Thank you for your question, it’s very interesting.
A simple search on Google on the words “Climate change” will prove the importance of promoting environmental ideas and solutions. 66 000 000 hits and a continuous interest on the subject (check out: http://www.google.com/insights/search/#q=climate%20change&cmpt=q). Trend reports also shows that all though media has a small decrease in interest on the subject, the population is more concerned than ever. This is something PR consultants have to take into account when advising their clients. Earth Hour is a good example on how media – and people – all over the world got engaged in a green campaign. It is also a good example on an important angle on the subject: The campaign gave people a chance to do something actively and easily for a better environment. I believe this is the way to go in present future. Both media and their users are tired of being exposed to major environmental crises and the feeling of helplessness. So if one want to succeed in getting people’s attention, one have to give concrete options on have to act, for a better environment. And yes, based on this, the PR industry may be a driver in Ukraine of the green movement. (As a bonus, many PR consultants may find it motivating to work with CSR and “green ideas”, simply based on one’s own values and the need to be a part of the solution.)
Concerning your question about who goes first on CSR. My personal experience is that this goes both ways. Some companies are well ahead in their CSR work, others start their CSR work on an initiative from the PR agency. Whichever solution chosen, I believe it’s fundamental that the CSR work is integrated throughout the whole company and based on the companies’ values and mission.
I hope this answers your questions.
Thanks!

Aina

Thank you for your question, it’s very interesting.
A simple search on Google on the words “Climate change” will prove the importance of promoting environmental ideas and solutions. 66 000 000 hits and a continuous interest on the subject (check out: http://www.google.com/insights/search/#q=climate%20change&cmpt=q). Trend reports also shows that all though media has a small decrease in interest on the subject, the population is more concerned than ever. This is something PR consultants have to take into account when advising their clients. Earth Hour is a good example on how media – and people – all over the world got engaged in a green campaign. It is also a good example on an important angle on the subject: The campaign gave people a chance to do something actively and easily for a better environment. I believe this is the way to go in present future. Both media and their users are tired of being exposed to major environmental crises and the feeling of helplessness. So if one want to succeed in getting people’s attention, one have to give concrete options on have to act, for a better environment. And yes, based on this, the PR industry may be a driver in Ukraine of the green movement. (As a bonus, many PR consultants may find it motivating to work with CSR and “green ideas”, simply based on one’s own values and the need to be a part of the solution.)
Concerning your question about who goes first on CSR. My personal experience is that this goes both ways. Some companies are well ahead in their CSR work, others start their CSR work on an initiative from the PR agency. Whichever solution chosen, I believe it’s fundamental that the CSR work is integrated throughout the whole company and based on the companies’ values and mission.
I hope this answers your questions.
Thanks!

Aina