Trust: The True Power of Digital Sustainability

As part of January’s CSR / Sustainability Communications and Reporting Series we reach out to those at the vanguard of thought leadership in each theme. Today’s guest, for me, epitomises this growing group of advocate professionals forcing the agenda way beyond formal corporate job descriptions. By pushing past offered authority to educate and inspire, John Friedman and those like him are the energetic (and if you are ever lucky enough to meet John you may need enthusiasm protection equipment) real catalysts of change.

Below are a few words from John sharing his thoughts on trust, sustainability, PR and digital media, covered in much further detail in his new DoShorts book, PR 2.0: How Digital Media Can Help You Build A Sustainable Brand. 

“Several trends have come together to transform how organizations can effectively communicate with stakeholders.

1. The instant information age has irrevocably changed how people want to create, share, receive, judge and interact with information.
2. The focus on transparency and authenticity driven by the emphasis on corporate responsibility has transformed the role of business communicators from developing and disseminating messages to engaging stakeholders.
3. While “public relations” is often a synonym for “media relations,” its real value is maximizing how an organization manages its relationships with its various publics.
4. Digital media offer many of the same attributes that make face-to-face the most effective form of communications; including interactivity, immediacy and the ability to establish relationships despite physical distances.
5. The fragmentation of media audiences, increasing skepticism of traditional corporate messages and a digital-savvy workforce and consumer base necessitate that companies take advantage of the tools are available and use them most effectively.

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David has a 17-year history working in the CSR and sustainability field, initially in community engagement at Everton Football Club where he spent eight years. Following his work at Everton, David founded Coethica, a consultancy focused on communications and strategic development including engagements with some of the world’s leading companies including Microsoft, Timberland, L’Oreal, UBM, Diageo, Societé General and SAP. David has also actively supported and campaigned for social change with numerous non-profit board level positions. David worked with 3BL Media during the initial launch of the company in 2009.