ABSTRACT
Most organizations are concerned about their image and their brand, and many organizations are finding that sustainability can enhance both. Marketing and public relations professionals have an important role in this. They can help an organization understand how its market segments feel about such things as corporate social responsibility and the environment, and they can help an organization develop a coherent and compelling message. These issues are ultimately senior management decisions but, as with all marketing, it is best when sustainability is embedded in the entire design and delivery process than added as an after-thought at the end of the process. In this chapter we cover issues that marketing and public relations directors should discuss with top management.
