Magazine article Management Today

MCA Management Awards 2008: Corporate Social Responsibility

Magazine article Management Today

MCA Management Awards 2008: Corporate Social Responsibility

Article excerpt


Who'd be a TV company boss these days? If your staff aren't protesting about being relocated, your viewers are complaining about phone-in scandals or illegal production waste dumped at location shoots.

ITV's executive chairman, Michael Grade, has publicly reiterated his company's commitment to 'benefit people, protect the environment, enhance the careers of employees and make ethical purchases', and his belief in CSR's value to the organisation: 'Enhancing our reputation for corporate responsibility will support our broader business goals.' But ITV also saw its commitment to CSR as crucial in restoring the high levels of public trust that the company had enjoyed.

But how could the broadcaster achieve this in such a highly dispersed organisation? Nearly 6,000 staff are spread across a million sq metres of floorspace. They work in studios, in-house productions and contracted productions for 11 regional franchises, or from metropolitan hub sites in London, Manchester and Leeds.

PIPC's CSR team was brought in to help ITV and its group environmental manager to design and deliver a project that would meet ITV's core values of being 'bold, excellent, committed, commercial and leading'.

Running a TV company comes at an environmental cost, mostly carbon dioxide emissions, water use and waste-generation. Data from 2006 showed that ITV's offices, studios and facilities created more than 1,700 tonnes of solid waste annually, a quarter of it recycled but most landfilled. ITV ran 43 waste-related contracts with some 35 waste management companies. Some regions demonstrated good practice in minimising waste, but this knowledge was not shared nationally.

Redesigning its waste management processes was an obvious 'bold project' for ITV. PIPC helped it define its goals: improve waste management performance while meeting the commercial needs of its business managers; and collect accurate data on existing levels of waste and the processes in place for its control.

Data was collected on regional recycling rates and disposal volumes, from paper and IT waste to VHS tapes. …

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