csr communications strategy
Download
Skip this Video
Download Presentation
CSR Communications Strategy

Loading in 2 Seconds...

play fullscreen
1 / 13

CSR Communications Strategy - PowerPoint PPT Presentation


  • 97 Views
  • Uploaded on

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

loader
I am the owner, or an agent authorized to act on behalf of the owner, of the copyrighted work described.
capcha
Download Presentation

PowerPoint Slideshow about ' CSR Communications Strategy' - quemby-dale


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
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

slide6
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

slide8
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 are best advocates/ brand ambassadors
  • Give up control of message in favor of credibility through dialogue, viral marketing
  • Acknowledge the tangible business impact of trust

9

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
ad