www.Biz2BizNWA.com 9
business practices. Instead of waiting for and become more involved in communi-
stronger mandatory reporting standards, ties. This is actually a way to separate your
look for ways to be proactive. Identify non- company from your competitors, and win
proprietary areas of operation where you more customers in the process. Research
can showcase the company’s prudent busi- shows customers are increasingly mak-
ness approach. As a result, you will likely ing buying decisions based on how they
be held up as a “best practice” among your feel about a company, and whether they
competitors, and viewed as an industry believe it operates in an admirable fashion.
leader. Looking for opportunities to make a positive
Engage Stakeholders
difference in a cause or community can win
you new market share and greater long-
Companies have a unique opportunity
term support. Above all, be open to learn-
now to engage various audiences in dis-
ing from the mistakes of others as well as
cussions about the company’s future. What
your own. Take a closer look at how you’ve
can a company do to engage stakehold-
done things in the past, and honestly evalu-
ers? A good example might be establishing
ate if those practices will carry you into a
a community advisory panel to provide
different world tomorrow. By doing so, you
feedback, or forming a committee of key
can give your organization new life.
vendors who can provide input to create
greater efficiencies. Most stakeholders are
Elise S. Mitchell, APR, Fellow PRSA Presi-
supportive and willing to help when their
dent and CEO, Mitchell Communications Group,
input is sincerely desired.
Inc., has more than 20 years of experience in
the field of public relations. She founded her
Be Admired
group in 1995 and has built it to be a highly
Nowadays companies are expected to
respected, award winning integrated communi-
adopt more socially responsible practices
cations and organizational development firm.
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