CSR Communications Strategy MBA 292C Professor Kellie A. McElhaney

CSR Communication at its Finest sp sp 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 Emotional Appeal Financial Performance Workplace Environment Products & Services Vision & Leadership Social Responsibility Reputation Quotient SM (RQ) Feel Good About Admire and Respect Trust Market Opportunities Excellent Leadership Clear Vision for the Future Rewards Employees Fairly Good Place to Work Good Employees Outperforms Competitors Record of Profitability Low Risk Investment Growth Prospects Supports Good Causes Environmental Responsibility Community Responsibility High Quality Innovative Value for Money Stands Behind C. Fombrun, Reputation Institute, Harris Interactive

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

PR Beats Advertising 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)

First Media Turned to for Trustworthy Information: Changes in U.S. Since 2003 Internet 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 Integrated Comm Strategy Employt Mesng Core Prod Branding POS Mesng In-Store Mesng Employee Comm PR Mesng CSR Report Annual Report Linkage to obj./ core comps Supplier Codes Company Reputation Mesng

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