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Social Responsibility Communication
June 2011 | Volume 9 Issue 6
Corporate social responsibility has evolved—where it once meant occasional charitable donations, it is now being integrated into the way organizations operate, from their branding to their supply chain. In this issue of CW Bulletin, our experts look at the issues that continue to challenge CSR efforts, and examine emerging issues like integrated reporting, cause marketing, and employing social media to support an effective CSR initiative.
Natasha Nicholson
Executive Editor
Amanda Aiello Beck
Managing Editor |
Features
CSR IN THE MARKETPLACE
by Tom Bowman
In today's business environment, the lines between operational decision-making and corporate communication are disappearing. Increasingly, operational choices are important to consumers, especially if those choices lead to negative effects on communities, employees or the environment. Corporate social responsibility is no longer just about the products and services a company sells.
INTEGRATED REPORTING
by Michelle Bernhart, ABC
In 2010, organizations around the world published more than 5,000 sustainability or corporate social responsibility (CSR) reports, a one-year increase of 13 percent (since 2009) and a five-year increase of 110 percent (since 2005) according to CorporateRegister.com. Why this steady increase in the number of organizations reporting on their environmental, social, and economic commitments and performance? Pressure from stakeholders is one reason, of course.
CAUSE MARKETING
by Michaela Hayes
Cause marketing is related to corporate social responsibility (CSR) in that it is a tool for both improving social and/or environmental conditions, while also benefitting the bottom line of the corporation. Cause marketing initatives must be designed and implemented correctly in order for an organization to maximize the benefits. Organizations that fail to follow the criteria for a successful cause marketing initative risk a blow to their reputation as well as many other pitfalls.
SOCIAL MEDIA'S ROLE IN CSR
by Elaine Cohen
Companies are realizing that the world has changed and that social media play a big role in what it has changed into. They are using social media to respond to customer service queries, to crowdsource new technologies, to sell products, to report data, to engage with their audiences and to ensure that their sustainability messages are getting through. Some of the more advanced thinkers and doers are actively using social media to communicate about sustainability as an effective marketing tool to enhance their reputation, sell more products and save the planet.
THE VALUE OF CSR
by Barb Brown
Amid increasing economic, social and environmental demands in today’s business landscape, you may wonder how your company can not only benefit from corporate social responsibility (CSR) initiatives, but also convey the importance of its corporate social responsibility (CSR) efforts to external audiences. Communicating the business value of CSR to your stakeholders will keep your company competitive and on the forefront of the ever-changing regulatory landscape.
Columns
Photo Fitness
by Suzanne Salvo
Did the photos from the last project you shot look pretty much like the photos from the project before it and the project before that? In other words, are you getting bored with your own creations?
To get yourself back in peak artistic shape, take part in my creative fitness program. These exercises are designed to stretch your imagination while strengthening your shooting skills—a perfect program to get you in top photo form.
Building an Online Community: The foundation
by Ernest Barbaric
Editor’s note: This is the first installment in a three-part series on how to build and engage with online communities.
As a communication professional, you’ve probably been advised at some point that you need to “engage the community.” These days, “the community” refers to a substantial online force when it comes to brand building. Online communities have the power to influence consumer behavior and purchase decisions. In the first part of this series, I’ll aim to answer the whys and hows of online communities and explore what they mean for your business.
- "Toronto Hydro Earth Hour 2009: How Low Can We Go T.O.?," Toronto Hydro-Electric System Limited
- "Ekokviz," Futura PR d.o.o., Telekom Slovenije d.d.
- "Big Boston Warm-up," Lands’ End Inc. and Fedoruk & Associates Inc.
Communication in the News
Related Resources provides additional articles and resources for understanding this month's topic of Social Responsibility Communication. You can also find some of these links alongside each corresponding feature article for quick reference. Links include:
- "Tying Together Social Media and Corporate Social Responsibility," by Laura Hall
- "Cause Marketing: 5 tips for mobilizing employees," by Nicole Robinson
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This issue sponsored by:
Develop, Manage and Lead Digital Era Communications
To address the growing demand for professionals worldwide with skills in developing and managing social media channels and online communities, Northeastern University’s College of Professional Studies is now offering a 100 percent online Social Media and Online Communities Specialization within the Master of Science in Corporate and Organizational Communication.
For more information, visit www.northeastern.edu/cps/social.
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