Debate on the role of the media in driving the sustainability agenda
MONTREAL, Sept. 20 /CNW Telbec/ - More than 100 corporate, institutional
and NGO leaders from across Canada attended the fourth annual Tremblant Forum
on corporate responsibility and sustainability held on September 19 and 20 at
Mont-Tremblant. The theme of this year's conference was "Responsible
communications for a sustainable reputation".
This year, Mr. Michael Stopford, Group Director, Corporate Reputation,
Worldwide Public Affairs and Communications for Coca-Cola, delivered the
keynote address. He explained how Coca-Cola has managed to position itself as
one of the most highly-respected brands in the world: by basing the company's
reputation on solid performance and protecting its image through effective and
"Although communications cannot replace tangible results, they facilitate
the establishment of dialogue with primary stakeholders," said Mr. Stopford.
"The key to success rests on credibility, the core of one's reputation, and
communications must maintain and protect this."
Corporate responsibility and the media
One of the highlights of the conference involved a debate among a group
of respected journalists who discussed the role of the media in promoting
corporate responsibility and in driving the sustainability agenda.
"As journalists, we have an important role to play in helping bring
corporate responsibility and sustainability to the summit of public
discourse," affirms Marc Gunther of Fortune magazine. "Whether it involves
shedding light on corporate wrongdoing or recognizing the leaders that are
going far beyond society's expectations, we will continue to bring these
issues to the forefront."
Organized by NATIONAL Public Relations, Tremblant Forum has become one of
the most important events in Canada for the exchange of ideas on some of the
greatest challenges and opportunities facing businesses, governments and
members of the public.
Four panels hosted by internationally renowned journalists
Tremblant Forum 07 brought together some of the world's top
sustainability communicators in lively sessions moderated by respected
1. Creating value through values
Moderated by Marc Gunther, Senior Writer at Fortune magazine, the
panel included such experts as Peter O'Toole from General Electric,
Susanne Stormer from Novo Nordisk, David Bensadoun from Aldo and Guy
Boucher from Domtar. They highlighted best practices in fair trade,
ethical branding and cause marketing, and emphasized the importance
of values-based communications.
2. Stakeholder engagement as a strategic advantage
Yves-Thomas Dorval from Imperial Tobacco, Mohamed Shuriye from
Concordia University, Doug Ford from Communica and Steven Guilbeaut
discussed real life cases that have transformed response into
dialogue and engagement into partnerships, with a special focus on
NGO relations. The panel was moderated by Toby Heaps, President and
Editor of Corporate Knights magazine.
3. Transforming risks into opportunities
Hosted by Jeffrey Simpson, National Affairs Columnist for The Globe
and Mail, the panel brought together Stella Laney from Hydro Quebec,
Daniel Gagner from the International Institute for Sustainable
Development, Mike Randall from the World Lottery Association and
Lily Donge from Calvert. Their conversation shed light on recent
trends in social, environmental and governance materiality. In
addition to highlighting the importance of product stewardship,
these sustainability experts focused on the need for credibility and
transparency in disclosure.
4. Corporate responsibility and the media
What role should the media play in promoting corporate
responsibility? This question served as the basis for the event's
final panel where François Bugingo of Reporters Without Borders
engaged with Marc Gunther of Fortune, Toby Heaps of Corporate
Knights and Jeffrey Simpson of The Globe and Mail on such topics as
The Tremblant Forum was made possible with the support of numerous
leading organisations, including Alcoa, Cirque du Soleil, Gildan, Loto-Québec
and Tremblant as well as media partners La Presse, The Gazette, Vision Durable
and www.novae.ca. We would also like to thank CNW for ensuring the
distribution of the event's press releases.
NATIONAL is the largest public relations consultancy in Canada with
offices in Montreal, Quebec City, Ottawa, Toronto, Calgary, Vancouver,
Victoria, New York and London, as well as an interest in MT&L/NATIONAL in
Halifax. The firm offers corporate communications, investor relations, public
affairs, marketing, technology and healthcare communications services to a
broad range of leading corporate, government and institutional clients.
Internationally, the firm is affiliated with Burson-Marsteller.
NATIONAL is a subsidiary of RES PUBLICA Consulting Group in Montreal,
which also owns another Canadian public relations leader, Cohn & Wolfe /
Canada, with offices in Toronto, Montreal and Calgary and an affiliation with
the worldwide Cohn & Wolfe network. RES PUBLICA also holds a significant
interest in Global Public Affairs, the leader in government relations in
Canada, with offices in Ottawa, Toronto and Calgary.
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For further information:
For further information: Montreal: Roch Landriault, (514) 843-2345;
Quebec: Sylvie Patry, (418) 648-1233 # 232; Toronto: Meredith Sjogren, (416)
848-1377; Calgary: Laura Bishop, (403) 531-0331; Vancouver: Rebecca Bourque,