Green PR and CSR by Pam Proverbs edited by Jane Brome

Making responsible social and environmental choices has not always been a first priority for many corporations, but recent history has changed all that. 

 

Small, but mighty Non-governmental Organizations (NGOs), using 21st century global communications, are nipping at the heels of corporations caught in unethical and irresponsible practices. NGOs have effectively organized market campaigns and are moving these companies toward the higher standard now demanded by their clients, their consumers, and society as a whole. The lever that moves these giants is the risk of destroying their carefully built brands if they fail to recognize their moral liability and clean up their practices. In Barbados, the fight continues. But the challenge to compel our corporate citizens to live up to their environmental responsibilities remains.

In 2000, basking in the success of its Healthy Lifestyle Project the Nation Publishing Co. Limited approached its sister company StarCom Network Inc. about joining together in a national campaign to promote environmental preservation and protection. It was intended to be a millennium gift to Barbados. According to the Systematic Media Survey these were the two most powerful media houses enjoying the majority of listenership and readership on the island. It was felt therefore that they would be best positioned to influence and change Barbadian attitudes towards the environment. 

The Greening Barbados Project was thus born, and the two threw their full media muscle behind the programme. The project, despite large volumes of publicity and the investment of resources into the hosting of two major expos however, has failed to generate the response and interest from the general public, corporations and groups that was anticipated. In fact, eight years on, it seems to have died a natural death. And so the challenge remains.

It moves one to ask- Do Barbadian companies give a hoot about their corporate social responsible (CSR)? Are CEOs of companies reading this article and saying CSR what? It is important to note that corporate social responsibility goes beyond charity and goodwill. The World Business Council for Sustainable Development considers it to be "the continuing commitment by businesses to behave ethically and contribute to economic development while improving the quality of life of the workforce and their families as well as of the local community and society at large." This implies some liability on the part of the company to be held accountable for the social and environmental consequences of its actions.

It is encouraging to note that the local hotel sector is paying attention to its CSR and seems to have gotten it right. One of the island’s environmental champions is Loretto Duffy-Mayers. Duffy-Mayers, Director of Environmental Programmes at the Almond Casuarina Resort, observed, “CSR is a major part of the green certification (programme for Green Globe 2) and what we do at Almond. We look at business holistically. Not just the financial aspect but the environmental, social and cultural aspects as well. Almond sponsors the Holders Season, CIMEX, and the St. Peter’s fair. Individual properties sponsor beach clean ups and programmes in their area. Every year we have Environmental Week and there is a UWI lecture and tours of the property. We believe that for tourism to be sustainable everyone must benefit and it must not impact negatively on the lives of the people in the area”.

It must be said that an organisation’s reputation is one of the biggest determinants of its success. In overseas markets, particularly in Europe, consumers are deliberately choosing to do business and buy products from companies that are environmentally friendly. Companies are responding by greening their processes and letting the consumer know in their packaging and advertising just how environmentally friendly they are. Large corporations like Wal-Mart are teaming up with environmental groups and cosmetic companies are declaring that they are not doing any animal testing. Large oil companies are contributing to save the whale, penguins and seals projects.

But what of the Barbadian company and the Barbadian consumer? Should Barbadian companies see CSR as part of their business strategy or should they wait until consumers demand it? The progressive company examines all the potential areas of crises and plans for them. That means taking CSR seriously and adopting a solid environmental and social strategy. Some of the island’s manufacturing entities are paying attention to CSR issues and are to be commended. Others like export leaders, the Rum Refinery of Mount Gay and Arawak Cement Company Ltd have gone further, seeking international environmental management system certification through the ISO 14000 series. They stand to benefits from increased efficiency and less wastage of energy and raw materials; compliance with environmental regulations and improved public perception, particularly among international organisations who may prefer to conduct business with companies that comply with accepted international environmental standards.

The improved competitive edge which they now enjoy should inspire other companies to incorporate these principles into their processes, not just as an export strategy but as part of the effort to be a good corporate citizen and to build a better Barbados.

Perception Versus Reality

In the PR business "perception is reality". I am not one to enter into political debates but the perception is that in Barbados when the Democratic Labour Party (DLP) is in power that the money interests move their business and money outside of the country which eventually topples the government. Why? Because the "perception" is that the DLP is the poor man's party and that they focus on social reform and people empowerment and do not put incentives in place for the wealthy as do the Barbados Labour Party (BLP) (or so it is presumed). Kind of the same perception that exists in the US with the Republicans and Democrats.

Anyone who watched the 1991 comedy "King Ralph" would have gotten the serious message that it is the creation of jobs that is most important to a successful government. The recent spate of industrial unrest and firings seem to be testing this theory. Can the young government not even quite three months old withstand the pressure already coming from the business sector? Today on the back page of the Nation Newspaper appeared the most ridiculous attempt at pressure thus far. Lionel C. Hill who from perception should be happy to see a DLP government in power because now poor people (perception again) would be able to buy his low-end supermarket brands, is threating to send home 17 persons who (perception again) would have served him loyally. He is sending them home because he had written the less than three months government over a month ago requesting the removal of import duties on bulk rice and has not had a response and his attempts to contact the Minister responsible, George Hutson was futile.

Question 1. Why did Mr. Hill not appeal to the previous government who only dropped duties on packaged rice. Perception again - who buys package rice- the wealthy business interests who stay or exit with the BLP. Hey I must plead guilty to benefiting here because I love my Uncle Ben.

Question 2. Why did Mr. Hill not give the previous government a seven day ultimatum and threaten to put seventeen persons on the bread line? Perception - because he respected the previous administration.

The lesson here is that every company, government, public person or institution needs a good pr professional to manage their reputation, image and perception. The big three human indicators that I have coned RIP. If you do not manage your RIP then someone will rip you to threads. The new government obviously has to get cracking on theirs before the negative messages and stories become so wide spread that they become accepted as truths.

This story is true to me even if it is just a perception.

Social Media Penetrating Popular Culture

I was listening to listening to Mix 96.9 yesterday and what I heard was the preachers of social media and their impact on advertising prophesy come true. The country generally being a little behind on the Internet I was pleasantly surprised to hear a popular night spot, Jumbies, on the even more popular St. Lawrence Gap advertising a Face Book Friday evening bash. The ad was calling on the SUV group and all ‘face bookers’ to bring their Face Book home page with them for a special entry fee. They advertised Vampire shots and Slayer Martinis. My heart sang a song. I have been singing this song to my clients and everyone who would listen for a while now. There is a new information revolution going on around the world.

Traditional modes of information dissemination are under threat. And this may seem a little blasé because we have been hearing this for some years, however there is clear and present danger on the horizon. Around the world a number of traditional media conglomerates have embraced the new dissemination modes but in the Caribbean, I would love to say we are playing catch up but really we have not fully woken up yet so no serious catch up has started.

Everyone has the token website but the use of the social media techniques and other web based services does not even appear to be on the horizon. With our open door policy to the rest of the world our media houses are clearly making themselves vulnerable. The recent bid for Microsoft and Yahoo to join forces against Google is a sign of the impeding storm of mergers and acquisition for the all important advertising dollar. It will be interesting to see the survivors and their corporate strategies.

Social Media Penetrating Popular Culture

I was listening to listening to Mix 96.9 yesterday and what I heard was the preachers of social media and their impact on advertising prophesy come true. The country generally being a little behind on the Internet I was pleasantly surprised to hear a popular night spot, Jumbies, on the even more popular St. Lawrence Gap advertising a Facebook Friday evening bash. The ad was calling on the SUV group and all ‘facebookers’ to bring their Facebook home page with them for a special entry fee. They advertised Vampire shots and Slayer Martinis. My heart sang a song. I have been singing this song to my clients and everyone who would listen for a while now. There is a new information revolution going on around the world.

Traditional modes of information dissemination are under threat. And this may seem a little blasé because we have been hearing this for some years, however there is clear and present danger on the horizon. Around the world a number of traditional media conglomerates have embraced the new dissemination modes but in the Caribbean, I would love to say we are playing catch up but really we have not fully woken up yet so no serious catch up has started. Everyone has the token website but the use of the social media techniques and other web based services does not even appear to be on the horizon. With our open door policy to the rest of the world our media houses are clearly making themselves vulnerable. The recent bid for Microsoft and Yahoo to join forces against Google is a sign of the impeding storm of mergers and acquisition for the all important advertising dollar. It will be interesting to see the survivors and their corporate strategies.

PR Landscape

There is a sweet buzz sweeping the Caribbean about the profession that has me so excited I decided to join in quickly. Having been introduced to pr many light years ago in Jamaica I have witnessed a transformation in the way we do business then and now.

I remember my lecturer at CARIMAC (don't remember her name) telling us of how she and her business partner staked out the Pegasus Hotel at lunch time and how sometimes all they could afford was a glass of water, but getting clients back then meant the perception of affluence and success and being seen in the right quarters.

Today networking is equally important but our networking has gone global through the popularizing of Internet technology. Although I studied television which can be considered a technical field, the Internet and computers is another ball game but here I am creating my own blog, with the help of Google of course, all by myself.

And you maybe anywhere in the globe are reading my thoughts on the profession. The fact of the matter is although web technology is becoming so simple a "dummy" can use it, a number or should I say a lot of persons (with the economic power) and the key decision makers are scared and resistant to the technology, what makes matters even worst are the host of illegal Internet and email scams which drives more fear into newbies and older persons for the technology than Bajans are of the sea.

Take me for example. I was looking for some inexpensive web hosting options for my company PRMR Inc. and of course I Googled web hosting, found the top ten hosts chose not the cheapest but the in between which happened to be Blue Host. No reference nothing, but I figured if it was on the top ten list and middle in price so it should be okay. Then I googled what persons had to say and of course they were some negative and positive but mostly positive comments. I then proceeded to buy my package and go on my way merrily. But the next day what happened threw me in a panic. When I tried to access the site there was a big fraud warning with an identity thief message. Gosh I nearly wet my pants because being a television pimp I had watched the Identity thief movie. Worst yet I tried to contact the company which advertised to having 24 hours, 7 days a week service with no response. I called the telephone line which gave the number of a very suggestive adult service. Of course I did not call the number because I didn't want my telephone credit stolen as well. What could a girl do at this point well I call my bank, canceled the card, unfortunately they told me I had to wait to see whether the transaction could be canceled. The lesson here is that the Internet can really be a very scary place and that we should only do business with recognizable brands or with brands who you can get a credible reference from.

This experience has not dampened my zeal for the Internet as a matter of fact it has made me even more keen and interested. It was like my baptism now I can go forth and preach the gospel.

I am joining all those wonderful Caribbean professionals who are gathering to bring a higher level of professionalism to our craft in the region. I commend those who have gone before me and hope that my two cents will make the region and the profession the more richer.