Chinese and international stakeholder expectations of companies operating in China are evolving. Interlinking and sometimes conflicting developmental, political, and cultural legacies and priorities provide part of an organization’s operating context – in and in relation to – China. This shapes evolving and differing notions of corporate responsibility for both multinational and domestic companies.
Guidelines from key government ministries in China, such as the Ministry of Commerce and the State-owned Assets Supervision and Administration Commission of the State Council, increasingly guide and encourage companies to act responsibly. Moving beyond philanthropic activities, companies are expected to communicate their efforts to contribute to China through sustainable approaches to economic, environmental and social development. Companies are increasingly encouraged to report on their Corporate Social Responsibility (CSR), a trend we expect to become more prevalent in the years to come.
In China, Burson-Marsteller has developed programs and reports for clients to explain and promote their CSR commitments and actions. Our objective is to help our clients to manage risk and create competitive value in this dynamic arena. We work with clients that have a comprehensive approach to corporate responsibility. Whether it is through social investment and strategic philanthropy or issues management, we work alongside our clients to formulate effective programs and approaches focused on business, environmental and societal impacts.
Government in China is placing an increasing onus on CSR practices. CSR with “Chinese characteristics” attaches significant value to improving socio-economic welfare, commitment to sustainable development and nurturing public interest in responsible practices. As a result, CSR campaigns that incorporate China’s broader goals for society and economic development are well received by government and other Chinese stakeholders.
In communicating CSR, we engage with stakeholders to help shape dialogue and partnership strategies, building relations with community groups, government officials, NGOs, socially responsible investors and other key stakeholders. We put together strategies for enhanced CR and sustainability reporting, while identifying various means for communicating CSR programs and policies to media and other key audiences.
Burson-Marsteller offers our clients counsel in four core areas of expertise:
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Risk assessment and issues management
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Policy and program development and initiatives
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Stakeholder engagement and partnership
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Implementation and communications
As a globally integrated company, we can also work as a team drawing on knowledge across our offices in the United States, Europe, Asia-Pacific and Latin America – and our practices from corporate to health care, public affairs to media, research/polling to brand marketing – to advance client interests on a wide range of CSR and corporate reputation issues
We believe corporate responsibility and corporate reputation are inseparable. We are confident they can contribute to a stronger bottom line, to China's development goals, and to a better world for all.
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