Statement of Opportunity
Nature of the company
Being an affiliate of Fleishman-Hillard, Global Tanitim is one of the leading public
relations agencies in Turkey.

Program opportunity
Global warming and climate change is a huge threat to our world, our children and our
businesses in the years to come. Although the ecological changes are evident, majority of
the business world continue their operation as if no such thing exists.

In 2002, Global Tanıtım, a public relations agency in Turkey was among the first
companies that had signed the UN Global Compact agreement in the country. In 2007, a
new initiative –Caring for Climate: A Business Leadership Platform- was formed among
the members of Global Compact signatories. The initiative requires its participants to take
immediate response to fight the global warming problem.
Following being a participant of the initiative, Global Tanıtım pioneered an integrated and
sustainable effort to draw attention to the topic and fulfill its responsibilities. Global had
the challenge to prove that every company could create a difference, regardless of its size
and area of operation.
Geographical area
Although had international participation and support, the implementation area of the
program is Turkey.


Criteria of success
Increase the public awareness of the climate change problem
Create a generic and sustainable case that can be implemented to other
companies with similar profiles
Ensure employee involvement in the efforts
Reduce electric and water consumption in the company
Participation of stakeholders – old, current and potential customers, NGO’s,
other business partners
Profile Global Tanitim as a company with social conscience
Media coverage
This is an ongoing project.
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Research
Employee base and business contacts were used to understand the pre-program awareness of
global warming problem. They were presented a survey to understand their perception of the
challenge and their potential contributions to stop it. Methodology was hard-copy
questionnaires.
The findings were;

All respondents were aware of the climate change problem

Mostly governments, large enterprises and manufacturing companies were held
responsible from the problem

The belief in the statement “individual contributions are of critical importance to stop
the global warming” is low (%15)

The “best practices” are valuable: individuals state that they are likely to follow solid
action made by their surroundings
Additionally, a media audit study with similar questions was made to 7 journalists from major
newspapers. The journalists were also aware of the situation and mentioned the increasing
importance of the topic. However, they couldn’t name any service company that is associated
with the issue.
To formulate the guideline of a successful action plan, case studies, best practices and
internationally published articles about the issue were analyzed.
Strategic planning
a. Statement of objectives
- To educate the public, NGO’s, clients, employees and other stakeholders about
global warming threat
- To involve all stakeholder groups in this sustainable effort
- To generate a best practice case
- To obtain solid results in the company, like reduced electric and water
spending
- To position Global Tanitim as a company with social conscience and
environmental sensibility
- Media coverage through different channels
b. Identification of publics
- Turkish society
- Employees of Global Tanitim
- Past, current and potential customers
- Domestic and international business contacts
- Opinion leaders
- Foreign partners
- NGO’s
- Media executives
- Internationally recognized authorities on the subject
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c. Formulation of the message to be communicated to the publics
- Every individual can contribute to fight the global warming problem
- Every company has responsibilities to act against climate change: to take
necessary action in their own company and to inform the stakeholders
- Global Tanitim is a socially responsible company which cares for the
community it serves
d. Selection of communication channels
- Media – national newspapers, magazines
- Online media – websites
- Internal mailings
- Internal seminar
- “Socially Responsible Investing” seminar
- Fundraising workshop
- Printed material
e. Creation of vehicles to carry the messages to the media
- Global declaration
- Interviews
- Articles from the president of the company
- Seminar
- Media releases
- Internet
- Personal communication
f. Action taken to consult with management
Global Tanitim formed a committee team under the leadership of the President, with the
contributions from the vice president, human resources, research development
departments and a member from each team. The goal of the committee is to overview the
campaign execution, propose new projects and ensure all applications contribute the
campaign objectives. This steering committee met twice a month.
Campaign execution
Description of implementation
First step of implementation was “internal communication”. Employees were asked to suggest
ideas about what could be done. The ideas were gathered under four topics:

Efficient energy use:
Turning off all computers before leaving work
Unplugging laptop and cell phone charges when they are not used
Benefiting from sunshine as much as possible, rather than using lamps
Using energy saving bulbs
Wearing “business casual” during summer
Encouraging the employees to use public transportation as much as possible

Not wasting water:
Each employee have their own glass that they are using throughout the day
Company cars are washed with bucket and sponge, not with hose
Supporting recycling
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Instead of throwing paper to the waste basket, recycling bins are being used
In order not to waste paper, communication is carried via e-mails
Recycled paper are being used in the company
Scratch papers are used for fax and photocopy
Working with charities
Part of the money collected for special events like birthdays and child-births
are donated to charities like “TEMA” and “ÇEKÜL”
The money collected by employees and visitors in the “Green Money Box” is
used to plant trees
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
These decisions were communicated to the employees by an internal seminar held. To benefit
from the word of mouth effect, employees were asked to educate their surroundings.
Second step of Global Green program aimed to “create awareness”. With the support of
Publicis Yorum, a business partner advertising agency, the internal efforts were summarized
as a one-page declaration. The declaration was mailed to 400 stakeholders, including opinion
leaders, media and company executives.
Apart from gathering attention of the business partners, Global also aimed to create public
awareness by the extensive use of the media channels. Besides the coverage of the
declaration, interviews and articles were published in various media.
Third step of implementation was “calling for action”. To call our clients for action,
presentations were prepared, regarding the “Global Green” campaign execution and proposals
about what they could be doing in their own companies.
To gather all interested parties under one roof, a “socially responsible investing” seminar was
organized with the sponsorship of Sheraton Istanbul and Milliyet IK newspaper. 1000 opinion
leaders were invited to the seminar, including clients, media executives and NGO’s. During
the seminar, presentations were made by Mary Pieschek and Lawrence Parnell, two PRSA
(Public Relations Society of America) CSR Executive Committee members. Following the
presentations, with the participation of four communication professionals from leading
organizations of Turkey, a discussion platform was held.
Besides the seminar, a “fund raising” workshop was made to the 14 NGO’s of Turkey, by
Mary Pieschek.
Results
This is a PR project on a shoestring. Thanks to the employee support and sponsors, with
3500$, the project created tangible results since the kickoff on June 2007.
Increase the public awareness of the climate change problem
This has been achieved as a result of media coverage and through personal
communication, seminars, workshops and meetings with business partners, media
executives and NGO’s.
The belief in the statement “individual contributions are of critical importance to stop the
global warming” increased to 65% as of November 2007, among the same target audience
of employee base and business contacts.
The media audit proved that the journalists perceive Global Tanıtım as a “leader” in
environmental topics.

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Create a generic, sustainable and measurable CSR case that can be implemented to
other companies with similar profiles
After the “Socially Responsible Investing” seminar, it was agreed by all participants that
while a lot of good CSR work is ongoing through Turkey, there are no standards or formal
reporting of CSR efforts and many efforts go unnoticed or lack focus or impact beyond
the narrow community being served.
Therefore, it was decided for an independent organization, backed by a panel of leading
experts drawn from the Turkish business, academia and NGO communities, to organize
and develop a system to measure progress and recognize excellence in CSR activity in
Turkey.
Now, the “Blue Ribbon” panel of experts is gathering up. The next steps will be
identifying a leading media sponsor to support the effort with news coverage, selecting a
leading university in Istanbul to provide academic rigor to the Index/Report and finally
creating a set of agreed upon measures for impact and value of CSR efforts via the expert
panel and through research of standards, best practices, and case studies from outside of
Turkey. After the index is formed, it will be necessary to build a capstone event to identify
and recognize CSR excellence in Turkey and create sufficient profile to encourage new
(and existing) entrants into the CSR arena to expand and/or focus their efforts with the
proposed CSR Index in mind.
Even during this process for formation of the CSR Index, the ongoing Global Green case
is a generic example with its solid results.

Ensure employee involvement in the efforts
From the first step onwards, employee involvement fueled the activities. The Global
declaration was constructed by gathering the proposals of the employees. Then, to benefit
from the word of mouth effect, they acted as volunteered spokesman to educate their
surroundings.
It would not be possible to implement the “socially responsible investing” seminar,
without the voluntary support of 25 employees that worked both before and during the
seminar.
As a result of the donations from employees, 84 trees were planted in a 4 month period.
The increased recycling consciousness of the employees is demonstrated by them bringing
plastic, metal, glass and batteries to the bins in the company from their homes.

Reduce electric and water consumption in the company
The increased consciousness, care, responsibility among the employees, as well as solid
decisions like wearing business casual, unplugging charges and turning of monitors
proved to be effective in reducing the electric consumption of the company. The total
electric consumption in the June-September period of 2007, decreased to 13950 kWh from
14600 kWh regarding the same period of 2006. This implies a 4,45% decrease in electric
consumption even if the average temperatures for the summer of 2007 was higher than
that of 2006.

To reduce the water spending, all employees were provided with glasses with their names
on and they were educated about the possible water scarcity problem. These actions
provided a solid result and decreased the water consumed a day from 4,61 m3 in 2006 to
4,53 m3 in 2007. This implies a 1,64% decrease.
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Participation of stakeholders – old, current and potential customers, NGO’s, other
business partners
All current customers and 5 old customers of Global Tanıtım attended to the “Socially
Responsible Investing” seminar. 3 executives from customers –Siemens, Eczacıbaşı
Holding and AvivaSa- made presentations in the discussion platform of the seminar.
14 major NGO’s attended the “Fundraising workshop”.
One of the clients, Sheraton Istanbul, volunteered to be the venue sponsor of the seminar.
One of the largest media corporations, Milliyet, was the media sponsor.
The design of the “Global Green” declaration was prepared by a business partner, Code
Animation, whereas the content was shaped up with the help of another partner, Publicis
Yorum.
Şişecam, the largest glass producer of Turkey, supplied the glasses for the employees
voluntarily.

Profile Global Tanitim as a company with a social conscience
The General Manager received 100+ letters of congratulations, phone calls, support and
thanks from opinion leaders, members of the public and clients, as well as international
business partners all over the world, from Brazil to the USA.
The consultation of various clients, media members and business partners demonstrate the
position of Global Tanitim as an authority on the subject.

Media coverage
2 major articles by Ceyda Aydede -one for a major monthly magazine, one for an
environmental website- about the subject
Double page spread interview in the weekend supplement of a major newspaper – Akşam
2 interviews with the seminar participants in the HR supplement of a major newspaper –
Milliyet
Case summary in Fleishman-Hillard Impact newsletter
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