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Presentation to the Washington Network Group\'s Corporate Social Responsibility Special Interest Group 2012
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Communicating Authentically in the Age of
TransparencyMatching your Rhetoric With the Reality
It is not about what your company does, it is about the impacts what it does and the way you do it has on people
Authenticity is more important than being perfect
Shift mindset from ‘audiences’ to stakeholders
From messaging to engagement Social media are powerful and increasing in
importance
Evolving Communications
Impacts
Influence
Maintain Your Values
ActionsLive your
values
Expertise
reflect/share your values
Supply Chain (simplified)
Blaming Your Suppliers
Or subcontractors
consumers
Influence Actions
Expertise
Values integrated into business decisions and relationships Living Articulated Values
Driving values-based decision making by consumers/public
Promise Plan ProgramPerforma
nce
• Business practices
• Industry standards
• Supply chain
• Commitments• Statements of
values/integrity• Code of conduct• Quality
Assurance• Safety
• Goals• Timelines• Milestones
• Initiatives• Programs• Efforts• Partnershi
ps
• Measurement tools
• Criteria• Third party
validations/ Certifications
• Redefine/ elevate public expect-ations
• Empower customer decision-making
• Behavior change
Environmental Initiatives
Social Initiatives
Economic Initiatives
Influence Actions
Expertise
Values integrated into business decisions and relationships Living Articulated Values
Driving values-based decision making by consumers/public
Promise PlanProgra
mPerformanc
e
• Business practices
• Industry standards
• Supply chain
• Commitments• Statements of
values/integrity• Code of conduct• Quality Assurance• Safety
• Goals• Timelines• Milestones
• Initiatives• Programs• Efforts• Partnership
s
• Measurement tools• Criteria• Third party
validations/ Certifications
• Redefine/ elevate public expect-ations
• Empower customer decision-making
• Behavior change
Environmental Initiatives
Social Initiatives
Economic Initiatives
http://www.o2.co.uk/thinkbig/blueprint/commitments
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