Corporate Responsibility and Communication
Corporate responsibility is becoming more than just a business practice, but a business necessity. Many companies have made huge strides with their corporate responsibility plans. Companies are beginning to understand that effective corporate responsibility and sustainability efforts can not only bring long-term financial benefits, but build brand awareness, differentiate from competition, and result in reputational gains. The most important insight I’ve gained throughout this process, from research to interviews, is the importance of genuine CSR efforts that begin at the core of the company. It’s not something a company can tack onto the top and hope nobody notices; because in today’s world of increased brand awareness and technology, external stakeholders and consumers WILL take notice.
According to the 2009 Waggener/Eggstrom RT Strategies Poll, “Consumers note that upon first impression, they are typically skeptical of business efforts to address social issues, with 31 percent feeling the efforts are a marketing ploy, and 16 percent feeling it takes a company away from its primary mission.”
Communication is key. How does an organization create an authentic communications message around corporate responsibility commitments?
I’ve done a lot of research in this area that has lead me to a surprising misstep many companies are taking. Oftentimes, employees are unaware of or disengaged from CSR practices within their own organization. How can a company expect the public to buy into its claims if many of its own internal stakeholders are ignored?
I think there is an opportunity for internal communications team to lead the organization in employee CSR engagement and education. They could serve as liason between upper-level managerial decisions and all other departments that may be left in the dark about CSR initiatives. After all, employees are an organizations best brand ambassadors. If they don’t know what’s going on, how will the external audiences? What do you think?
Filed under: Marketing and Advertising, Public Relations, Random Thoughts, Uncategorized | 1 Comment
Tags: corporate responsibilty, CSR, internal communications
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