The Institute for International Research notes that it is transmitting information about its September 2006 corporate social responsibility meeting in Dubai solely via the web in order to conserve paper. But one of IIR's sessions--the "CSR Bazaar"-- might lead some to wonder if the organization sees the forest or only the trees.

"With nearly 50 years in marketing, Keith Reinhard knows when a brand is in trouble," Christopher Lee writes in the Washington Post. "Even before the war in Iraq bred new resentment of the United States abroad, the country had developed an image problem, says Reinhard," who in 2004 founded Business for Diplomatic Action, to get U.S. corporations involved in public diplomacy.