2. SOCIAL RESPONSIBILITY
Understanding Expectations Intelligence
Two Way Communication Trust
Transparency Social License
SUSTAINABILITY
Resource Constraints Efficiencies
Strategic Lens Technical Innovation
Operational Excellence Competitiveness
6. Corporate
Soul
Responsibility
Corporate
Responsibility and
Sustainability Sustainability
Global
Responsibility
Corporate Social
Sustainable Responsibility:
Development Making a
Difference
Sustainable Citizenship
Value
7. Generic messages don’t work
Our people believe passionately that what we do makes
a difference for customers and our society as a whole.
We are committed to being a great place to work,
a thoughtful steward of the environment and a caring citizen
in the communities where we live and work. We are
passionate about sustainably connecting people and places
and improving the quality of life around the world.
To us, CSR means taking steps to improve the
quality of life for our employees and their families as
well as for the community and society at large.
9. “Socially
“Socially responsible
corporations
responsible
corporations
pay back into
conduct their
operations in line
with international
?
society.” guidelines on
sustainability.”
17. Everything that famously goes wrong
is now called a ‘PR disaster’
• the BP oil spill
• the Toyota recall
• the Tiger Woods spectacle
• the Wenzhou train wreck
22. Asian MNCs going digital
Twice as many on social media this year
100
80
60
Asian
40 Western
20
0
2010 2011
Percentage of companies using a branded social media platform
Burson-Marsteller l Evidence-Based Communications
23. Korean MNCs lead the way
Percentage of companies using a branded social media platform
Burson-Marsteller l Evidence-Based Communications
24. Use of digital for CSR
Percentage of corporate marketing or communications posts to company social media
channels across Asia-Pacific during the period July 01-15, 2011
Burson-Marsteller l Evidence-Based Communications
25. The rise of peer-to-peer communications
Go peer-to-peer
MONOLOGUE
ACTIVE
CONVERSATION “They must
TWO-WAY DIALOGUE listen and I will
be heard”
CONTROL
ONE-WAY
PRO-SUMERS
“They can’t hear
PASSIVE me and I feel CON-SUMERS
insignificant”
26. Then & Now
People used to looked to the
government to solve big problems.
Now 90% of consumers and 85% of executives believe that
large corporations should play a broader role in society.*
The trust gap between consumers and corporations, McKinsey Quarterly, 2008 and
PSB Corporate Social Responsibility Branding Survey, 2010
27. debt crisis • food prices • climate change
energy supply • the digital divide
nuclear security • youth unemployment
29. Governments cannot do it alone
• old systems and institutions
simply cannot cope with new
complexity and speed
• these challenges require the
engagement of an entire
society of stakeholders
• the role of public relations is
therefore key
Klaus Schwab, World Public Relations Forum 2010
31. The modern Relationship Imperative
Collaborate with stakeholders for success
today and sustainability tomorrow demands:
• Governments need to engage corporations,
NGOs and ordinary citizens in their work
• Corporations must show ‘micro-level’
accountability to all stakeholders
• “Public relations in the public interest” –
relationship brokerage to help bring about
economic recovery, political freedom,
technological advancement and social justice
Source: Dan Tisch, Global Alliance for PR and Communications Management