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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. 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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  1. CSR Communications Strategy MBA 292C-1 2.21.07 Professor Kellie A. McElhaney

  2. 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

  3. 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

  4. Why Communicate? Mind the Gap Perception v. Reality

  5. 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

  6. Use Consistent Messaging on Multiple Channels First Media Turned To for Trustworthy Information Source: Edelman Annual Trust Barometer, Jan 06 6

  7. 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

  8. 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

  9. 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

  10. Creative Messaging Directly to Consumers?

  11. Why Not?

  12. CSR Communications Strategy

  13. 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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