Simple steps to build your Corporate Responsibility Communications Program

1. Fenton’s Good Business Corporate Responsibility Communications Presented By: Susan McPherson December 2, 2010

3. Our Take 12/03/10

4. What is Good Business Communications? 12/03/10 Stakeholder engagement Corporate communications Cause marketing programs Sustainability reporting Content development Public-private partnerships Fenton progress, accelerated { >

6. CR Communications Impacts Bottomline 12/03/10 Nurtures and grows stakeholder trust Helps attract and retain talent Eases governmental and NGO interference Supports and enhances the brands Builds critical relationship capital Softens barriers to market entry Creates a framework for cross-brand alignment Enhances financial valuation

7. Evolution of Expectations and Engagement 12/03/10 DEFENSE & RESPONSE

8. Evolution of Expectations and Engagement 12/03/10 TACTICAL OFFENSE DEFENSE & RESPONSE

9. Evolution of Expectations and Engagement BRAND COMMITMENT 12/03/10 DEFENSE & RESPONSE TACTICAL OFFENSE

10. Evolution of Expectations and Engagement BRAND COMMITMENT 12/03/10 DEFENSE & RESPONSE TACTICAL OFFENSE BUSINESS STRATEGY

22. FTC Guidelines 12/03/10 FTC's draft guidelines inform companies to NOT make "unqualified general environmental benefit claims" -- such as calling their products "green." Under current rules, those broader claims are fine as long as the businesses can provide evidence that the product is better for the environment in specific ways. Proposed change is part of a long-pending revision to FTC's Green Guides, which would also set out the first federal ground rules for the marketing of carbon offsets and renewable energy credits.

23. Thank You