Yesterday, I was interviewed by Media for a story about corporate sustainability in Asia.

In addition to discussing the corporate reputation benefits of 'going green' in Asia, we touched on the role of the PR industry in this burgeoning CSR/Sustainability space.

While we, as PR professionals, are often approached by clients to craft green messages and communicate sustainability credentials to internal and external stakeholders, it is perhaps more important for us to provide clients with insights into stakeholder expectations as it relates to their environmental and social practices and to facilitate engagement with key stakeholder groups (i.e. NGOs, government, employees, consumers…). In doing so, we not only strengthen trust between the client and their key constituents, but also enable the client to identify material sustainability issues that can then be leveraged to improve their environmental and social performance.

For more on the importance of stakeholder engagement in the context of CSR/Sustainability performance in our region, read a post from Rita Sully, HP CSR Manager for Asia Pacific, at her blog, Corporate Social Responsibility in APJ.