Choosing CSR Initiatives: Connect Issues With Business Goals

As corporate social responsibility continues its rise to prominence and stature within organizations, it’s imperative that the exuberance toward CSR be tempered with caution. This is particularly true when choosing an initiative that ultimately becomes the “face” of an organization’s CSR program. As PR executives are presented with great opportunities to enhance their value within the organization, setting the CSR strategy—and choosing the right initiative—become crucial. PR News recently spoke with CSR experts from both the corporate and agency worlds, to find out their strategies, tactics and best practices in selecting the right CSR initiative for an organization. The proper selection of a CSR initiative starts when an organization is setting its overall CSR strategy, says Trent Ross, senior VP of Ipsos Public Affairs.

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