Public Relations Awards

3 Tips on Creating Award Winning CSR Programs, From a PR Awards Judge

Posted by Liz Dean on Mon, Jul 09, 2012 @ 10:35 AM

Beata Rozek is the Head of CSR at Tesco Poland, and Chair for final judging of the corporate communications awards, investor relations awards, and PR awards categories final judging committee in The 2012 International Business Awards, the world's premier business awards competition. (The final entry deadline for the 2012 IBAs has been extended to July 18. Get your entry kit today.) Here Beata shares three tips of creating award winning CSR programs.

Beata Rozek What are the 3 most important things you have learned in corporate communications and corporate social responsibility?

  1. Put your money where your mouth is
    The best results are achieved through long-term investment.
  2. Connect to your core business
    CSR should be the logical outcome of a company’s sustainability development policy. Those that are closely connected to the core business work best in CSR as they are both more authentic to outsiders and more honest towards shareholders.
  3. Be passionate about your work
    For either corporate communications or CSR projects to be successful, you have to believe in it. If you don’t have that spark inside, you won’t be able to light the fire in others.

What item of news recently caught your eye and why?
I’m an avid soccer fan, and for the last month I’ve been watching Euro 2012. As Poland was one of the co-host countries, together with Ukraine, the entire population lived and breathed the European Football Championship, and we were all proud of how well it turned out. Initially, we’d been a little worried about the organization of these big international events, but it all went without a hitch and ended up having a great positive impact on our country’s image. Not only was Poland lauded by the international press, by happy fans, and by tourists, but also we Poles started to see ourselves differently, as a country and a people that can do it. This was in no small part thanks to the tremendous efforts of volunteer services provided by the host cities. It was great to see so many well-trained volunteers.

What is your favorite app?
Of course our own new Tesco app, developed within our new CSR project “Healthy Appetite.”  It will be an app helping users to keep a reasonable diet program and advising on healthful eating. Other than that, every morning my partner and I like to check the weather forecasts in all the places we’ve ever been to and plan to visit. We love to travel, and this way we can update our travel-related dreams daily and give ourselves an energy boost. (Weatherbug Mobile is a free app available for iPhone, iPad, Android, Blackberry.)

If you could choose another profession, what would it be?
Thanks to my parents’ business I have a background in the HoReCa (Hotel/Restaurant/Café) sector of the food industry, so if I couldn’t be who I am and do what I now do and love best, then I’d like to run a little café. I’d make it into a meeting place, because I like meeting people and believe people like to hang out with other people. I’d like to run a place that would be like a second home to them.

What quality or qualities do you most value in your business associates? Honesty, resourcefulness, diligence, and enthusiasm. I like it when my associates simply have fun with their work. I relate best to people whose work is a joy because I can feel that joy both in my relations with them and in the effect it has on our work.

As someone at the top of your profession, what keeps you inspired or makes you hit the ground running in the morning?
Meeting people who have benefited from my work face-to-face, and talking to people who have profited from what we do in our Tesco Poland CSR projects. The final events in the last Tesco for Schools program gave me a great energy boost and motivation. Talking with the children, the parents, and the teachers unleashed enough positive emotions to last me for months to come. And, of course, I am inspired by the people I work with, the people who care.

About Beata Rozek:
Beata Rozek
is Head of CSR at Tesco Poland and is a communications expert with a rich background in public relations and corporate social responsibility in the FMCG and retail sectors. Previous employers include Ahold Polska and Danone’s water division (Żywiec Zdrój), where she helped in the startup of several pioneer CSR projects in the Polish market. Beata is responsible for creating Tesco’s CSR strategy and implementing key CSR projects in Poland. Thanks to her contribution to Tesco for Schools, the program was recognized by the Responsible Business Forum, a CSR authority in Poland that awarded Tesco’s initiative with its “Good Practice” award. The program also received a Value Award from Tesco Group’s CEO for the efficient promotion of Tesco’s image as an environmentally friendly company, and for creating a benchmark for Tesco’s CSR programs in other countries. Beata also set up Tesco Poland’s corporate foundation, “Tesco for Children”, and serves as Chairman of the foundation’s Board.

About Tesco:
Tesco Poland is the leading supermarket brand on the Polish market. There are 420 Tesco outlets, including both hypermarkets and local Tesco stores. Tesco employs over 28,000 employees and is actively engaged in regional development by investing in local produce and supporting local suppliers. The company puts great emphasis on building positive relationships with local communities.  For more information go to www.tesco.pl.

Tags: communications awards, investor relations awards, business awards, PR awards, International business awards, CSR programs, award winning CSR programs, Beata Rozek, Tesco Poland