Today, corporate social responsibility campaigns seem to be everywhere. Large multinationals as well as local businesses are making an effort to show they care about more than profits and are eager to promote their good deeds to stakeholders and their target audience. What exactly is CSR though? And how is your PR campaign most likely to benefit from it? Read on to find out!
What is Corporate Social Responsibility?
While the term ‘CSR’ gets thrown around a lot these days, many people only have a fuzzy idea of what it actually is. Here’s a quick explanation to make sure we start off on the same page.
Corporate social responsibility, or CSR, describes a company’s initiative to analyze and take responsibility for the effects it has on the environment and social welfare in the community it operates in. The goal of CSR is to bring about positive change and have an impact that reaches beyond company premises.
Depending on your industry, this can mean different things. If you are a manufacturer, you might look for ways to cut energy and water consumption to protect the environment. If you distribute consumer goods or provide a service, you can find ways to reduce waste or support groups who need but can’t afford what you offer.
A great way to channel your CSR efforts is to work with a non-profit or charity which specializes in your chosen domain. That way you have an experienced partner on your side and know your efforts will reach the people who are most in need.
Bringing CSR and PR Together
While it might be obvious that promoting your CSR campaign can result in good press and improve your business’ image, there are a few aspects to consider, especially since today many companies have the same idea. Getting your campaign to stand out from the crowd is the key for it to receive recognition.
There are several great ways to do that, a few of which we’ll outline here.
- Offer something unique
In a day and age where technology makes it possible to directly reach out to your target audience and get easily get them to connect with you, you have endless possibilities to make your CSR campaigns fun and engaging. For example, pledge to match every donation that is made by your followers to your non-profit partner or ask for input on which charities to support. This can help build a community and shows that you value what is important to your customers.
- Feature real people
Is your CSR campaign directly impacting someone’s life? Tell their story. Or better yet, let them tell it themselves. Give people you have helped a platform to share their journey. That will give your CSR campaign a face, make it more personal, show you have honest intentions and are making a difference.
- Kick off with an event
This one is highly effective, which is why it’s so common. Starting, ending or celebrating your CSR campaign with an event will give people a tangible, real-life experience to tie your work to. This will make it stick in their minds and provide a lot of great content that can be shared.
- Stick with it
CSR, like PR, is something you need to stick with to make it successful. By committing to a cause related to your business and supporting it in the long run, you’ll show your dedication, witness the impact you have over time and have many wonderful angles to share at regular intervals rather than a one-time story that might soon be forgotten.
Using CSR to Create Engaging, Shareable Content
A great way CSR can help boost your PR efforts is by providing you with opportunities to create high-quality content. Say you are hosting an event to start your new initiative and you have invited representatives from a well-known NGO as well as popular celebrities who agreed to promote your cause. Photos, press releases, video coverage and social media posts from this occasion are great to share and very likely to be picked up by the media.
If your campaign is set online rather than live at a specific location, no need to worry. Collaborating with your partners as well as influencers on social media and other platforms makes for engaging posts and content your followers are happy to share. This will give your work great reach and exposure, widening the base of people paying attention to your company.
Reach and Attract a New Audience with CSR
Today, doing business ethically and giving back to the community is becoming more and more important in the eyes of consumers. It goes as far as people deliberately choosing to do business with companies they know treat their staff fairly, make an effort to protect the environment and have a good cause they support on a regular basis.
By having a solid CSR campaign and consistently promoting the work you are doing, you can attract this type of customers. Why should you be interested in them? Because people who make choices based on a company’s ways of working are generally willing to spend more to support a cause they believe in and show loyalty to brands which reflect their values.
A Word of Caution
While setting up and promoting a CSR campaign to reporters and social media followers sounds like an easy feat, it’s not quite that simple. As mentioned above, many companies have jumped on this bandwagon lately and are trying to get coverage for their efforts.
While it can be tempting to publicize every aspect of your campaign, don’t overdo it. The media and the public have a very keen antenna for businesses they feel only support a charity or protect the environment to get a feature. And if they think that’s what you’re doing, the backlash can be real and painful. Getting accused of “greenwashing” on Facebook or in the news is not fun, can severely damage your reputation and undo all the work you and your PR department have put so much effort into.
At Midas, we understand the importance of CSR and how it can help your company make an impact and stand out from the crowd. To learn more about how to leave your mark and get credit for it, reach out to us by e-mail today and we’ll be happy to draw up a plan for you.