Jill Schmidt Chair, Corporate and IR Group Carmichael Lynch Spong

Christopher Bauer Owner Bauer Ethics Seminars

Ann T. Subervi President Utopia Communications

Because of greater access to information, namely, the Internet—the average consumer can scrutinize a company's practices, from how it treats its employees to its environmental footprint, more carefully than ever before. The implications are clear: Not only must companies communicate clearly about ethics and social responsibility; they must also live up to their hype. And that's where agencies come in—with corporate social responsibility (CSR) representing both a new business opportunity for firms to step in and counsel clients, and a call to arms.

But determining PR's role in ethical business can be tricky, and it means your clients—and you, as well—must take the high road. Here's a look at what several experts had to say about communicating corporate responsibility, from how it's done to caveats and notes of caution to those seeking to cash in on today's crisis of trust in Corporate America:

1. Be clear, and start early. "This is, ultimately, a case where simpler is better. Clear, direct, unambiguous comments work best here—'artful' or high-concept language isn't needed: Go for absolute clarity," says Christopher Bauer, Ph.D., owner, Bauer Ethics Seminars. "The ethics/CSR message can't be preachy and the agency's words have to match their actions. I know these ideas sound obvious but, again, agencies slip up on both of these all the time—especially on the latter."

2. Start early and be direct. Weave that message into early communications with the client, Bauer says. Make it part of the conversation from the outset "so that ethics and CSR are simply a part of how the firm is identified in the client's mind."

Ann T. Subervi, president, Utopia Communications, calls for directness. "We're an ethically focused agency, and we tell prospects up front that we only work with highly principled clients who put a premium on CSR. If they don't buy in on the importance of CSR [from the beginning], they're probably not a good fit for our agency," she says. "We feel strongly that CSR is integral to good public relations, and the clients we choose to work with feel the same way."

3. Walk the walk yourself. "Too many agencies use CSR, ethics and reputation management as buzz words to close a sale. They would do well to make sure they are internalizing these concepts before they look to sell them to others," Subervi says. "Few agencies actually do true ethics training, and fewer still enforce ethics among the rank and file—or their clients."

Bauer agrees: "If you believe an agency's role is simply to be a mouthpiece for the client, I think that you have already abdicated a significant piece of your ethical obligation," he says. "Word gets around—a lack of integrity with any client will get back to the rest of the agency's clients sooner or later."

But you don't have to walk in lockstep. "A firm's vision of CSR need not match those of the client," he adds. "However, it is important that the firm's ethical and CSR visions and those of the client's not be in direct conflict."

Scott Beaudoin SVP, Director of Cause Marketing MS&L

Michael Buckingham Founder and Creative Director Holy Cow Creative

"Studies show over and over again that good ethics are good business," notes Bauer. "Since an agency should be committed to their clients' success, modeling and reinforcing good ethics for their clients are simply good PR practices."

Schmidt agrees: Ethics and social responsibility need to be part of the overall business strategy. The role of the agency is to provide wise counsel—even when it's uncomfortable.

5. Speak out and make "recommendations." If the client's ethical behavior isn't matching its ethical message, the agency needs to speak out. You must be willing to have those difficult conversations, Schmidt says. "You have to be willing to provide the counsel."

Bauer agrees. "It seems to me that part of the agency's role is to actively point out ethical and CSR issues it sees in its clients' dealings and image," he says. "This is no different than any other feedback the agency would provide to help protect the client's image in the marketplace."

Michael Buckingham, founder and creative director of Holy Cow Creative, works exclusively with churches—and even his clients struggle with this. "I put on the hat of educator. Often, the best response is very simply, 'While I appreciate what you are trying to do, we can't do that and here's why.'" And that must be followed by a solution—a recommendation, he says. "The word 'recommend' carries a lot of weight and repositions their viewpoint. It reminds them who you are."

6. Customize the message. Ethics and social responsibility may be absolutes, but how you communicate them isn't. Agencies can help a client understand who its stakeholders are and craft its messages accordingly, says Schmidt. A company can't be all things to all people. Your agency can play a critical role in developing a picture of what your clients stand for and communicating that.

Beaudoin, too, stresses that point. MS&L conducts strategic analyses of each client's existing efforts and initiatives. Using those findings, it works with each client to develop a robust communications strategy, he explains. "As an industry, we must counsel our clients on the best way to add their stories to this conversation with both context and credibility." MS&L does this by:

• "communicating with multiple audiences;
• using third-party credibility;
• creating and building research-driven insights that educate, engage, and activate;
• utilizing online and off-line storytelling techniques; and leveraging influencers and societal context to achieve CR objectives."

7. Remember that values matter. Beaudoin cites a new MS&L survey (conducted in partnership with GfK Roper), that examines some of the corporate values consumers find most important. Among other things, it found that 56% of Americans said it is crucial for them to know about the values of the companies with which they do business.

The survey revealed that financial success and corporate responsibility are not mutually exclusive: "The findings underscore the need for marketers to shift their business focus from being driven by a coherent set of core values to one that emphasizes how those values can be communicated effectively at every touch point," says Beaudoin. Otherwise, clients "risk undermining both their relationships with their customers and their long-term success."

Roxanna Guilford-Blake [roxannaguilfordblake (at) yahoo (dot) com]