Communications is one of three key challenges CSR executives will face over the next 12-18 months, according to Development Crossing’s interview with Dave Stangis, Intel Corporation’s director of corporate responsibility.

“Annual CSR reports just don’t do the work anymore,” Stangis says. “First, just about every big company is doing one and 80 percent of them look and sound the same. I’m working to continue to build a suite of communication plans for specific audiences both inside and outside the company. Second, with 90,000 employees in countries all over the world, keeping CSR work leveraged and focused is a critical challenge. We have organizations and geographies all really striving to take advantage of the momentum and drive CSR strategies on their own. It’s a great problem to have, but now we have to support all that energy. Third, is identifying where we have the most impact to society, to our employees and to the company’s bottom line. We’ve moved from just doing good things or giving back to the community. Now that CSR is a business strategy -? or part of all business strategies, we need to focus on true triple bottom line ROI.”

Stangis points to two significant CSR initiatives that Intel is involved with: The announcement in May that Intel’s future processors, beginning with the entire family of 45 nanometer processors, are going 100 percent lead-free, and the Climate Savers Computing Initiative the company launched with Google.

Stangis and Intel launched a CSR blog in July.