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.