csr communications strategy
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CSR Communications Strategy
MBA 292C-12.21.07Professor 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
Education and awareness included as part of campaign
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
Perception v. Reality
Capitalize on CSR as Reputation Driver
EmotionalAppeal
FinancialPerformance
WorkplaceEnvironment
Products &Services
Vision &Leadership
SocialResponsibility
ReputationReputationQuotientQuotientSMSM
(RQ)(RQ)
Feel Good AboutAdmire and RespectTrust
Market OpportunitiesExcellent LeadershipClear Vision for the Future
Rewards Employees FairlyGood Place to WorkGood Employees
Outperforms CompetitorsRecord of Profitability Low Risk InvestmentGrowth Prospects
Supports Good CausesEnvironmental ResponsibilityCommunity Responsibility
High Quality Innovative Value for MoneyStands Behind
C. Fombrun, Reputation Institute, Harris Interactive
1
2
3
45
6
2%
26%
29%
12%
12%
17%
22%
33%
2%
15%
34%
12%
18%
30%
16%
13%
19%
25%
37%
29%
0% 20% 40% 60% 80% 100%
Radio
Internet
Newspapers
Television
US
Europe*
Asia**
Canada
Brazil
Source: Edelman Annual Trust Barometer, Jan 06 6
First Media Turned To for Trustworthy Information
Use Consistent Messaging on Multiple Channels
PR Beats Advertising
97% 96% 94% 93%89% 87% 86%
82%77%
72%
98%
0%
20%
40%
60%
80%
100%
Japa
nIta
ly
Germ
any
France
Canada
Brazil
U.S.
Spain UK
S. Kore
a
China
Source: Edelman Annual Trust Barometer, Jan 06
7
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)
10%-
4%-
1%
3%
9%
-10% -8% -6% -4% -2% 0% 2% 4% 6% 8% 10%
Television
Newspapers
Radio
Magazines
Internet
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
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
New Approach to Communications
9
Creative Messaging Directly to Consumers?
Why Not?
CSR Communications Strategy
CompanyReputation
Mesng
Supplier Codes
Linkage toobj./ core
comps
AnnualReport
CSRReport
PR Mesng
Employee Comm
In-StoreMesng
POS Mesng
Core ProdBranding
EmploytMesng
IntegratedComm
Strategy
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