CSR Communications Strategy

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

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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

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Why Communicate? Mind the Gap
Perception v. Reality
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Capitalize on CSR as Reputation Driver
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Feel Good About Admire and Respect Trust
Supports Good Causes Environmental
Responsibility Community Responsibility
ReputationQuotientSM (RQ)
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Market Opportunities Excellent Leadership Clear
Vision for the Future
High Quality Innovative Value for Money Stands
Behind
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Rewards Employees Fairly Good Place to Work Good
Employees
Outperforms Competitors Record of Profitability
Low Risk Investment Growth Prospects
C. Fombrun, Reputation Institute, Harris
Interactive
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Use Consistent Messaging on Multiple Channels
First Media Turned To for Trustworthy Information
Source Edelman Annual Trust Barometer, Jan 06
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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
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First Media Turned to for Trustworthy
InformationChanges in U.S. Since 2003Internet
growing strongly at expense of TV, Newspapers
Source Edelman Annual Trust Barometer, Jan 06
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New Approach to Communications

• Move from top-down to peer-to-peer engagement
• Dont 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

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Creative Messaging Directly to Consumers?
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Why Not?
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CSR Communications Strategy
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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