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

The Time is Right Now
Many including this author, believe that forward-thinking companies will integrate sustainability goals into their business models and will use their visions of sustainability to help define revenue-generating strategies. Certainly the recent implosion of financial markets around the world offers a clear and disturbing picture of what happens when people lose faith in the long-...
Sep 11, 2012 2:00 PM ET
The New PR: Factors Complicating Sustainability
The complicating Factors:  Lack of Consensus on Standards Globally there is no consensus on what social responsibility is, or how it can be defined across cultures and nationalities. For example, there are those that believe that the obligation exists to give back once a certain level of financial success has been...
Sep 4, 2012 4:00 PM ET
The Forces Encouraging Sustainability as a Business Model
Globalization One hundred years after the first powered flight, the oceans are no longer impenetrable barriers that keep people, ideas and information apart.  Today people travel more than ever before, and corporations often outsource products and send workers to new locales. This leads to exposure of both companies and...
Aug 28, 2012 6:30 PM ET
Business Benefits of Sustainability
For anyone to accept the premise that social responsibility is a business strategy, we must be able to define and quantify the business benefits that can be derived from adopting this model. This is so that success can be measured, just as with any business strategy.  License to Operate (speed to market) In business,...
Aug 21, 2012 5:15 PM ET
Sustainability as a Business Strategy
In addition to the obvious impacts on the environment, business is a powerful force for driving social as well as economic gains. This can be seen from the benefits that generations have come to take for granted in industrialized nations. For millions of people around the world, capitalism has been a force for economic and social advancement. People are living longer, healthier...
Aug 14, 2012 2:30 PM ET