AEB, which represents the interests of European companies in the Russian market, organised a round table on the subject of corporate social responsibility. At the meeting Galina Skatkina, Associate Director of Corporate & Public Affairs at Fleishman-Hillard Vanguard, spoke about «CSR: Choosing the Right Direction» and shared the agency’s knowledge on how to successfully implement projects in this field.
Heads of Department, PR and CSR managers from large international companies participated in the round table. There were representatives from BAT Russia, BDO, Novo Nordisk Russia, Staffwell, Mazars, Cloudwatcher, and also representatives from the mass media. The participants spoke about modern experiences in the field of CSR and how to work effectively using various business models. They also discussed different aspects of CSR programs, such as economic advantages, the role of internal communications, cooperation with business and the non-commercial sector.
Galina Skatkina spoke about the importance of choosing the correct direction when planning the CSR program and using the right tools. She commented, «Being a company which consults in the field of reputation management, we see CSR projects as an obligatory element of corporate strategy for company-clients wishing to improve their reputations in the market. A variety of the options exist in this sector. It is important that programs of corporate responsibility follow the specifics of your business, and for this purpose it is important to consider the environment in which you operate – both internal, and external».