Corporate Social Responsibility and Communication - Priorities and Way Forward
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Transcript of Corporate Social Responsibility and Communication - Priorities and Way Forward
Corporate Social Responsibility & CommunicationAn Intraskope learning offering
Aniisu K VergheseJuly 2017
Social issues can be complicated
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Teachers attend duties by wearing helmet at Zilla Parishad High
School in Chinnashankarampet, Medak
Bengaluru Agency Poisons 17 Trees For Mobile Ad Hoarding,
Booked
Bellandur Lake in Bengaluru
bursts into flames
Focused Contribution
(single firm and NGO)
Shared Contribution
(single NGO and multiple firms)
Diffused Contribution
(company works simultaneously
with multiple NGOs)
Communal Contribution
(multi-party collaborations that include NGOs and
corporations)
Solving ‘meta-problems’
Peloza, J., & Falkenberg, L. (2009). The role of collaboration in achieving corporate social
responsibility objectives. California Management Review, 51(3), 95-113.
• 67% have implemented projects through a combination of direct
execution and / or in collaboration with their own foundation and / or with support of external agencies
Altruism Rising. The CRISIL CSR Yearbook. January 2017 (Crisil Foundation)
Shared value key driver, CSR spends in
increasing• Companies are increasingly
looking at integrating their businesses with the community to create shared value.
• Majority of the respondents expected an increase in CSR spend in 2016-17
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Corporate Social Responsibility Survey, FICCI (2016)
Encouraging government guidelines on
collaboration find limited support
• “A company may also collaborate with other companies for undertaking projects or programs or CSR activities in such a manner that the CSR Committees of respective companies are in a position to report separately on such projects or programs in accordance with these rules.”
- Rule 4(3), Companies (Corporate Social Responsibility Policy) Rules, 2014
• The Companies Act, 2013, encourages corporates to spend at least 2% of their average net profit of the past three years on CSR activities.
- Altruism rising The CRISIL CSR Yearbook. Crisil Foundation. (January 2017)
Boomerang effect – ‘greenwashing’
fears
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“Corporate social responsibility has
gone mainstream. But unless
corporations communicate their CSR
achievements wisely, they risk being
accused of greenwashing.”
http://sloanreview.mit.edu/article/communicating-corporate-social-responsibility-to-a-cynical-public/
Need for active interventions
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https://factly.in/schools-without-toilets-in-india-more-than-257000/
http://economictimes.indiatimes.com/industry/healthcare/biotech/healthcare/indias-disproportionately-tiny-health-budget-a-national-security-concern/articleshow/49603121.cms
“CSR is emerging from being an additional charge of the human resource or communication departments to an independent function that requires skilled project managers”
"I see a trend in which CSR will not be an additional charge. That 'also' word is now going to disappear from our lexicon."- Bhaskar Chatterjee, director general and chief executive officer of Indian Institute of Corporate Affairs,
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http://economictimes.indiatimes.com/jobs/india-inc-on-a-hiring-binge-as-csr-grows-in-scale-scope-salaries-zoom/articleshow/46628802.cms
CSR professionals are in demand
Professional training on the rise
• “Indian Institute of Corporate Affairs is offering a 9 months online training program. It was the world's first Professional Course being offered by us on CSR. The first batch of 200 trained CSR professionals will be out into the market”
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http://timesofindia.indiatimes.com/business/india-business/CSR-spending-may-not-touch-Rs-20000-crore-mark/articleshow/46055040.cms
Proving value of sustainability is the
biggest opportunity
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THE STATE OF CSR REPORTING
AND COMMUNICATIONS, Ethical Corporation (2016)16
Conclusion
CSR is important and growing as a function
Communication is an integral part of every CSR professional’s responsibilities
Communication CSR responsibly is crucial for the company’s reputation and success
The role of the CSR professional will go beyond managing resources and the company agenda to collaborating, influencing, leading and negotiating
Newer skills and attributes are needed to be successful in CSR including research orientation, measurement and design thinking
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Resources & Courses
Look Up Sign Up
• http://www.csrwire.com
• http://www.triplepundit.com
• http://indiacsr.in/concept-of-csr/
• http://sustainabilitynext.in/
• Personal Branding -How to carve a niche and be your best
• Introduction to Internal Communication
• Starting Out In Your First Job? Make Sense of Work & Life
• How To Improve Your CSR Quotient
• Networking Begins With Giving
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• Twitter: • www.twitter.com/aniisu
• Visit the book FB page:• http://www.facebook.com/ICbook2012
• E-mail: • [email protected]
• Website: www.intraskope.com• Blog: www.aniisu.com