Press Release

For Further Information
Cheryl Kiser
kiserch@bc.edu
617.552.8948
617.552.4545

Jessica Freeman
jfreeman@apqc.org
713.685.7220

December 6, 2001

THE VALUE OF A RELATIONSHIP
Study Benchmarks Measurement Processes

Chestnut Hill, Mass. - Most companies see value in community involvement. But precisely how much value is hard to gauge, making these initiatives vulnerable to budget cuts.

A study by The Center for Corporate Citizenship at Boston College and the American Productivity & Quality Center (APQC) helps companies assess the worth of their community involvement programs, and in so doing, safeguard these programs against cutbacks.

Measurement Demystified: Determining the Value of Corporate Community Involvement looks at seven companies that have demonstrated best practices in measuring their community involvement programs. The benchmark project, conducted jointly by The Center and APQC, deconstructs the companies' measurement processes and presents them in a practical handbook for community involvement managers.

"Corporate community involvement is widely recognized as an essential business activity. Yet it's difficult to quantify because it involves intangibles such as relationships and reputation," said report co-author Steve Rochlin, The Center's director of research and development. "This study shows us that community involvement programs can not only be measured, but that the practices used by these seven companies are easily transferable to any organization."

The seven companies featured in the report are 3M, IBM, Petro-Canada, PPL, Prudential Insurance, Sears, Roebuck & Co., and Suncor Energy Inc.

Their examples provide evidence that strategically designed community involvement efforts contribute directly to the corporate bottom line as well as to the health and prosperity of the communities they serve.

For instance:

• A cross-marketing initiative of community relations and sales at Prudential returned 600 to 700 percent to the company because of the sustained relationships it had built with the community.
• Four million people visited PPL's environmental preserves, where the utility conducts environmental awareness workshops. PPL received a prestigious award from the Association of Educational Publishers for the workshops.
• Suncor Energy consulted with residents and demonstrated its commitment to stakeholder input and concerns, two factors which contributed to the approval two years ahead of schedule of a $360 million mine expansion, bringing the company an estimated $22 million of additional revenue.

"More than ever, companies need to know that the money they invest in the community provides measurable returns. Measurement Demystified not only shows this to be so, it provides clear, illustrative examples of leading edge measurement practices, strategy, program design, cross-functional collaboration and communications," said Ron Webb, Director of APQC's Collaborative Learning Group.

For more information about Measurement Demystified: Determining the Value of Corporate Community Involvement contact Cheryl Kiser at 617.552.8948; kiserch@bc.edu. Cost of the report is $295 for members and $495 for non-members.

About The Center for Corporate Citizenship at Boston College
The Center for Corporate Citizenship at Boston College, part of the Carroll School of Management, provides research, executive education, consultation and convenings on issues of corporate citizenship. The Center has more than 300 corporate members across the globe.

About the American Productivity & Quality Center (APQC)
A recognized leader in benchmarking, knowledge management, measurement, and quality programs, APQC helps organizations adapt to rapidly changing environments, build new and better ways to work, and succeed in a competitive marketplace. For the past 25 years, APQC has been identifying best practices, discovering effective methods of improvement, broadly disseminating findings, and connecting individuals with one another and with the knowledge, training, and tools they need to succeed. APQC is a member-based nonprofit serving more than 500 organizations around the world in all sectors of business, education, and government. Learn more about APQC by visiting www.apqc.org or calling 800.776.9676 or 713.681.4020.