Communicating your corporate social responsibility

Whether it’s helping Haiti victims, establishing reading programs or volunteering time, companies are becoming more active and vocal about their corporate social responsibility (CSR) practices.

CSR, company standards and activities that address social, ethical and environmental issues, has a strong influence in how consumers view brands. Brandweek recently reported findings from a survey, conducted by Landor Associates, Penn Schoen Berland and Burson-Marsteller, that measured consumer perceptions of CSR. The most significant conclusion is that in a struggling economy, consumers place a higher value on corporate responsibility and transparency.

Consumers feel so strongly about companies positively impacting the environment and community that 55 percent said they would select a product that supports a cause against those that do not. In fact, 70 percent of consumers will pay more for products from socially responsible companies.

Corporate citizenship can be a great addition to your public relations initiatives. Community involvement adds good will and fosters open communication with target audiences such as consumers, stakeholders and the media. Based on survey findings mentioned above, CSR strengthens your brand by managing your reputation and showing your commitment to consumers.

Share your experiences
Interestingly, more than half of respondents are unclear about the definition CSR. As you begin or continue to implement programs, you must educate your audience on what being socially responsible means and how your company is doing its part. Avoid being boastful and focus on the people and the environment that will benefit from your programs.

Use your existing marketing channels to tell people how you practice corporate citizenship. Incorporate a section on your website that discusses your company’s commitment to social responsibility. Create a fact sheet on how corporate citizenship is helping your community and how you are getting involved.

Leveraging media relations can also benefit your social programs. Talk to your contacts at local publications and educate them on your programs. Find out what they see as important issues within the community.

Engage your audience online
Social media is a cost-effective way to communicate your efforts. Using Twitter, Facebook and your blog to update your audience on the latest projects for your local and global community will inspire others to follow suit. You can also use these channels to recruit brand ambassadors to communicate for you.

If your employees are volunteering at the local shelter, post a video on YouTube. This not only gives your company a personality, it also makes your efforts more visually compelling.

If you’re heading to the food bank or hospital, check in using foursquare. Get your employees and community members involved with a competition and see who can become the mayor first.

Get in on the action
To avoid lip service, you must get out there and get your hands dirty, figuratively or literally.

Community involvement provides the unique opportunity to personally connect with your audience. As an alternative to charitable donations, being truly active in society will tap into issues that motivate your audience.

People will then begin to see you less like a profit seeker and more like an engaged participant in your community.

Related Posts

Google algorithm updates are looming ahead	Apple attempts to change education, one “i” at a time	The News Release is Still Kickin’	Super Bowl Commercials: Automobiles and Dogs (sometimes together)