Seminar Chair Ray Kotcher introduced the theme of "Prove It with Action: The Case for Improving Business Performance by Improving Society." He shared his strong personal views about corporate social responsibility. "I believe that an enterprise - beyond fulfilling its compact with shareholders to prosper and make money - can also be an instrument for doing good, creating greater meaning for employees and providing customers with compelling and resonant reasons to remain loyal and committed to a company and its brands."

"And that's what this meeting is all about," he said, "making the case that CSR can improve the human condition and positively impact business performance - that corporate responsibility can make a difference financially and with employees, customers and other key constituencies."

"This is an extraordinary opportunity for the public relations professional to provide high value to the enterprise," Kotcher said. "The world is at the door steps of the private sector demanding responsible actions, behaviors and contributions to the advancement of society, and management is looking for guidance on how to respond." Kotcher said. "We are in a moment of unprecedented opportunity for public relations. We can seize the moment, show the way, lead the conversation within our respective organizations - and this meeting is meant to begin that conversation."