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

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Communicating CSR

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  1. Communicating CSR • Ken Eudy • CEO • Capstrat

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

  3. 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

  4. Truth: Honesty tops what people value Source: GfK Roper Consulting

  5. 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

  6. Transparency: Consumers want authenticity and honesty Connecting consumer values with brands

  7. 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

  8. Third party: Personal experience and other sources are CSR-credible Source: Fleishman-Hillard, National Consumers League, 2007

  9. 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

  10. Employees: Engaging employees adds to the bottom line

  11. 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

  12. Metrics: Consumers have varying expectations Source: Fleishman-Hillard, National Consumers League, 2007

  13. 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

  14. Initiative: Consumers reward companies doing good Being transparent, not invisible

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