The International Association of Business Communicators (IABC) World Conference featured a line-up of the best communicators and thought leaders in Social Responsibility (SR) from around the world.

Topping the bill was Bob Willard, author and notable speaker on sustainability, who is committed to pushing the green and sustainability agenda by making the business case to corporations. Bob has single-handedly built the business case for sustainability, publishing books and online guide for communicators to use to increase "the ripple effect."

Also on the podium, Lynn Patterson, Director, Corporate Responsibility Strategy and Communications at RBC who’s an in-demand speaker because she provides perspectives and tactics straight from the SR trenches.  Her successful modular, multi stakeholder communications planning earns Lynn the reputation as one of the best champions on SR in Canada, if not, the world.  We were fortunate to have Lynn share her “hands-on” experience with us. 

How to be a green communications champion

Like Lynn, Bob also guides executives and managers in how to be a sustainability champion in an organization.  He made it clear that communicators have an essential role in guiding and pushing the SR agenda in business.  

His message hit home where it really mattered.  Speaking to IABC members, those of us who guide and counsel leading corporations, government and non-profits in furthering social responsibility goals and benefits in business communications.  Many communicators, like myself can often find that we are unwittingly put into the role as synthesizes and interpreters of the corporate culture and zeitgeist. 

Bob’s groundbreaking work is particularly useful for SR communicators. For many reasons, we become cross-functional holders of the holistic perspective on SR. He’s the expert guide as we build consensus towards an SR strategy, getting buy-in, moving across the business and up to C Level.  He’s a good man to have onside.

Bob even walks his talk, owning not one but two hybrid cars and preferring to present his talks using video conferencing to air travel.

You can check out his roster of publications on his sustainability web site.

BBC News reports that two rival groups with two different business models, but similar environmental agendas and sustainability philosophies have come to the table to do battle over control of the dot eco space. 

Who is going to control the lucrative green business space on the Internet?
One group, backed by Al Gore is bidding to operate the dot eco space.  The other bidders, a Canadian environmental consortium known a Big Room has also applied to Icann – the regulatory body with oversight for domain names.

Both groups follow the “give back to the planet” model, which is terrific. Given Al Gore’s claim to backing the Internet from the get go, naturally he’s advocating a percentage of profits from sales of dot eco domain names is given away.  The sale of domain names would raise funds for organizations to affect change. Meanwhile, the Big Room folks plan to generate money from the sale of dot eco domain names to fund sustainability projects that empower, globally.

What’s the difference? 
This is a productive conflict that would help define the dot eco space, commercially, ethically and socially – the triple bottom line - the three crucial aspects of sustainability.  So exactly what is the difference? The Al Gore backed group proposes a labeling system to endorse companies with green credentials.  This would provide and promote a niche marketing space for green business.   Big Room would also request green companies meet certain criteria when applying for a dot eco web address. 

Along the sustainability journey

The journey towards growing and marketing green business is proving promising.  There is ample opportunity for companies and individuals applying for a dot eco address, but they would have to understand the ground rules in order to play in that space. 

These are interesting times to be witnessing the shaping of social responsibility frameworks and the forging of valued business partnerships.  This is truly an unprecedented opportunity to align business agendas with sustainability’s triple bottom line.

The Internet’s democratic legacy is playing on.  It can only get better.  Dot eco domains will go on sale in 2009.  

So complex and challenging is the sustainability agenda that having just finished off a Social Responsibility report, I'm feeling like Joe Carter.  How's that?  At the bottom of the 9th, his was the home run that sealed victory for the Blue Jays World Series win.  He stood in the loneliest place in the world.  Hitting the home run on sustainability is almost as difficult!

Tackling the sustainability issue triggers key issues that arise from within the corporate zeitgeist.  Are we doing this because it’s the right thing to do or the smart thing to do?  Is the driver for sustainability a means to an end, i.e., profitability, or is it a moral imperative, about high minded ethical behaviour towards the planet, environment, diversity, our people?

Fortunately, “saving the world” isn’t what the best sustainability champions are pushing these days. The good ones are solving business problems by talking about the issues.  That’s where we communicators enter the conversation, because we’re trained to think in terms of messaging from a WIIFM (What’s in it – for me?) strategic perspective.

More experts agree that companies are at very different stages in declaring the benefits of sustainability and that’s where we can help in translating sustainability efforts into relevant strategies and goals.  But ensure there's a sustainability champion heading up your team (like I did) otherwise that home run may elude you.   

Today, I sat on the other side of the table. I like these opportunities to work both sides - client and vendor, corporate and non profit, because a certain satisfaction comes from telling it as it is and seeing the problems through another's eyes.

I am affected by the passion of the non profit storytelling mode of persuasion. When the spark is lit, I am often very moved. I am equally swayed by the cool rhetoric of the business mind that thinks in terms of the bottom line, the ask and the takeaway. There's an elegance in watching the probing and challenging that goes into getting to the heart of a problem - defining the objectives, settling upon a strategy, working out the tactics. When both modes work together, it can be very creative. I think the trick is in being comfortable with different agendas, yet using both sets of skills to work at finding a way through to the same goal.

Today I was on the corporate side of the table watching a passionate advocate with a strong voice make a case. I expect that another time I'll be on that side of the table. I hope I can remember what I saw.

Networking as a goal is about allowing in Karma, according to Rick and Claudia Mamros, of Learn2Network. This husband and wife duo presented to IABC members in Toronto a program that went beyond 'guru' speech, and its usual raft of platitudes and buzzwords. Learn2Network’s messages are clear, precise, educational and tangible.

What is Karma?
Karma is a law of cause and effect. When applied to networking it appears to take on an aura of probability, but means a lot more than merely “visualizing” or “setting intentions.” It takes action in the form of relationship-building, as well as goal setting to make a go of it. That’s why some of the world’s foremost religions put their faith in actions and aligning relationships through the law of Karma.

What does it mean when the law of Karma is applied to networking?
According to the Learn2Network team, it’s about what you can give to or share with another person. “Its no use”, according to Claudia, “entering a room with the singular purpose of distributing your business card.” She warned that wouldn’t work. When networking you must be prepared to be of service to the other person, otherwise you’ll wear out your welcome. Prepare yourself in some small, modest way, to be a catalyst for others ideas, values, talents and interests. Look for referrals and be ready to assist with these yourself. “If they realize you know how to play the game, then they’ll play”, added Claudia.

Networking with Karma
It’s very easy to feel isolated and cut-off as an Independent. The consensus in the room left no doubt that networking as an Independent makes one feel more connected, plugged in. Networking allows the Independent more control and more influence over our daily routine of staying connected with our business relationships.

If networking is practiced with a view to spreading good Karma, it’s done with authenticity and grace, leaving one feeling in good spirits in the pursuit of forging sustainable business relationships. But stay practical and don't forget to back your networking activity up with good contact tracking.