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9 key-points in communicating CSR projects

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According to the survey on the Dynamics and perspective of the CSR domain in Romania, conducted in 2018 by CSRMedia.ro in collaboration with the consultancy firm Valoria, 78% of the respondent companies define social responsibility as community involvement, 63% consider it a sustainable business strategy, and 63% see it as business ethics.

The World Business Council for Sustainable Development defines Corporate Social Responsibility (CSR) as “the continuous commitment of companies to behave ethically and to contribute to economic development while improving the quality of life of employees and their families as well as of the local community and society in general “.

Why do companies get involved in CSR in Romania?

Through CSR projects and programs, companies aim to have a positive impact on the people, communities, and ecosystems that interact with the company’s activities. It is a principle that brands adopt on a voluntary basis, but becomes more and more a moral obligation to meet the needs of stakeholders.

In Romania, the same survey shows that 57% of companies are involved in CSR because it is part of their public relations strategy, 48% because it gives them recognition and visibility, 51% because it is part of their sustainability strategy, and 34% % because it facilitates the development of the employer brand. That’s why 63% of the companies say the PR and Marketing department has the budget line for CSR.

Implementation of CSR projects in Romania

Implementing corporate social responsibility projects can positively influence the business performance, reduce costs and improve efficiency, plus increase product quality. A well-designed and implemented CSR strategy can improve brand awareness and customer loyalty. For this, it is necessary to develop a well-structured internal and external communication plan for CSR initiatives.

In Romania, 81% of CSR companies communicate about their projects through press releases, 84% through social media, and 78% through the company’s website. The focus is on external communication, as 29% of companies consider customers to be the most important area for assessing the impact of CSR activity and only 10% of employees.

Communication of CSR projects in Romania

The most important issues that companies should focus on when structuring the communication strategy for their CSR projects are the following:

  1. Define your central message of CSR communication and adapt it for internal and external communication.
  2. Ensure that the central message is relevant to areas where the company does CSR projects (social, education, environment) so as not to create dissonance.
  3. Engage employees in generating the internal communication content for CSR projects.
  4. Establish the internal and external communication elements for each stage of the project (preparation, approval, planning, launch, rollout, monitoring, closure and celebration).
  5. Collaborate with an advertising agency to produce communication materials (text, images, video, etc.) with strong, impacting concepts.
  6. Also, collaborate with a media agency to communicate the results of your CSR projects to mass media or on social media platforms in order to reach to all target audiences.
  7. Measure and communicate the results of your CSR projects, especially within the company, to engage employees and build a CSR mentality.
  8. Set up feedback mechanisms to react to the CSR project team, your colleagues, other relevant audience categories in real-time.
  9. Make it possible for your employees to become advocates of your company’s corporate social responsibility projects on social media networks.

Bringing it all together

More and more brands include corporate social responsibility in their marketing strategy or even in their core business strategy when it involves not only a corporate perspective based on economic objectives but also the impact on the environment, people, and communities.

Under the pressure of the informed consumers, companies understand that they do not operate in an isolated economic space, but that their work has a major impact on the environment and social welfare. That is why it is important that CSR projects are communicated coherently and relevant to all stakeholder categories within and outside the company.

 Author: Angela Călina- Mind Shop

 

 

 

 

 

 

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