Gudie to Csr

Communicating Corporate Responsibility

wrinkled? wonderful?

A guide by Ogilvy Public Relations Worldwide and the Doughty Centre for Corporate Responsibility

April 2010

CONTENTS
Foreword by Professor David Grayson,
Director of the Doughty Centre for Corporate Responsibility at the Cranfield School of Management...........4

Introduction by Ogilvy Public Relations Worldwide ................................................................6 1. The strategic importance of communicating Corporate Responsibility.............9
Insight: Ogilvy Public Relations Worldwide Case study/ IBM: Smarter Planet

2. 3.

Are you sending the right message?.......................................................................................23
Insight: Nadine Exter, Doughty Centre for Corporate Responsibility

The essential link between Corporate Responsibility and company values............................................................................................................................35
Insight: Ogilvy Public Relations Worldwide and the Doughty Centre for Corporate Responsibility Case Study/ Petrom ‘Resources for the future’

4.

Tips for successful stakeholder engagement.....................................................................47
Insight: Ogilvy Public Relations Worldwide Case Study/ Proximus Foundation ‘Bringing people closer’

5.

How responsible communication translates into digital engagement...........59
Insight: Ogilvy Public Relations Worldwide Case Study/ French Ministry for Sustainable Development

6.

The big issue versus the big ideal..............................................................................................69
Insight: Ogilvy Public Relations Worldwide Case Study/ Unilever ‘Dove campaign for real beauty’

7.

Sustainability and thinking beyond Copenhagen..........................................................79
Insight: Ogilvy Public Relations Worldwide Case Study/ United Nations... [continues]

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