Strategic Communications

Fleishman-Hillard is well-equipped to help clients to develop and execute sustainable business strategies. But effective communications remains our core competency. And, in today’s quickly evolving news and information landscape – where even the most responsible efforts can draw allegations of “greenwashing”– a thoughtful, strategic communications program is a must. It’s critical to deliver your point of view to key audiences in a compelling and authentic way. We can help.

We work with clients to align communications objectives with business objectives, using a variety of channels to reach influencers and stakeholders where they are. While mass media continue to play an important role, it’s just one of many vehicles for telling your story.

For us, sustainability communications is much more than just churning out news releases. With compelling facts, figures and messages in hand, our worldwide team of communications specialists can help you:

Effectively tell your story to and through the traditional news media, targeting the right people at the right outlets;
Leverage new and emerging media channels and participate in the online conversations that matter the most;
Identify and build relationships with influential third parties who can help validate and reinforce your messages;
Identify and secure speaking engagements that provide a face-to-face opportunity to deliver your messages to key audiences;
Tap employees, customers and others who support your efforts to act as “brand ambassadors;” and
Ensure maximum impact by fully integrating marketing, public relations and employee communications.

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What’s in a name?

Ask 10 people to define “sustainability” or “corporate social responsibility” – or better yet, distinguish between the two – and you’re likely to get 10 different answers. Here’s how we see it, borrowing from some well-accepted definitions:

“Sustainability” is…

“Meeting the needs of the present generation without compromising the ability of future generations to meet their needs.” – Brundtland Commission, 1987.

“Corporate social responsibility” is…

“CSR is the deliberate inclusion of public interest into corporate decision-making.” – Wikipedia

“CSR is not a marketing or branding strategy – it’s a business and operational strategy, and an important way to manage business.” – Paul Argenti, chief advisor to Fleishman-Hillard affiliate CCW (Communications Consulting Worldwide)

Both sustainability and CSR can be measured by the “triple bottom line”…

An accounting and reporting framework that measures an organization’s progress along three lines: “economic prosperity, environmental quality and social justice.” – John Elkington, founder of SustainAbility and author of “Cannibals With Forks”