Getting On The CSR Bandwagon: What PR Pros Should Do


 Communicators are in a key position to use their skills, networks and established credibility at all levels within the company to assist in the development of the CSR program. At the same time, it is important to recognize that many of the goals traditionally assigned to corporate communicators, including culture change, stakeholder engagement and external relations, can be accomplished by enhancing sustainability and corporate responsibility management across a company.

•    In order to be an integral part of the company strategy, the CSR program must be integrated as appropriate into the strategic imperatives identified to achieve the long-term vision as well as compatible with the conditions and circumstances that employees face in day-to-day operations.
•    A truly integrated CSR/green program requires the individual buy-in and empowerment of everyone in the company as well as changes in processes and procedures. Communication is the key to both sharing ideas and understanding and overcoming resistance to changes. Failure to communicate and listen can result in passive (and sometime active) sabotage to your program.
•    In order to effectively engage stakeholders in today’s high-speed information world, corporate communications professionals must modify their strategies to effectively foster, encourage and facilitate dialogue.

These tips are excerpted from PR News upcoming Guide to Best Practices in Corporate Social Responsibility/Green PR, Volume 3, Guidebook. It was written by John Friedman, senior director of PR for Sodexo, Inc. To find out more information about how to order the guidebook, check in with www.prnewsonline.com/store. for periodic updates.


Comments Off



Deals of the Week

$150 Off PR News' Social Media Summit

socialmedia201602-180x150Join PR News in Huntington Beach, CA on Feb. 26 for the Social Media Summit, where you'll be immersed in real-world, tactical case studies from brands, nonprofits and agencies and get takeaways in pulling and analyzing social media data; emerging social platforms and apps and so much more. 

Use code “150” at checkout to save $150 o the regular rate.

$50 off the CSR & Green PR Guidebook

csr_vol7_print_digital-thumbPR News’ CSR & Green PR Guidebook, Vol. 7 captures best practices in communicating the positive relationships that organizations are building with their communities of interest. This six-chapter guidebook connects the dots between the effective communication of positive social contributions and corresponding improvements in bottom lines.

Use code “50off” at checkout.

Save $100 on a PR News Subscription

cover5.18

 

Let PR News become your weekly, go-to resource for the latest PR trends, case studies and tip sheets. Topics covered include visual storytelling, social media, measurement, crisis management and media relations.

Use code “SUBDEAL” at checkout.

Comments are closed.