Communicating csr
This presentation is the property of its rightful owner.
Sponsored Links
1 / 14

Communicating CSR PowerPoint PPT Presentation


  • 89 Views
  • Uploaded on
  • Presentation posted in: General

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.

Download Presentation

Communicating CSR

An Image/Link below is provided (as is) to download presentation

Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author.While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server.


- - - - - - - - - - - - - - - - - - - - - - - - - - E N D - - - - - - - - - - - - - - - - - - - - - - - - - -

Presentation Transcript


Communicating csr

Communicating CSR

  • Ken Eudy

  • CEO

  • Capstrat


Communicating csr

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


Six cornerstones for communicating csr

Six Cornerstones for Communicating CSR

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

Source: GfK Roper Consulting


Six cornerstones for communicating csr1

Six Cornerstones for Communicating CSR

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

Connecting consumer values with brands


Six cornerstones for communicating csr2

Six Cornerstones for Communicating CSR

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

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


Employees engaging employees adds to the bottom line

Employees: Engaging employees adds to the bottom line


Six cornerstones for communicating csr4

5. Explain your metrics.

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

Source: Fleishman-Hillard, National Consumers League, 2007


Six cornerstones for communicating csr5

6. Take the initiative.

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

Being transparent, not invisible


  • Login