Corporate social responsibility is an increasingly important contributor to bottom lines and staff morale, and it can be a highly effective tool for integrated PR.
One of the best examples is Whirlpool's CSR program involving Habitat for Humanity (HFH) and the Women's Tennis Association (WTA) - a synergistic winner that has captured the imagination of employees from all three organizations and made a noticeable difference on the ground. The relationship has even extended into advertising. Perhaps you've seen the TV spots ...