony Shemberger
  • Communicating CSR Efforts and Setting Expectations for Priority Stakeholders By Summer Gathercole
  • Close Chapter

Featured Companies

This guidebook features case studies and contributions from companies like:

CSR & Green PR Guidebook Featured Company
CSR & Green PR Guidebook Featured Company
CSR & Green PR Guidebook Featured Company
CSR & Green PR Guidebook Featured Company
CSR & Green PR Guidebook Featured Company
CSR & Green PR Guidebook Featured Company

Samples

Here’s a sample of some of the exclusive content in this guidebook:

CSR & Green PR Guidebook Sample Article

A sample article: Do Well by Doing Good Together: Building a Mutually Beneficial CSR Program By Carmen Ferrigno and Dina Silver Pokedoff

CSR & Green PR Guidebook Sample Article

An excerpt from Doing Good to Give, Get and Get Noticed: PR in a Socially Conscious Context By Kimberly Johnson

CSR & Green PR Guidebook Sample Article

An excerpt from Generating a Positive Social Media Community Using Tailored Messaging By Emily Griffith

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CSR & Green PR Guidebook


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