Recognition Underscores Growing Importance of Corporate Social Responsibility in China

SHANGHAI, 23 November 2007 - Hill & Knowlton Shanghai was honored with three awards at this year's Shanghai PR Awards. Presented by the Shanghai PR Association, the awards recognize outstanding work being done by PR industry professionals. Hill & Knowlton Shanghai shared accolades with its clients Pernod Ricard China, Lock & Lock, and the London Mayoral Visit for effectively communicating their commitments to the community in the areas of road safety, environmental protection and local athletics support, and cultural exchange, respectively.

"We are delighted to be recognized for our dedication to producing industry-leading work," said David Zhao, managing director of Hill & Knowlton Shanghai. "The widespread public and industry acknowledgement of these campaigns affirms the growing importance of corporate social responsibility in China and emphasizes the need for CSR programs which effectively engage with stakeholders."

As consumers, media and government place companies under greater scrutiny over their impact on society and the environment, more companies in China are putting CSR at the top of their agenda. "Lock & Lock supports corporate social responsibility programs and is committed to initiatives that give back to local communities," stated James Kim, Hana Cobi president. Lock & Lock initiatives such as its environmentally-friendly Green Restaurant campaign and its National Sports Training Center sponsorship reflect the expanding social role of corporations.

CSR has evolved into a strategic competitive differentiator in China. Kathie Wang, Communications Director of Pernod Ricard China, highlighted the importance of creating relevant campaigns that make a difference and win stakeholder support. "Since the launch of our nationwide Anti Drink-Driving Campaign in partnership with the Road Traffic Safety Association of China in 2005, we have achieved significant results in terms of raising awareness about the dangers of drink-driving," she said.

A recent survey conducted by Hill & Knowlton and MORI to understand how financial analysts assess companies and their performance found companies should not underestimate the importance of corporate social responsibility. Asian analysts monitor environment, community and employee conditions and factor these non-financial attributes into their assessments. Almost all analysts responded that a company's reputation can have an effect on financial performance. 

Hill & Knowlton Asia Pacific has launched a new Corporate Social Responsibility 2.0 offering that focuses on helping companies respond more effectively to growing activism from stakeholders. Hill & Knowlton brings the expertise companies need to analyze the interrelationship between a corporation, society and the environment, as well as the strategic counsel that allows companies to develop corporate responsibility initiatives that deliver major impact for their business strategies.

"The strategic approach of CSR 2.0 combined with the genuine desire for engagement with stakeholders because it makes good business sense provides a new direction that companies need to take," said Glenn Schloss, regional director, corporate communications, Hill & Knowlton Asia Pacific.