education

IABC Communicating Social Responsibility Conference

Delivering corporate social responsibility messages that engage employees, enhance reputations and address society's challenges

Program

Browse the program below.

Schedule at a glance

Wednesday, 12 November

Thursday, 13 November

Full program

Wednesday, 12 November

8:00
Registration and continental breakfast

8:45–9:45
Opening keynote address:

Sustainable leader

As one of the world’s leading explorers, Swan brings a discussion of leadership, trust, mutuality and working together. In a tumultuous economic environment, all businesses are faced with challenges that can be met with the right leadership and commitment. Listen as he shares his story and insight about exploration to the North and South Poles, our environment and what it takes to overcome obstacles to achieve success. Swan embodies these characteristics everyday because trust, leadership and collaboration are not the ingredients of a successful exploration, they are a requirement if his team is to come home. A powerful discussion!

Robert Swan, OBE, is a polar explorer, environmental leader and Special Envoy to the Director of UNESCO. As the first man to walk both the North and South poles, Swan witnessed first-hand the damage to the Polar regions. Over a five-year period, he removed and recycled more than 1,500 tons of waste from the Antarctic Peninsula. He served as keynote speaker at the first Earth Summit held in Rio de Janeiro, and returned in 2002 to address the World Summit on Sustainable Development in Johannesburg. His many additional contributions to education and the environment have been recognized through his appointments as UN Goodwill Ambassador for Youth and a visiting professorship at the School of Environment at Leeds University. In 1995, Swan was awarded the Order of the British Empire (OBE).

9:45–10:20
A new International Standard for Social Responsibility: Global learnings for communicators
Join Meryl David, ABC, for an informative presentation on the new International Organization for Standardization (ISO) 26000 International Standard for Social Responsibility. She will share relevant learnings, trends and updates from the September 2008 ISO global plenary held in Santiago, Chile, where IABC again participated along with more than 100 global stakeholder groups in developing the standard.

You will learn:

• How this unique standard differs from others such as the Global Reporting Initiative Sustainability Guidelines and the ISO 14000 series, and ways it can be used by communicators
• The seven principles identified by the standard as critical for proactive social responsibility and tips on how communicators can integrate them into their organizations’ daily practices
• Why ongoing stakeholder engagement is a central element of social responsibility, particularly in these uncertain times

Meryl David, ABC, is senior communication manager at Zurich Insurance Company, co-author of a chapter on ethics in the IABC Handbook of Organizational Communication and IABC 2008 Chairman’s Award winner. As a volunteer, she has helped put Australia and the Asia Pacific region on the IABC map and represented IABC in what has been called ISO’s biggest ever multi-stakeholder process—development of the ISO26000 standard on social responsibility. A relative newcomer to Europe, she relishes the opportunity to share her knowledge and learn from the new perspective of an Australian born in South Africa, resident in Switzerland for a year and working in the multi-cultural head office of Zurich Insurance Company.

10:30–11:30

Does good corporate responsibility reporting produce ethical businesses?
The rise of corporate responsibility (CR) reports might make the casual observer think that there has been a revolution in responsible behaviour. However, the storm in the financial markets and increasing cases of unethical sales practices, bribery and corruption, environmental damage and greenwashing would suggest otherwise. Moreover, many of the companies and financial institutions involved in these scandals are producing, and even winning, awards for their CR reports. These events challenge our industry to question the real value of these reports and, more importantly, to find a way to measure genuine ethical behaviour.

This session with discuss how:

• Misleading CR reporting and communication devalues corporate responsibility
• Good CR reporting should communicate a thorough and qualitative analysis of an organisation’s best practice
• CR reporting is not just a communication role—it is inextricably liked to business ethics

Leo Martin is a founder and director of GoodCorporation. His career began as a fellow of the Overseas Development Institute followed by eight years at KPMG working on economics and strategy for governments and companies worldwide. His clients included AstraZeneca, Rolls-Royce, KLM, EDS, Pizza Hut, as well as a number of departments of government in the U.K. and Hong Kong. Martin also worked for Lord Sharman, then as global chairman of KPMG. He is the author of From Principles to Profit, the BBC Learning book on corporate social responsibility, and also the principle character in the BBC TV series Good Company, Bad Company, about corporate responsibility.

11:30–12:30

Corporate responsibility: Competitive advantage or hygiene factor?
Much has been reported about corporate responsibility (CR) and the shift in emphasis from brand risk to brand opportunity. But can companies truly establish CR as a source of competitive advantage? Dan Gray explains why CR may be destined to become a hygiene factor, unless organisations make a change in the way they practice and communicate environmental and social responsibility.

Key learning points:

• Reasons why many leading corporations have failed to stake a credible claim to market leadership
• The case for transforming the way we think, act and communicate about CR
• The five fundamentals for establishing genuine brand and competitive advantage

Dan Gray is an independent brand and engagement consultant, with over 10 years of experience in strategic communication management, and a director of IABC’s Europe and Middle East board. He’s also the author of Corporate Responsibility Matters, a blog dedicated to bringing intellectual rigour, strategic thinking and creative insight to discussions about CR strategy and communication, helping to separate the rhetoric from the reality and marking out the “conviction CR” from the merely “cosmetic.”

12:30–14:00

Networking luncheon

14:10–15:00

Guidelines for sustainability communication
Communicating sustainability or the sustainability of communications? Both are pressing issues and there are a host of rules, guidelines and recommendations to help you navigate your way. This session will explore some of the best guides on how to reach audiences with your corporate responsibility message and how to ensure your communications methods are ethical and sustainable. Solitaire Townsend will also visit the different international standards and industry guidelines that help prevent greenwashing and protect your brand.

This session promises to:

• Reveal the best tactics for responsibly reaching audiences
• Build understanding of different markets greenwashing and ethical standards
• Provide useful guidelines and tools

Solitaire Townsend is co-founder and chief executive of Futerra, the award-winning green communications agency. Futerra is now a force in the U.K., Europe, U.S. and Asia. Devising green campaigns for Microsoft, Sky and Shell or helping Greenpeace reach decision makers, Futerra is making sustainable development accessible and desirable. Townsend was named Ethical Entrepreneur of the Year 2008; is a member of the United Nations Taskforce on Sustainable Lifestyles; trustee of the leading think tank, Tomorrows Company; and one of 15 London Leaders for Sustainability. Townsend authored Futerra’s recent “Greenwash Guide.”

15:05–16:05

Best practices in corporate social responsibility communication
When embarking upon a corporate social responsibility (CSR) programme, organisations need to consider how they wish to position themselves and where the focus of their responsibility lies. Communication plays a key role in driving the vision and programme externally, but also in harnessing staff, suppliers and other stakeholders and motivating them to get behind the goal. This session will feature communication professionals who have experienced this process and handled the communication of their organisation’s CSR initiative. The panelists will discuss their learnings and share insights surrounding the challenges, surprises and outcomes.

This session will discuss how organisations can:

• Devise programmes that match the corporate positioning
• Mobilise internal actors
• Create dialogue with key influencers and stakeholders

Moderator / Sam Rowe is a communication consultant with 25 years of experience in corporate communication and media relations. She focuses on a blend of public affairs and issue management at a pan-European level and has worked with both the private and public sector. Rowe handles communication planning and crisis preparedness with corporations including the airline, oil, chemicals and food and drink sectors and is also an experienced media trainer. Rowe is president of the IABC/Belgium chapter.

Panelists / Owen Fitzpatrick, former director of communication at Truvo, has over 20 years of experience in private sector corporate communication at the European and global levels. From his start in petrochemicals he has progressed his career in pharmaceuticals, capital markets, fast moving consumer goods and advertising. His passion is corporate positioning, branding and identity and their application through investor relations, marketing communication and employee branding to enhance corporate reputation. He is a member of the IABC/Belgium chapter.

Jean Lépine is InBev’s global head of corporate social responsibility. Lépine has worked in both Government and private enterprise. He spent 10 years working as an adviser to ministers and premiers of both federal and provincial governments in Canada. He has spent the last nine years working in the pharmaceutical and beverage alcohol industry on regulatory and enterprise sustainability issues. He recently moved to InBev’s global headquarters in Brussels, Belgium, where he is helping InBev achieve its dream of becoming the Best Beer Company in a Better World.

Valoree Vargo is the head of communication at the International Post Corporation (IPC) in Brussels. She is responsible for developing strategic industry communications for the 24 member countries represented by IPC, as well as for its media relations and internal communication. Previously, Vargo served as executive director, communication and events at George Washington University in Washington, D.C. She also spent nearly 20 years with the United States Postal Service, where she led the worldwide Olympic sponsorship and was the director of marketing for its commemorative stamp program.

16:05–16:25

Coffee and dessert

16:25–17:30

Closing keynote address

Integrity check for public relations
As corporate social responsibility (CSR) and sustainability have become corporate buzzwords, concerns have been raised that organisations are only playing lip service to principles of sustainability. Accusations of ”greenwashing” have been made by NGOs, journalists and commentators, who have started to question companies’ motives. Experts will share what they are looking for and how companies can ensure that their CSR programmes are approved and well regarded by ”greenwatchers.”

This session will discuss:

• The expectations of NGOs and other experts
• Ways to engage with NGOs in devising CSR programmes
• The direction of CSR communication in the future

Moderator / Sam Rowe is a communication consultant with 25 years of experience in corporate communication and media relations. She focuses on a blend of public affairs and issue management at a pan-European level and has worked with both the private and public sector. Rowe handles communication planning and crisis preparedness with corporations including the airline, oil, chemicals and food and drink sectors and is also an experienced media trainer. Rowe is president of the IABC/Belgium chapter.

Panelists / Tom Dodd is a member of the corporate social responsibility (CSR) team in the Directorate-General for Enterprise and Industry of the European Commission. He has contributed to the development of European Commission policy on CSR, working in particular on the links between CSR and competitiveness and how to support the uptake of CSR amongst small and medium-sized enterprises. He is the co-author of Small Is Sustainable (and Beautiful!): Encouraging European Smaller Enterprises to Be More Sustainable. He started working for the European Commission in 1995, managing emergency humanitarian assistance to various African countries, and subsequently completed a four-year posting in the Commission's Delegation in Central America (Nicaragua). He is an associate of LEAD International, a global network of leaders in sustainable development.

Roberto Ferrigno is vice president of the public affairs practice at Weber Shandwick Brussels. He is among the founders of Greenpeace Italy and spent time working in senior management positions for Greenpeace in Rome, Brussels and Amsterdam. Previously, Ferrigno was the policy director of the European Environmental Bureau in Brussels and European PVC coordinator for the U.S.-based international coalition, Health Care Without Harm, where he followed issues such as the green paper on the environmental issues of PVC, the green paper on integrated product policy and the European Union strategy for sustainable development. Roberto spent time as the Italian appointed national expert in the Secretariat of the Section for Agriculture, Rural Development and Environment, the Economic and Social Committee of the European Communities (ESC) in Brussels. He has worked in the Italian Agency for the Protection of the Environment (ANPA)and was a member of the board of directors of the Italian Institute for the scientific and technological research on the marine environment (ICRAM).

Solitaire Townsend is co-founder and chief executive of Futerra, the award-winning green communications agency. Futerra is now a force in the U.K., Europe, U.S. and Asia. Devising green campaigns for Microsoft, Sky and Shell or helping Greenpeace reach decision makers, Futerra is making sustainable development accessible and desirable. Townsend was named Ethical Entrepreneur of the Year 2008; is a member of the United Nations Taskforce on Sustainable Lifestyles; trustee of the leading think tank, Tomorrows Company; and one of 15 London Leaders for Sustainability. Townsend authored Futerra’s recent “Greenwash Guide.”

Thursday, 13 November

8:15–9:00
Continental breakfast

9:00–9:50
Morning keynote address:

Building an effective corporate social responsibility strategy
For a business to be successful in the long term, it has to create value not only for its shareholders but also for society. Nestlé calls this, “Creating Shared Value.” It is not philanthropy or an add-on, but rather a fundamental part of the company’s business strategy. Simply stated, in order to create value for shareholders and the company, Nestlé needs to create value for the people in the countries where it is present. The company needs to demonstrate responsible behaviour by assuring compliance and sustainability.

The session will cover:

• The role of business in society
• Engaging stakeholders
• Reporting and assurance

Hilary Parsons has worked for Nestlé for 18 years, primarily for Nestlé U.K. Ltd. She originally joined the confectionery division and held a variety of roles in the corporate affairs department before becoming head of corporate affairs for the U.K. group, then head of corporate social responsibility. While at Nestle U.K., Parsons was involved in the launch of Nescafé Partners Blend Fairtrade Certified Coffee, making regular visits to Ethiopia and El Salvador to oversee project work underway with smallholder farmers covering social, environmental and economic aspects. She took up an international role for Nestlé SA in the public affairs department at the company headquarters where she is responsible for managing commodity issues on a global basis as well as taking the lead in developing Creating Shared Value, sustainability reporting and assurance, and external stakeholder engagement.

10:00–11:00

Measuring the business impact of corporate responsibility communication
How can you evaluate the communication activity you undertake? How can you measure how effective your messages are in reaching your stakeholders? How can you show evidence that your campaigns are making a productive contribution to the business?

This session will cover:

• The role of stakeholder opinion research in evaluating the success of corporate responsibility communication
• Expectations and communication preferences of different stakeholder audiences
• Learnings from previous research on key success factors for effective communication on corporate responsibility

Jenny Dawkins is a research director and head of corporate responsibility research at Ipsos MORI. Dawkins has extensive experience in stakeholder opinion research on the topics of corporate responsibility and sustainability. She recently worked on a 360-degree view of sustainability issues in the retail sector and has also conducted research for a wide range of corporate and nonprofit clients, including Marks & Spencer, the John Lewis Partnership, Kellogg’s, the Co-operative Group, Vodafone, Orange, BAT and Amnesty International.

11:20–12:15

The SMART2020 Report

The SMART2020 Report is the world's first comprehensive report on how the use of information and communication technologies (ICT) can dramatically enable a low carbon economy across all sectors. As it was envisioned, the report has captured the attention of audiences around the world. The SMART2020 Report illustrates an example of a high stakes communication endeavor—an enormous amount of resources and expectations surround both the process and the outcome. Joaquim Croca, board member for the Global e-Sustainability Initiative (GeSI), led the communication planning and execution of the SMART2020 Report and will talk about the power of communicating results of multi-stakeholder engagement.

In this session, Croca will:

• Describe the concept and motivation for developing this study, the methodology and how the results are being communicated
• Discuss the challenges, opportunities and long-term benefits of communicating within a sector as well as simultaneously reaching out to other sectors
• Share his unique experience of being involved in such a high-profile project

Joaquim Croca is corporate responsibility (CR) executive for Vodafone Group Services. He provides support to top-level management, takes the lead on communication with stakeholders and manages a global network of subsidiaries on CR issues. Previously, Croca was the CR manager for Vodafone Portugal, where he managed CR, electro-magnetic fields (EMF) exposure and Vodafone Portugal Foundation activities. Croca became attached to Vodafone in Portugal after spending 15 years in the Portuguese Navy, where he became a specialist in EMF.

12:15–14:00
Closing networking lunch