United States

Communication World, May-June, 2005 by Monica Sarkar

Expectations and demands around corporate social responsibility PR have changed, particularly in terms of how and to whom HewlettPackard communicates. In the past, there were distinct audiences for our business strategy on one hand and our global citizenship programs on the other. Today, regular, credible communication about both to a broader and more diverse group is critical, and it becomes much less about PR than it does about reporting progress and growth. Our shareholders, for example, have traditionally focused on business issues, financials, long-term strategy, etc. Now, they are increasingly interested in accountability, not only for operating ethically, but also for engagement with the communities where we do and plan to do business. Conversely, nongovernmental organizations, policy makers and the media--some of the more traditional audiences for social responsibility--now recognize that a firm's approach to global citizenship must be sustainable and stimulate business at some level, and that for companies like HE the two are closely aligned.

Monica Sarkar

Palo Alto, California, USA