Corporate social responsibility - and its many subparts - has been a buzz concept for years, but often the real heroes behind community, charitable or environmental initiatives
are the PR managers who spearhead efforts but have remained anonymous - until now. PR News is saluting the PR executives who make CSR possible, both in the office and in the
communities they serve. The honorees were celebrated on March 23 at the CSR Awards breakfast at the National Press Club in Washington, D.C. for their 2006 initiatives.
In addition to identifying the winners and honorable mentions we have profiled in this issue, PR News and Cone, Inc. conducted a survey of nearly 300 PR execs to take the pulse
of the CSR function. (For charts, see pages 3 and 11). The results uncovered two key themes: More people are communicating CSR, but too many of them (40%) still don't have
measurement in place; and, most significant, CSR strategies are not yet aligned with communications priorities. When asked which statement best describes the alignment between CSR
strategy and communications, 36% of respondents answered either that they worry their company's CSR communications could seem disingenuous, that there is a clear disconnect
between CSR communications and actual business practices, or that they do not communicate at all.
"The greatest risk in CSR today comes from communicating what isn't true. It's a fact-based discipline, not a creative or aspirational discipline," says Mike Lawrence, evp of
Cone. "If you're not starting with the facts, then you're going to have trouble."
Lawrence recommends that PR pros (1) assess what they are doing in the eyes of the experts, (2) strategize based on opportunities and risks, (3) engage with stakeholders, (4)
build a communications plan and (5) report on it.
"Strategies and communications must be connected," Lawrence says. "If you don't have transparency and credibility there, then where?"