Beyond Sound Bites:  4 Rules for Corporate Social Responsibility

What is it?
Corporate Social Responsibility (CSR) is the practice of leveraging the influence, resources and values of a brand to advocate for the advancement of various social, environmental or economic issues.  

Why is it growing in importance?
Brand loyalists – from consumers to employees to other stakeholders – expect it.  And with greater scrutiny of a brand’s “walk the talk” track record from constituents comes the need for more proactive and transparent communications about a brand’s social ethic.  

In a globalized world where we think globally and report locally and socially via multiple mobile and online channels, a brand that is not advancing a CSR strategy is also not sufficiently building and managing its reputation.

How to do CSR right?

1. Make it relevant to the brand: An oil and gas company should probably prioritize green tech and green conservation innovations over inner-city issues, such as more bicycle lanes or park space
2. Be very targeted and specific:  Focus on one to a maximum of three related issues or risk making your platform forgettable.  The more specific and focused your CSR platform the more your target audience will retain for word of mouth purposes
3. Make it measurable and report consistently: The level of rigour a brand puts into CSR measurement, including outlining clear short and long term goals and consistently measuring against them on a quarterly basis, has a direct correlation on a brand’s level of CSR credibility.  The more comprehensive and transparent the reporting, the more credible the platform with target audiences
4. Know where competitors are playing: CSR can be a crowded place, so choose carefully and always try to find a distinct voice

A recent survey APEX PR conducted in partnership with Angus Reid found that almost 50 per cent of respondents believe brands do CSR for image alone.  However, we also know through other consumer reports and internal employee surveys that many people expect social responsibility and innovation from a brand.  By reflecting on our four rules, you will not only soften the cynics, but turn the idealists into active advocates and brand champions.

Fast facts:

• 48 per cent of consumer sometimes check a brand’s social responsibility record when making a purchase while only 5 per cent always check
• A brand’s social responsibility record has a strong influence on 11 per cent of consumers while 41 per cent are moderately influenced
• Only 5 per cent of consumers feel brands implement CSR programs out of principle and altruism

Building brand reputations through compelling storytelling:  Check out APEX Public Relations’ web site at www.apexpr.com for other consumer, corporate, technology and communication training best practices and follow us on Facebook:  http://www.facebook.com/pages/APEX-Public-Relations ▪ Twitter: http://twitter.com/apexpr.