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9 TELL YOUR STORY

A good story cannot be devised; it has to be distilled.

—Raymond Chandler

If you are not yet convinced that effectively telling your CSR story, based on solid CSR substance, will have a positive impact on your company, read on. In April 2008 I led a CSR symposium in Haiti for local business leaders. The sponsor of the symposium was Digicel, which is an Irish-owned mobile telecommunications operator in the Caribbean and Central American markets run by Irishman Denis O’Brien. The company launched the Digicel Foundation in 2004 with the purpose of strengthening Caribbean communities. In Haiti, the poorest country in the Western Hemisphere, where the majority of the inhabitants live on less than a dollar a day, the foundation ...

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