Living and Giving

Top 4 International Insights for Fortune 500 Companies

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For Fortune 500 companies wanting to make a difference in global CSR, here are some tips on what to watch out for.  Congratulations on serving our global community. Your efforts will enhance your brand and employee commitment, while also serving nonprofits on the ground who deliver critical services in education, health, the environment and more.    Best wishes as your company makes its unique, global impact.


“Seamless Strategic Planning” for your international corporate community relations indicates that the domestic and international are tied to overall corporate strategic objectives. If your company doesn’t have a Strategic Plan and U.S.-based Community Relations Plan – those are the areas to start. Make sure these two plans are wedded and practiced; lessons learned on the domestic scene can be applied to the international arena. Once these two areas are established, international community relations is a natural, albeit at times complex, expansion of planning.


Finding the right “NGO Nuance” and NGO Partner can take time – and it is not solely related to a common area of interest such as supporting education or the arts. Finding the NGO Nuance takes it one step further, by identifying “on-the ground” partners, and, the right cultural synergy between the company and a particular NGO. These steps help ensure an effective working relationship.

Successful companies ensure that their community relations objectives incorporate the following areas: the greatest needs within the local community where the company is operating; how these needs fit their corporate objectives, both domestically and internationally; and the input of both U.S. and local, country-based employees. In addition, identifying “on-the-ground” NGOs partners provides community buy-in, and by working with an already established partner, more rapid and scaled results for the company. Alternatively, by not working with these partners, companies may cause damage in their efforts to establish long-term relationships. Finally, before agreeing to a partnership, the company spends time with the NGO – exploring the “NGO Nuance” – to make sure there is a synergy and potential for a positive relationship.

Key areas to note are “hot spot” issues. “Hot spot issues” are issues critical to the community. Addressing these issues can win companies great favor and community standing. However, if these issues are volatile or cause community strife, they are often best times left for the local government to address. If your company is planning to stay in the community for decades, then such a commitment necessitates establishing long-term relationships with local governments and politicos. Through a multi-partner approach, these “hot spot” issues can be addressed.


The companies which maintain effective community relations practices and long-term relationships are the ones who commit to “Communications as a Core Principle” of their efforts. Communications must be frequent, multi-level, and multi-partner inclusive. In addition, Communications Plans must take into account the following areas international media outlets; cultural factors; and perceptions which may arise. The type and tone of communications which are readily accepted within the United States, are not always well-received outside of the U.S. Ensure that your Communications Team has the skills and experts to determine the right messaging and positioning applicable to each, unique local international effort.


Communication as a Core Principle allows you to set the groundwork for establishing long-term relationships. And that’s “Creative Trust.” “Creative Trust” is built over time through frequent communications and actual execution with excellence. It’s in your company’s Speaking and Living. The message – what your company “speaks”– and in the practice, of how your company “lives” on the ground. A critical point in Creative Trust is it not only your company’s formal communications and events – but also the action of every person and employee who represents your company – and the Company’s Creative Trust – in the day-to-day life of the community.