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Communicating CSR. Ken Eudy CEO Capstrat. In CSR communications, as with most communications, “show” is better than “tell.”. Six Cornerstones for Communicating CSR. 1. There’s no need to stretch the truth.

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Communicating csr
Communicating CSR

  • Ken Eudy

  • CEO

  • Capstrat


In CSR communications, as with most communications, “show” is better than “tell.”


Six cornerstones for communicating csr
Six Cornerstones for Communicating CSR “show” is better than “tell.”

1. There’s no need to stretch the truth.

“Honesty is the top-ranking personal value in the US, even as business favorability is at an all-time low. Being frank with consumers should be a top priority...”

-- Gfk Roper Consulting

TrendWorks, May 24, 2007


Truth honesty tops what people value
Truth: Honesty tops what people value “show” is better than “tell.”

Source: GfK Roper Consulting


Six cornerstones for communicating csr1
Six Cornerstones for Communicating CSR “show” is better than “tell.”

2. Be transparent.

“Transparency is almost as important as the results themselves...being transparent about how we achieved our success -- and our setbacks -- enables Sun’s continuous improvement...”

-- David Douglas, VP Eco Responsibility

Sun Microsystems


Transparency consumers want authenticity and honesty
Transparency: Consumers want authenticity and honesty “show” is better than “tell.”

Connecting consumer values with brands


Six cornerstones for communicating csr2
Six Cornerstones for Communicating CSR “show” is better than “tell.”

3. Employ third-party verification.

“Companies are always more credible when a neutral third-party has the chance to assess the success—and offer an independent, well-informed opinion about the significance of the action taken.”

-- Aron Cramer, CEO, Business for Social Responsibility


Third party personal experience and other sources are csr credible
Third party: Personal experience and other sources are CSR-credible

Source: Fleishman-Hillard, National Consumers League, 2007


Six cornerstones for communicating csr3
Six Cornerstones for Communicating CSR CSR-credible

4. Remember employees.

We’ve learned that not being shy about telling our CSR stories resonates incredibly well with employees. They’re the ones who drive these great accomplishments. There is tremendous power in ensuring that your people know you’re a company with a heart and soul that stands for ‘something more .’

-- Hector Motroni, Chief Ethics Officer, Xerox



Six cornerstones for communicating csr4

5. Explain your metrics. CSR-credible

Six Cornerstones for Communicating CSR

Taking stock of a top corporate citizen means looking at a broad range of social and environmental factors, as well as return to shareholders. A company that gives generously to local charitable organizations isn’t an exemplary citizen if it ignores the environmental effects of its operations and workers at its overseas suppliers are mistreated. Being an all-around good citizen means taking care of suppliers, employees, customers and investors, as well as the environment.

Corporate Responsibility Officer


Metrics consumers have varying expectations
Metrics: Consumers have varying expectations CSR-credible

Source: Fleishman-Hillard, National Consumers League, 2007


Six cornerstones for communicating csr5

6. Take the initiative. CSR-credible

Six Cornerstones for Communicating CSR

Engagement raises brand awareness, offers valuable insights and perspectives from key stakeholders and gives us avenues of influence and opportunity to get the facts out...rather than have the community receive its information from the media or other third parties.”

-- Mary Jane Klocke, Director of North American Shareholder Marketing, BP


Initiative consumers reward companies doing good
Initiative: Consumers reward companies doing good CSR-credible

Being transparent, not invisible


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