Q. You’re speaking at the Southern Connecticut Chapter of the Public Relations Society of America’s annual meeting on Thursday, Dec. 9 on corporate social responsibility. What is it? How do companies achieve it?
A. Corporate social responsibility (CSR), or corporate responsibility (CR) as it is increasingly referred to, is a constantly evolving practice that encourages companies to commit to a core set of values, processes and practices in the areas of
* human rights;
* supply chain management;
* environmental impacts;
* community partnerships;
* employee relations;
*advocacy and public policy dialogue.
CR may be evident via:
* the establishment of codes of conduct,
* formation of CR management committees,
* the development of operating systems that monitor the codes.
Many nonprofits and charities use the phrase Corporate Social Responsibility to mean ‘how a company gives away its money.” CSR is really much more about “how a company makes its money.” The intention of the workshop is to introduce CSR, highlight trends and outline the opportunities and strategies of working with non-profits to better understand demonstrate CSR values and practices. Using case studies, participants will leave the workshop with a solid understanding of CSR and the role of public relations and communications in building a CSR profile on behalf of their company or clients.
Q. Can nonprofits practice corporate social responsibility? If so, how?
A. Every organization has a role to ensure minimal impact on the environment, treating employees, suppliers and vendors with the principles of basic human rights and fair wages. CSR is focused entirely on the corporate sector but I focus my consulting practice on advising the nonprofit and forprofit sectors how to come together to deliver positive change for society though CSR, community relations and partnerships.
There are many examples of companies and non-profits partnering together. General Electric has done ground breaking wok in bringing its life-saving water treatment technologies to people in Africa and following the Asian Tsunami provide not only the water treatment equipment but also picked up the costs of transporting the equipment and flying technicians to Indonesia to ensure delivery of clean drinking water. Many companies donate thousands of employee hours for volunteering both here in Connecticut as well as overseas. Donations of time, products and funds are often the most public face of CSR in practice but behind these activities are practices, codes of conduct and reprint systems that directly relate to the business ethics and values.
Q. Your discussion will highlight how corporate social responsibility programs are strengthening brands and profits for companies. That makes it seem less than altruistic.
A. Research undertaken in both the United States and abroad clearly indicates that consumers, customers and increasingly investors are demanding greater transparency around companies practices. Are its products and services safe? Are employees and people within the sourcing of the materials required to produce the end product treated fairly? It the environment damaged in the production of the end product? These are increasingly questions that consumers and shareholders want to know. Companies that can demonstrate good practices and a commitment to the environment are better perceived by consumers and investors. It’s good business to do well by society and the environment.
Q. What are some examples of corporate social responsibility failing? In other words, can mistakes be made when attempting this?
A. It’s important to realize that corporate social responsibility is a constantly evolving field of practice. Companies have a much greater sense of responsibility in the sourcing of their materials than at any time in history. Look at our concepts of what it means to be a good corporate citizen. Fifty years ago it meant you created jobs, produced safe products, provided a return on your investment to your shareholders and paid your taxes. Period. Now consumers hold companies responsible for where and how they source their raw materials, the conditions of workers in developing countries, the provision of access to HIV/AIDS education awareness campaigns and low-cost treatment drugs, and a reducing your company’s environmental footprint. All companies are expected to do more than just deliver a return to investors and pay taxes. Society demands that companies contribute to the communities where they source, sell and create their products and services. It’s a tough balancing act for company officers.
Q. You are leading Save the Children’s development of a global resource mobilization strategy. What is entailed in that strategy?
A. I am finishing up an assignment with Save the Children advising them on securing resources both financial and services from the public and private sectors in support of a global child health campaign. A critical component of the campaign is working with corporations to encourage them to work with Save the Children to raise awareness of the issue of child survival. the emergence of CSR provides opportunities for companies and non-profits to work together in new ways addressing social concerns.
