csr as innovation prepared by diana adair, mba ’06 march 14, 2007 professor kellie mcelhaney mba...
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CSR as Innovation
Prepared by Diana Adair, MBA ’06March 14, 2007
Professor Kellie McElhaneyMBA 292: Strategic Corporate Social Responsibility
Table of Contents
• CSR Overview• CSR Communications• Google Case Study• Working at Google
CSR Philosophy
• Mission: Organize the world’s information
• Culture of innovation:Don’t be evil
• Corporate leadership:Setting an example
Key Challenges
?What are the challenges facing
technology companies?
What are the challenges facing Google?
Key Issues
• Public Policy:Net neutrality
• Employer:Diversity
• Privacy:China
• Environment:Minimizing impact
• Ethical:Transparency
Highlights
• Employer-“Green” benefits-Organic, locally-grown food
• Philanthropy-Google.org-Google Grants
• Business Strategy-Corporate Environmental Programs-Product-specific
Table of Contents
• CSR Overview• CSR Communications• Google Case Study• Working at Google
Stakeholder Engagement
Media
Competitors
Suppliers
NGO’sGovernments
Investors
Employees
Customers
Environment
Communities
8 Components of a Newsworthy
• Change• Timeliness• Impact• Prominence• Proximity• Conflict
• The Unusual• Currency
Story
Media
Internal Communications
• Weekly TGIF• Town halls• Internal news
• Culture• Innovation
Employees
Table of Contents
• CSR Overview• CSR Communications• Google Case Study• Working at Google
Google’s Solar Panels
• Key elements: messaging, authenticity, timing, consumer appeal
Table of Contents
• CSR Overview• CSR Communications• Google Case Study• Working at Google
My Job
• PR for advertising products• CSR strategy and “green” initiatives
Working at Google
Global Communications and Public Affairs
Apply Online:http://www.google.com/support/jobs/bin/answer.py?answer=57961
Questions?