CSR as Innovation Prepared by Diana Adair, MBA ’06 March 14, 2007 Professor Kellie McElhaney MBA 292: Strategic Corporate Social Responsibility

Table of Contents CSR Overview CSR Communications Google Case Study Working at Google

CSR Philosophy Mission: Organize the world’s information Culture of innovation: Don’t be evil Corporate leadership: Setting an example

Key Challenges ? What are the challenges facing technology companies? What are the challenges facing Google?

Key Issues Public Policy: Net neutrality Employer: Diversity Privacy: China Environment: Minimizing impact Ethical: Transparency

Highlights Employer -“Green” benefits -Organic, locally-grown food Philanthropy -Google.org -Google Grants Business Strategy -Corporate Environmental Programs -Product-specific

Table of Contents CSR Overview CSR Communications Google Case Study Working at Google

Stakeholder Engagement Media Competitors SuppliersNGO’s Governments InvestorsEmployeesCustomers EnvironmentCommunities

8 Components of a Newsworthy Change Timeliness Impact Prominence Proximity Conflict The Unusual Currency Story Media

Internal Communications Weekly TGIF Town halls Internal news Culture Innovation Employees

Table of Contents CSR Overview CSR Communications Google Case Study Working at Google

Google’s Solar Panels Key elements: messaging, authenticity, timing, consumer appeal

Table of Contents CSR Overview CSR Communications Google Case Study Working at Google

My Job PR for advertising products CSR strategy and “green” initiatives

Working at Google Global Communications and Public Affairs Apply Online:

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