Another great example of how corporate social responsibility needs to be integrated across any organisation in the Guardian report of a study by Ethical Corporation magazine. Rather than checking out timber sourcing policies with public relations staff, which would undoubtedly have produced a good list, the survey asked employees and revealed a real weakness in internal communications.
Engaging employees in an organisation’s good works is vital – being informed is excellent for motivation and most staff do actually care about what their company is doing in areas like the environment. Contact with staff is a critical way that many of us form opinions about a company’s reputation and sales staff in particular, need to be able to communicate values rather than simply push price.
Even more important is that as customers start to seek information on key issues – public relations must view everyone within an organisation as part of the team.