Tangerine PR has been appointed by Michelin Tyre PLC to develop a communications strategy and multi-channel campaign to mark 10 years of its Performance and Responsibility Michelin (PRM) programme, the company’s own corporate social responsibility charter.

As the world’s most high profile tyre manufacturer, Michelin has led the industry with its economic, social and environmental responsibilities for well over 100 years. In 2002, the company developed the PRM framework to provide a more strategic approach to this activity.

Tangerine’s B2B team – which last week was shortlisted in the national B2B Marketing Awards for best agency and best PR campaign – is tasked with highlighting the impact of the framework on businesses and communities, and better engaging and involving them in Michelin’s PRM initiatives and activities.

Phil Baldock, head of communications at Michelin Tyre PLC, said: “We were extremely impressed with Tangerine’s ambitious, bold and creative recommendations on how we can effectively communicate our 10 years of PRM campaign. We are extremely proud of our PRM accomplishments and the team demonstrated a real understanding of our values and goals.”

Sam Gregory, MD of Tangerine PR’s B2B team, said: “Michelin leads the way when it comes to supporting employees, communities and the environment, and this is an important milestone for the company. Our multi-channel communications strategy will use print, digital and social media channels, as well as events, to bring the company’s PRM activity to life and engage audiences in a completely new way.

“With so many companies using CSR initiatives to bolster their profiles, a sincere and committed approach alone is not enough to stand out. So market leading brands like Michelin, that are really making a genuinely difference, need a solid strategy and creative approach to achieve real traction and cut through. We’ve delivered a campaign that will achieve just that and we’re looking forward to generating some fantastic results for the company.”