Post on 21-Oct-2014
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Are you ready to t@lk about your company’s CSR in the Social Media?
A presentation to the 2010 PR CongressBy Junie Del MundoCEO, EON The Stakeholder Relations Firm24 November 2010
© EON Inc., 2010
Presentation Flow
1. Setting the ground rules on CSR
2. Why is CSR Communication important?
3. Bringing your CSR to social media
4. Final Word
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Setting the Ground Rules on CSR
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© EON Inc., 2010
For most people, CSR is…
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Pictures downloaded from various sources through Google Image
© EON Inc., 2010
What is CSR?
Profits + Enlightened Self-Interest = CSR
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+ =Credits: Google Images and Newsbreak Magazine
© EON Inc., 2010
What should be included in CSR Policies and Reports?
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1 Company Information
2 Employee
Customer / Suppliers3
Community4
Environment5
General information about the companyMission-Vision-ValuesStakeholder Map
General information about the companyMission-Vision-ValuesStakeholder Map
Health and safety, Equal opportunitiesTraining and development. Pay and benefitsChild Labor
Health and safety, Equal opportunitiesTraining and development. Pay and benefitsChild Labor
Safety and quality, Consumer educationCustomer satisfaction, customer retentionCode of Conduct for Suppliers, Anti-bribery
Safety and quality, Consumer educationCustomer satisfaction, customer retentionCode of Conduct for Suppliers, Anti-bribery
Charities, sponsorshipsEconomic impact from jobs created , etcImpact to society, volunteerism
Charities, sponsorshipsEconomic impact from jobs created , etcImpact to society, volunteerism
Recycling, waste managementEnergy conservationOthers
Recycling, waste managementEnergy conservationOthers
Photo Credit: Google Images
© EON Inc., 2010
Key Trends in CSR
1. CSR must be a corporate priority emanating from the top
2. Stakeholders often find communicating with companies to be difficult
3. Stakeholders expect companies to lead – not just to manage risks – on key issues
4. Employees have emerged as key CSR communications audiences
5. Transparency is a key indicator of a socially responsible company
Source: Corporate Responsibility & Sustainability Communications: Who’s Listening? Who’s Leading? What Matters Most?, Edelman
Why is CSR Communication important?
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Challenge to CSR Communication
9Photo Credit: Google Images
© EON Inc., 2010
CSR BlooPer
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Source: Greenpeace UK, Google Images
V.S.
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CEO as the CSR Champion
TOP-DOWNCommunicate
vision to align and focus the
organization
DOWN-UPCommunicate progress to generate support and achieve sustainability
© EON Inc., 2010
Communication should be the base of CSR work
12Photo Credit: Google Images
© EON Inc., 2010
Choosing the right communication channel
Letters, Electronic Mails
Publicity, Advertisements
Social Networking Sites, Online discussions
Events Face-to-face talk or meetings
LOW Channel Richness HIGH
Use the right channel depending on the audience and the messageSend messages, gather feedback
ROUTINE NON-ROUTINE
© EON Inc., 2010
CSR Communication Points
To align and focus the CSR initiatives under the company’s vision and values
system
Explaining the nature and breadth of the company’s CSR work
Quantitative reporting of actual amount or value of work contributed through CSR
work
Highlighting observable improvements resulting from the conduct of CSR
programs
To demonstrate alignment with issues and stakeholder needs
© EON Inc., 2010
Learning from the UNEP Study
Media understanding – and sustained intelligent
coverage – of CSR and Sustainable Development
agendas is a necessary precondition for real
progress
- UNEP Report
Bringing your CSR to Social Media
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© EON Inc., 2010
CSR Talk in the Philippines
17Source: www.blogpulse.com
SONA / Hacienda Luisita
Hostage Taking Crisis
PAL Labor Issue
Business
© EON Inc., 2010
How about Climate Change?
18Source: www.blogpulse.com
SONA / Hacienda Luisita
Hostage Taking Crisis
PAL Labor Issue
Business
© EON Inc., 2010
Mainstream Media (MSM) as source of CSR news
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From Mainstream Media to Online
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Sustagen and Alactagrow Recall
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The Citizen Journalist
Mainstream Online Report
Influencers are individuals, not institutions
Bloggers are
commenting
on news not
just reporting
new information
© EON Inc., 2010
There is a unique opportunity to influence and engage in social media.
Who will seize that opportunity?
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© EON Inc., 2010
Rules of Thumb
1. Be transparent and honest. Say who you are.
2. Be an expert on a subject matter. Share insights not just information.
3. Make it personal, not canned. Be conversational.
4. Participate in discussions. Spread your footprint.
5. Translate message to behavior. Build credibility.
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Final Word
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Why Filipino companies need to understand Real CSR
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Maritime Disasters
Effects of Illegal Logging
Compliance and Graft
CSR is a concern of all…Multinationals, Filipino companies, even
NGOs and Government
© EON Inc., 2010
Challenge to PR Practitioners
Elevate CSR Communication from publicity to stakeholder dialogue
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THANK YOURevolutionizing Communications. EON provides communication consultancy to companies who want to protect their reputation and to build relationships with their publics.
© Copyright EON, Inc. 2010All information and ideas contained in this document and all rights therein are the exclusive property of EON The Stakeholder Relations Firm unless otherwise stated. This document shall not be shared to or used by any party without the prior consent of EON unless a client has properly compensated EON to use and own the contents of this presentation. Only upon proper compensation, to the satisfaction of EON and the client, will the ownership of the information and ideas contained in this document be transferred to the client.
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