In the post COP15 era, the world view of the role of business has changed. The need to hardwire a commitment to sustainability into a company’s core business activity has never been greater and the importance of communicating Corporate Responsibility (CR) in this new reality has become a business imperative.
Communicating Corporate Responsibility: “Building Trust and Communicating CR Effectively” published today by Cranfield University, School of Management and Ogilvy PR Worldwide, aims to share best practice methods via global insight and learnings on communicating CR.
With contributions drawn from across the Global Ogilvy PR network, the guide cites initiatives such as the International Advertising Association’s work on Hopenhagen- the COP15 awareness campaign, Ogilvy PR France’s digital engagement campaign for The Sustainable Development Ministry as well as case studies from global brands.
“If business is to prove itself as a responsible citizen, it must move ahead of compliance and regulation and embrace CR as a central tenet of doing business in the 21st century,” says Ogilvy PR London’s senior director Ross Cathcart.
“Regular and transparent exchanges with stakeholders which communicate CR progress and problems are key to good corporate citizenship. They are also central to good business management as if you fail to communicate your CR message correctly and truthfully, not only will you miss out on opportunities but may find yourself facing a backlash.”
To view the pdf version of the guide, please visit: http://www.ogilvypr.com/en/content/communicating-corporate-responsibility
