Your company may have set up a robust corporate social responsibility (CSR) program, but what’s the best way to communicate that to the world? And how do you make sure the message reads as virtuous instead of opportunistic?
Kristie Byrum in a post on CSRwire says, “Some traditional executives may claim the involvement of the corporate communications or public relations department will simply broadcast to the marketplace that the company is blatantly self-promotional and ‘greenwashing’ a specific issue.” But those fears are generally unfounded. “While the history of public relations may include facts of ‘publicity’ and ‘press agentry,’ the public relations profession has matured beyond these narrow, tactical functions,” she says, and in most companies this includes strategic communications.
