Communicating your organization’s social responsibilities is more than just an expectation. It is critical to the success of your organization’s credibility as a business. In this post I am sharing a few tips that can help you frame your CSR communication responsibly.
- Timely updates: Keeping your internal and external stakeholders posted about the rationale, progress and impact in a timely manner sends a strong signal about your organization’s commitment to CSR. Sharing your calendar of activities, volunteering opportunities and milestones helps stakeholders know what to expect and how to engage. Bringing out your CSR reports on time and ensuring it is accessible on all your relevant channels can improve your standing as a responsible citizen.
- Focus on societal impact: Rather than highlight the activities and events on the causes your organization supports it is helpful to focus on the value they deliver to society. As in, did the initiative have a long term impact on the community? Did it improve the lives of people it hoped to touch? Was it inclusive in its approach? Has it changed how the issue is perceived now in the community? By linking your CSR work with the end outcomes you can help your stakeholders appreciate what it takes to add value to the world.
- Recognize your champions: No CSR program is done in isolation. It needs the collective might of stakeholders, inside and outside the organization to deliver tangible and sustainable results. Make it a point to recognize those individuals and groups who have contributed to the success of your initiatives. Highlight key supporters and share their stories. There is nothing more powerful than having champions get their share of the spotlight.
- Share learning: Every initiative will have its highs and lows and by sharing such learning you not just indicate your transparency but also the heart of your organization. Your stakeholders can see through ‘promotions’ but only when you share your vulnerabilities do they recognize your character. If you have made a mistake in a program, be it a decision or an approach, do also call out how you plan to remedy the issue for future initiatives.
- Invite feedback: Not every CSR initiative may go as per your plan. Often, limited resources, the internal business environment or lack of collaboration can hurt progress. By openly discussing issues and seeking direct feedback you have a good chance of improving your value and relationship with stakeholders. Talk about how decisions were made and the rationale taken so that everyone is on the same page with your CSR mission.
The perception of your company’s CSR is directly related to how you responsibly communicate your effort. Through proactive, authentic and inclusive communication behavior you can positively engage your stakeholders for the better.
