Priority Mapping

We use Priority Mapping to help our clients align their CSR and sustainability needs with business operations, objectives and reporting. Using this four-part process, we:

Assess Performance – Conduct a planning session to help identify and express both accomplishments and needs; set goals and objectives; and review recommended strategies, action steps and timelines.
Identify Gaps, Focus Priorities – Conduct an inventory to determine opportunities for information gathering and priority setting.
Drive Improvements – Identify and engage the right people in the organization for the CSR and/or sustainability effort; develop program design, content and implementation; identify specific communications strategies and tactics such as speaker platforms, media relations, digital communications, written materials, spokesperson training and other activities.
Measure and Report – Evaluate program to ensure that key performance indicators are met and reported.

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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”