CSR, corporate social responsibility, is incredibly fashionable amongst PR professionals. Although it has a new name, corporate philanthropy and social awareness isn't new - just look at the Victorians. To succeed however, CSR has to move out of the PR textbooks and become an integral part of company behaviour. It isn't enough to put a load of words on a web site and in the staff induction pack.

As a result, the staff at Hotwire has established a CSR task force that is working to make CSR part of company strategy and policy. For instance, most of the Christmas budget is given to a charity selected by the Hotwire team. This year the team voted for The Cystic Fibrosis Trust, which works to make a difference to those with cystic fibrosis through research, care and support. One member of the Hotwire team is a cystic fibrosis sufferer and as a result The CF Trust is very close to our hearts.

The CF Trust is in the middle of a major fund raising exercise. It is looking to raise £15 million to fund groundbreaking gene therapy research that will hopefully stop the disease being life-threatening.