The companies with reputations of being socially responsible aren't necessarily the ones with the best CSR programs -- rather, they're the ones with the most memorable CSR communications, writes Ben Tuxworth. Messaging alone does no good, but it's vital to use clever PR to ensure you reap the rewards of your sustainable-business efforts. "[M]emorability is absolutely key to whether your plan for global leadership will break through the communications noise and capture the attention you want and need," Tuxworth writes.

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