Are you ready to t@lk about your company’s CSR in the Social Media?

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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For most people, CSR is…

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Pictures downloaded from various sources through Google Image

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What is CSR?

Profits + Enlightened Self-Interest = CSR

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+ =Credits: Google Images and Newsbreak Magazine

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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

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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

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Communication should be the base of CSR work

12Photo Credit: Google Images

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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

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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

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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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CSR Talk in the Philippines

17Source: www.blogpulse.com

SONA / Hacienda Luisita

Hostage Taking Crisis

PAL Labor Issue

Business

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How about Climate Change?

18Source: www.blogpulse.com

SONA / Hacienda Luisita

Hostage Taking Crisis

PAL Labor Issue

Business

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Mainstream Media (MSM) as source of CSR news

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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

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There is a unique opportunity to influence and engage in social media.

Who will seize that opportunity?

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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

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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Are you ready to t@lk about your company’s CSR in the Social Media?

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Transcript of Are you ready to t@lk about your company’s CSR in the Social Media?