Medecins Sans Frontieres executive director Anne-Marie Huby this
week warned companies against ’token’ corporate citizenship activity
which could result in negative PR.
Huby was speaking at ’Communicating Corporate Responsibility’, a seminar
organised by the charity Business in the Community.
Citing the example of pharmaceutical companies refocusing their drugs
research towards the medical needs of developing countries, she argued
that corporate citizenship programmes needed to be long-term, focused
She said: ’It’s all very nice to do charity work, but we want to
challenge how companies do business. Seeing corporate citizenship as
philanthropic is short-sighted: it’s just corporates setting the agenda
to get PR Brownie points.’
- Fleishman-Hillard has set up a corporate community investment
practice, based in London. The new division will involve F-H staff
across Europe and in the US and will be led by practice director Erica
Hauver. It will help existing F-H clients identify charities that fit
their business objectives.