Careers: Social Responsibility Management - PR with Profit

Quick – what do Apple, Best Buy, Caterpillar, Wendy’s, Hersheys, Nike, Exxon, Amnesty International and the UN World Bank have in common? Answer: They all have Social Responsibility Managers.

In years past (and alas, still in some dark corners), this title would raise eyebrows and elicit chortles of disdain - didn't Milton Friedman, the highly respected high priest of laissez-faire, free market puritanism always tell us that maximizing profits was the only objective of the corporate Mother Ship?

Well, turns out that aficionados of Mssr. Friedman can have their cake and eat it, too. For these days, more and more corporations are starting to see that maximizing profits - in the long run - necessitates a "triple bottom line": that is, "People, Planet and Profits." Put differently, doing what's right for the community, environment and shareholders can be totally compatible.

Social Responsibility Managers help their organizations become more responsive to environmental, human rights and health issues. Make no mistake: Social Responsibility is good business. It’s a good recruiting attractor, and it helps companies differentiate their “brand” and overcome (and hopefully avoid!) negative events such as scandals, etc. Some even say social contributions trigger a clever form of subconscious advertising (we think, “gee, they’re good guys!”).

According to CSRwire, a Corporate Social Responsibility "newswire," a survey of Fortune 1000 CEOs (conducted by PR firm Jericho Communications) found that 36 percent of respondents said their company is more conscious of corporate social responsibility since September 11, 2001; 52 percent think that corporations acting responsibly to communities around the world can ebb the support of terrorist group; 42 percent said a company’s responsibility for communities around the world should equal a company’s commitment to communities in the U.S.; and 82 percent believe in global warming (of which 72 percent believe business practices have either major impact or some impact on contributing).

The field of Social Responsibility Management is so new here in the U.S. (it’s very developed in Europe), there’s no clear cut career path yet, although some colleges are now offering Masters in Social Responsibility or Non-profit Leadership. A strong resume or degree includes subjects such as labor law, human resource management, environmental sciences or public affairs.

There’s no shortage of roles within corporations, governments and consultants. Maybe you’ll engage with philanthropic foundations; maybe you’ll negotiate with “sustainable partners” (suppliers, customers, etc.). Perhaps you’ll work in corporate communications or public relations – or even with/for financial companies (ever hear of socially responsible investing?). You might even design state, national or international government policies or compliance programs. Often, you’ll deal with inquisitive stockholders and demanding advocacy groups (i.e. labor unions and regulators.).

I suspect more and more colleges and universities will be offering degrees in this exploding field. The planet - and the company's profitability - depend on it. Welcome to the 21st Century.