NEW YORK: RF|Binder Partners has expanded its corporate responsibility services, partnering with Susan Ellis to strengthen its CR initiatives for businesses.
After years of doing CR work for various companies, such as Bank of America and Staples, the agency has increased its efforts to answer the needs of clients who want to delve deeper into the area, said Daniel Sieger, senior managing director at RF|Binder.
Sieger will be leading the new practice with the help of five or six team members and the expertise of Ellis, who founded Lilium Consulting and has an extensive 15-year background in the corporate environmental and sustainability field.
Prior to RF|Binder, Sieger and Ellis worked together on environmental reports at Toyota.
“What makes this alliance unique is that we have communications experts at RF|Binder and we're working with Susan, who knows global reporting initiative standards and can talk to environmental engineers or water engineers in their language and then work with us to help get those messages out,” Sieger explained.
The agency has also decided to use the term “corporate responsibility” rather than “corporate social responsibility” to ensure that all areas of a company's work, including environmental and economic aspects, are covered.
Under the new practice, RF|Binder will not only offer strategic counsel to its clients, but also help them develop messages, brand alignment, and media relations through a number of conventional and digital channels.
“We can go beyond what the traditional PR firm can do,” Sieger added. “We can help build programs, report on these programs working with Susan, and then publicize and communicate about them.”
The agency, which bolstered its social media outreach in November by hiring former NBC Universal executive Nada Arnot as chief digital officer, added the CR practice to expand its service offering to clients.
“We're trying to bring in more sophisticated offerings to clients to help them tell their stories in a more complete way,” Sieger said. “Ultimately, we want to be able to approach a company and do more and more for them.”