Does your company “do good”?
Corporate social responsibility, or CSR, describes activities that help firms connect with or give back to their communities. CSR can range from charitable programs and community service to environmental-impact awareness.
While CSR activities have long been part of the business fabric, companies have wrangled with the best approach for communicating these efforts.
To some, making the public aware of charitable work is an excellent way to extend visibility and create goodwill for a company. However, to others CSR and PR should be kept separate to avoid the perception that a business is engaged in such activities for only self-serving purposes. It's essential to understand the latest trends and regulations that companies now must consider as they strategize about their CSR activities.
Why bring attention to “non-profit” work?
The rise toward greater transparency has affected all aspects of how companies are expected to communicate to their public. Investors, employees, customers, stakeholders and the media are all seeking more information on the companies with which they're directly involved or have interactions.
This focus on disclosure most often involves business activities and financial performance, but to many – especially those in the local community – the degree to which a company gives back to the greater good can be a deciding factor in how that business is perceived. Given this reality, one could argue that companies that fail to communicate their CSR work could be doing themselves more harm than good.
Whether a company is a global behemoth or a mom-and-pop, the value of communicating one's hidden assets cannot be understated. In many cases, the value of a business is expressed as much by how it treats its employees, the programs it has for environmental sustainability or its charitable associations as it is its revenue or sales projections. Companies that are looking to gain an edge on the competition can benefit from making such hidden assets more widely visible.
Tools and tactics to communicate CSR
The press release remains an effective way to communicate CSR initiatives and milestones, especially when companies make a fundamental change to the way they do business or address community concerns. Companies that make an effort to address social inequities and obstacles interest the media. A news story detailing such initiatives can create a great deal of social capital in the minds of consumers.
But it's not necessary to rely solely on traditional marketing to communicate CSR causes. Some companies use social networking sites like Twitter and Facebook to communicate their CSR activities in real time as well as to garner feedback from the online community. Tweeting during a community cleanup or posting a status update heralding an upcoming food drive is a simple and effective way to communicate a company's CSR initiatives.
Lastly, many companies are now building CSR-focused pages on their corporate websites where they are able to post press releases, news articles and even create interactive “calls to action” that highlight CSR programs and encourage engagement among all interested parties. Many companies are turning to outside resources to help keep consumers informed about their CSR practices.
CSR's shining stars
Some companies are successful at communicating their CSR activities by marketing a socially responsible service or product. Zipcar, for example, uses its website to promote the company's positive impact on the environment as well as its cost savings to drivers. Zipcar's mission to reduce dependence on personally owned vehicles resonates with socially minded, pragmatic consumers looking to cut pollution and lessen the consumption of oil. It's estimated that each Zipcar takes 15 to 20 personal vehicles off the road.
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