A pretty straightfoward question and the obvious post to open with. The answer’s pretty straightforward too…
For me, Corporate Responsibility has emerged as one of the most interesting and complex communication challenges for business in the 21st century. I’ll leave my fellow professionals to bang on about Web 2.0 and all that technical stuff. For someone who’s interested in shaping corporate strategy (not just implementing it), CR is where it’s at.
And let’s face it, it’s not as if most companies out there are doing a bang-up job.
As the demand for responsibility has developed from an ethical niche and into the mainstream, so companies have recognised the need to communicate a clear stance on ethical and environmental issues, and many have sought to stake a claim to market leadership.
The simple truth, however, is that the vast majority have failed to establish these claims with any great credibility.