The New PR

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The New PR

Because of the strong and increasing importance that employees, customers, clients and communities place on the environmental, social and economic impacts an organization has, many of the duties traditionally assigned to company’s communications departments to build internal buy-in (organizational culture and employee engagement) and reputational capital (external, community and public relations) can best be accomplished by maximizing the effective development, implementation, management and communication of CSR efforts across a company.

Content from this campaign

Five “Keys” to Unlock a Successful Sustainability Program - Key 5: Maximize Stakeholder Engagement
Companies that have a genuine commitment to sustainability can implement their programs in ways that add value and clearly demonstrate their commitment. Accurately Define and Identify Stakeholders Many businesses take a marketing approach to customers – selecting to focus their efforts on the most profitable segments of...
Aug 7, 2012 6:15 PM ET
Five “Keys” to Unlock a Successful Sustainability Program - Key 4: Tangible, Local Benefits
“All politics is local” – Tip O’Neil With exceptions such as relief after the Indian Ocean tsunami and other disasters that draw international attention and concern, for the most part, people like to see the benefit of corporations in their own community. Impacts such as employment opportunities, contributions to tax revenues and bringing needed goods and...
Jul 31, 2012 4:30 PM ET
Five “Keys” to Unlock a Successful Sustainability Program - Key 3: Employee Engagement and Empowerment
Recently I attended a conference on social media. One presenter offered up the notion that companies are no longer able to control their ‘brand’ or image using the example of a recent YouTube video ‘United Breaks Guitars’ in which a professional musician sings about how the airline baggage handlers broke his guitar and the company refused to compensate him for the loss of his instrument. When...
Jul 24, 2012 5:45 PM ET
Five “Keys” to Unlock a Successful Sustainability Program - Key 2: Integrate Sustainability into Day-to-Day Operations
From a Vision to a Culture (building an internal constituency) For sustainability to be integrated into a business model, it must be compatible not just on the theoretical level, but also practically on a day-to-day basis. Asking people to engage in behavior that is seen as incompatible with their regular duties is a recipe for failure. For this...
Jul 17, 2012 1:30 PM ET
Key 1: Alignment with your Core Business Model
Successful businesses are adept at determining market changes, trends and expectations. They cannot be in such a rush to embrace the “new” trend that they abandon their fundamental and core purposes. For any program to be valuable to a business, it must further the goals of that company. Businesses must therefore be prudent when it comes to sustainability efforts, and...
Jul 10, 2012 8:00 PM ET