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The BBC has replaced its in-house CSR Centre with a department called
BBC Outreach. The change reflects the corporation’s decision to avoid
regular use of the term CSR, which had been misunderstood by some staff.
Yogesh Chauhan, the BBC’s chief corporate responsibility adviser, explained: ‘When Michael Hastings left as head of corporate responsibility last year we took the opportunity to review where the centre was going and what resonance it had internally. We found that a number of people thought CSR was a confusing term, especially because, in the BBC, it also means corporate spending review. The word outreach felt much more in tune with what we were doing and what our function is, as a lot of our work is focused on promoting relationships.’
BBC Outreach will cover much the same ground as its predecessor and will continue working with a core team of four.
Chauhan said: ‘A large part of our job is about developing a range of non-commercial relationships with external organizations to bring greater value to what we do.’ One of the BBC’s main tasks will be to develop community programmes in Manchester, where the corporation will move more of its operations. It already has national partnerships with Community Service Volunteers, the Media Trust and the Arts Council.
Another new task will be more frequent reporting through a monthly Outreach newsletter for stakeholders, giving up-to-date information on activities. Chauhan said the Outreach team would also play a key role in ‘rebuilding trust’ in the BBC following recent scandals about the faking of telephone competition results by some programme makers.
Yogesh Chauhan, the BBC’s chief corporate responsibility adviser, explained: ‘When Michael Hastings left as head of corporate responsibility last year we took the opportunity to review where the centre was going and what resonance it had internally. We found that a number of people thought CSR was a confusing term, especially because, in the BBC, it also means corporate spending review. The word outreach felt much more in tune with what we were doing and what our function is, as a lot of our work is focused on promoting relationships.’
BBC Outreach will cover much the same ground as its predecessor and will continue working with a core team of four.
Chauhan said: ‘A large part of our job is about developing a range of non-commercial relationships with external organizations to bring greater value to what we do.’ One of the BBC’s main tasks will be to develop community programmes in Manchester, where the corporation will move more of its operations. It already has national partnerships with Community Service Volunteers, the Media Trust and the Arts Council.
Another new task will be more frequent reporting through a monthly Outreach newsletter for stakeholders, giving up-to-date information on activities. Chauhan said the Outreach team would also play a key role in ‘rebuilding trust’ in the BBC following recent scandals about the faking of telephone competition results by some programme makers.
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