Post by kulsumkhatun114 on Feb 27, 2024 7:17:18 GMT
Starbucks, Amazon, Unilever, General Electric, AT&T, Ben & Jerry's and many more corporations have solid social responsibility (CSR) programs, each focusing on different aspects: global warming, road safety, gender equality, social equality, sustainability , responsible agriculture, etc. In addition to constantly generating a positive impact on society and the planet, people recognize and celebrate their efforts by being loyal consumers of their products and services, and supporting them when they need it. Planning a good strategy to implement responsible practices is essential, but a CSR communication plan is just as relevant to benefit your company. why communicate social responsibility When the time comes, do not hesitate to communicate to your interest groups and invest in it – consumers, collaborators, investors, shareholders, clients, among others – the initiatives you are carrying out, after all, establishing a dialogue with them can give you all the benefits mentioned and help you a lot if you have to face a crisis . It is also a way to demonstrate to them the value you are creating in the short, medium and long term, according to a study by Boston College (BC). Do you want to build brand loyalty, call to action and turn your company into a role model? With the five steps recommended by the BC , your social responsibility communication will be strengthened and will do more than just disclose hard data. 1. Make your objective clear What do you want to inspire? Decide what the purpose of your company and your CSR is, why you made the commitment and what goal you want to achieve. Make sure this mission is understood by everyone, both internally and externally. Project and share the image of what you want to achieve.
Last December, Audi launched a commercial New Zealand WhatsApp Number that sought to end the stereotype that women are not interested in cars or that boys should not have dolls. Its goal is clear: promote gender equality, starting the change with children's toys . 2. Design your message well Once you have your objective defined, make sure that your CSR messages are congruent with the flagship communication of your corporate, that is, if your brand is already recognized for launching innovative campaigns or videos, do not deliver an advertisement that is complicated to understand or with too much information loading. Heineken has distinguished itself by editing original and entertaining commercials, such as the video for “The Candidate ,” where several young people applying to work at the company had to pass a unique interview. When the company decided to publish its sustainability report in 2015, it again broke with the format and turned its report into a rap, making for a brilliant piece of sustainable marketing . 3. Never forget your audience We live in a multimedia time in which social media predominates. There is no going back in this reality, so do not use communication channels that stop the spread. Who makes up your audience? What media or platforms do they use? Through what social networks could we talk to them about CSR ? Do they prefer videos or storytelling through images? With its Like A Girl campaign, Always wants to empower girls and young people, and eliminate the sexism that the phrase “like a girl” suffers from.
Since her target audience uses instant messaging and social networks a lot, she decided to include emojis in her program, asking the girls why they don't identify with them and how the problem could be solved. v Repeat your message Your CSR communication should not be done just once every six months or twice a year. Quite the opposite. It needs to be constant and repetitive, only in this way can you guarantee its effectiveness. Use different platforms to repeat it: social networks, commercials, short films, images, music... there are several options. Tiffany & Co. is a success story in CSR communication, as it is not satisfied with disseminating its messages through a single medium or a single occasion. It benefits from social networks, creates hashtags, makes videos, publishes its sustainability reports and provides complete information on its website . 5. Show your progress Just as you talk about your responsible practices, it is essential that you share your successes. Some companies don't want to celebrate their achievements because they fear people will think of them as smug. However, it is important to communicate the progress you have made to demonstrate the impact your initiatives have had. During Black Friday, the clothing brand Patagonia decided that 100% of its sales would go to non-profit organizations dedicated to protecting water, air and land. Thanks to successful communication, they generated 10 million dollars in sales and, of course, announced this achievement on their networks, further strengthening their relationship with people.
Last December, Audi launched a commercial New Zealand WhatsApp Number that sought to end the stereotype that women are not interested in cars or that boys should not have dolls. Its goal is clear: promote gender equality, starting the change with children's toys . 2. Design your message well Once you have your objective defined, make sure that your CSR messages are congruent with the flagship communication of your corporate, that is, if your brand is already recognized for launching innovative campaigns or videos, do not deliver an advertisement that is complicated to understand or with too much information loading. Heineken has distinguished itself by editing original and entertaining commercials, such as the video for “The Candidate ,” where several young people applying to work at the company had to pass a unique interview. When the company decided to publish its sustainability report in 2015, it again broke with the format and turned its report into a rap, making for a brilliant piece of sustainable marketing . 3. Never forget your audience We live in a multimedia time in which social media predominates. There is no going back in this reality, so do not use communication channels that stop the spread. Who makes up your audience? What media or platforms do they use? Through what social networks could we talk to them about CSR ? Do they prefer videos or storytelling through images? With its Like A Girl campaign, Always wants to empower girls and young people, and eliminate the sexism that the phrase “like a girl” suffers from.
Since her target audience uses instant messaging and social networks a lot, she decided to include emojis in her program, asking the girls why they don't identify with them and how the problem could be solved. v Repeat your message Your CSR communication should not be done just once every six months or twice a year. Quite the opposite. It needs to be constant and repetitive, only in this way can you guarantee its effectiveness. Use different platforms to repeat it: social networks, commercials, short films, images, music... there are several options. Tiffany & Co. is a success story in CSR communication, as it is not satisfied with disseminating its messages through a single medium or a single occasion. It benefits from social networks, creates hashtags, makes videos, publishes its sustainability reports and provides complete information on its website . 5. Show your progress Just as you talk about your responsible practices, it is essential that you share your successes. Some companies don't want to celebrate their achievements because they fear people will think of them as smug. However, it is important to communicate the progress you have made to demonstrate the impact your initiatives have had. During Black Friday, the clothing brand Patagonia decided that 100% of its sales would go to non-profit organizations dedicated to protecting water, air and land. Thanks to successful communication, they generated 10 million dollars in sales and, of course, announced this achievement on their networks, further strengthening their relationship with people.