Guest post: Context has got it wrong, says Kevin Moss

Responding to the first In Context Bulletin, Kevin Moss, Head of CSR at BT Americas, argues that we've got it wrong, blogging really can enhance corporate sustainability

The latest In Context Bulletin misses the true value of blogging to corporate responsibility.

The world of corporate communications is changing. There used to be a clear line of demarcation between the individual as an executive communicating a corporate message and the individual as a private citizen exchanging personal views. Corporate communications that represent the company position tend to be one to many. Private citizen communications would be two-way but limited to very small audiences.

With the tools afforded by the internet, and blogging especially, there is a great blurring of these two options that I see will bring great value to corporations and to corporate responsibility.

In large organizations, whether for-profit, NGOs or government, the individual connection between the employee and the external stakeholders can be lost. The internet is an equalizer for small to have an equal voice to large. And the internet also has the capacity to serve as the personalizer, allowing executives in large organizations to share their personal views and be more connected as individuals with their stakeholders.

Simply having a company blog open to comments from readers gives a key message on the importance and acceptance of differing viewpoints to that company. When truly an expression of the views of an individual business executive, blogging provides a strong foundation for individual accountability. And through opening him or herself up to a more personal connection with readers I believe the executive blogger (CR practitioner or otherwise) creates an environment in which the views of their external stakeholders are front of mind in their decision-making.

Blogging as a communications tool for CR practitioners is interesting, but blogging as a mechanism to bridge the gap between company executives and stakeholders is a compelling route to ever-improving corporate responsibility.

Kevin Moss has responsibility for implementation of BT’s Corporate Social Responsibility (CSR) strategy in North America. The role covers a broad scope of sustainability issues including environment and climate change impact, community investment and business ethics. He shares his thoughts about the intersection between Information Communication Technology (ICT) services, business and sustainability on his blog at www.csrperspective.com

Goodbye recession, hello upturn!

If we have learned one lesson from the hardship of the past 18 months it is this: corporate responsibility does indeed matter. It was irresponsibility in our most important institutions that fired and fanned the global economic crisis.

As we look to a brighter 2010, two issues are clear. First, with limited resources and ever-growing demands, super-sharp strategic thinking is needed to ensure that corporate sustainability delivers the maximum return on investment.

The cutting has been done, now is the time to grow. Most of the value will flow from exploiting new business opportunities created by a global shift to sustainability.

Second, market demand for social and environmental performance information is increasing. Bloomberg has brought these data into the mainstream and other information providers are expected to follow.

This, combined with the wild growth of online social media, has made effective corporate sustainability communications an imperative. The shy will fail to capitalise on their investments.

We expand on these points in our latest publication, the first of our quarterly bulletins. We want the conversation to continue here, so please comment freely.