Ketchum reports on CSR agendas

NEW YORK and LONDON: A new report on corporate social

responsibility (CSR) and sustainable development (SD) has found that

despite all the hype from interested parties, the media commands the

most influence on how people and politicians think and act on these

hot-button issues.

Ketchum, which released the report to coincide with the launch of its

corporate social responsibility practice, worked with think-tank

SustainAbility and the United Nations Environment Program on the report,

which analyzed media coverage and interviewed over 50 people to learn

how CSR, SD and media agendas have evolved since 1992.

According to the report, European media leads the world in the amount of

coverage given to CSR and SD issues. But the study adds that US media

are paying increasing editorial attention, and US-based NGOs are

increasing their visibility.

"Businesses need to have a strategic approach to communicating their CSR

performance with a plethora of stakeholders," said Ketchum CEO Ray

Kotcher. "This isn't just about PR. Today's most progressive companies

are putting these issues on the board agenda and at the heart of their


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