Csr communications strategy
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CSR Communications Strategy. MBA 292C-1 2.21.07 Professor Kellie A. McElhaney. CSR Communication at its Finest. http://www.pedigree.com/dogadoption/commercial.asp Strategic fit with business, brand, competencies Deep partnership with expert organization

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CSR Communications Strategy

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Csr communications strategy

CSR Communications Strategy

MBA 292C-1

2.21.07

Professor Kellie A. McElhaney


Csr communication at its finest

CSR Communication at its Finest

  • http://www.pedigree.com/dogadoption/commercial.asp

  • Strategic fit with business, brand, competencies

  • Deep partnership with expert organization

  • Education and awareness included as part of campaign


Consider this

Consider This

  • You cannot not communicate

  • If you do not communicate your CSR, you cannot leverage maximum business benefits (consumers, employees, partners, investors, new markets, etc.)

  • If you do not manage your CSR communications strategy, someone else will

  • There are risks, as with every communications strategy

  • But there are worse things for which to be criticized (than trying to do good)

  • Communicate more broadly than to only consumers


Why communicate mind the gap

Why Communicate? Mind the Gap

Perception v. Reality


Capitalize on csr as reputation driver

Capitalize on CSR as Reputation Driver

Social

Responsibility

Emotional

Appeal

Vision &

Leadership

Products &

Services

Financial

Performance

Workplace

Environment

1

3

Supports Good Causes

Environmental Responsibility

Community Responsibility

Feel Good About

Admire and Respect

Trust

ReputationQuotientSM

(RQ)

6

2

Market Opportunities

Excellent Leadership

Clear Vision for the Future

High Quality

Innovative

Value for Money

Stands Behind

4

5

Outperforms Competitors

Record of Profitability

Low Risk Investment

Growth Prospects

Rewards Employees Fairly

Good Place to Work

Good Employees

C. Fombrun, Reputation Institute, Harris Interactive


Csr communications strategy

Use Consistent Messaging on Multiple Channels

First Media Turned To for Trustworthy Information

Source: Edelman Annual Trust Barometer, Jan 06

6


Pr beats advertising

PR Beats Advertising

I believe information that I get from articles or news stories more than I believe information that I get from advertisements. (Strongly agree/somewhat agree)

Source: Edelman Annual Trust Barometer, Jan 06

7


Csr communications strategy

First Media Turned to for Trustworthy Information:Changes in U.S. Since 2003Internet growing strongly at expense of TV, Newspapers

Source: Edelman Annual Trust Barometer, Jan 06

8


New approach to communications

New Approach to Communications

  • Move from top-down to peer-to-peer engagement

  • Don’t forget about the power of blogs

  • Communicate from inside out

  • Localized approach to communications

  • Communicate continuously and through broad array of channels

  • Employees, core consumers, critics such as NGOs arebest advocates/ brand ambassadors

  • Give up control of message in favor of credibility through dialogue, viral marketing

  • Acknowledge the tangible business impact of trust

9


Creative messaging directly to consumers

Creative Messaging Directly to Consumers?


Why not

Why Not?


Csr communications strategy1

CSR Communications Strategy


Communication trends

Communication Trends

  • Select consumer segments ready

  • Reporting does not equal communication

  • POS communication

  • Blogs increasing in effectiveness

  • Simple messages, language Use employees as ambassadors

  • Integrate to brand, all company messaging


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