Publication Date: 2011, Summer
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For PR practitioners, focusing on sustainability can launch more substantive roles with companies and clients. It elevates traditional PR functions and puts the brand expert squarely in areas of C-suite-level operational change and long-term risk management.
Sustainability makes issues-focused public relations pivotal in business management innovation. Its brand boosting powers improve margins and mitigate the negative impacts of corporate behavior on the community and the planet. Let’s see a press release do that.
And unlike other PR campaigns, which beg for evidence to back up their claims, “prove it” is a basic mantra of sustainability communications. Here’s an overview of the emerging practice:
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