Post by account_disabled on Feb 27, 2024 1:18:33 GMT -6
Annual sustainability reports and social responsibility communication plans (CSR) are fundamental elements that a company committed to society and the environment must cover. Although there are innovative reports and successful campaigns both on social networks and other types of media, some companies continue to fall into common mistakes that negatively impact their entire efforts. As if that were not enough, these types of situations can cause a good reputation to be lost and consumers decide to be loyal to another brand. To ensure that your business does not go through something similar, we tell you the 10 mistakes that, according to TriplePundit , you need to avoid. 1. You keep your initiatives hidden Unlike what happens with the launch of new products or services, companies still reserve announcing their CSR ideas or projects. You don't have to discuss every detail of the implementation, but you should publicly communicate a new initiative, a major donation (that aligns with your company's purpose ), or an accomplishment that made a real difference. Your CSR programs don't have to be perfect for you to talk about them. What's more, by communicating them openly you will know the opinion of your interest groups and you will realize the aspects that work well and those that need to be corrected. examples of errors in CSR communication 2. You use communication strategies for everything Now it is the opposite case. Just as there are many corporations that prefer to share very little of their social responsibility, there are others that do not believe they say enough. Don't send out a press release every time you do something CSR, especially if it's something along the lines of "today was the first day we used LED lights." This does not mean that every small action does not count, but it does not warrant that you plan a communication strategy for it. Announce the initiatives you take to support causes related to your business and mission. Maybe your company is very interested in renewable energy, but you sell pet products. Why not focus entirely on designing a solid plan to communicate your efforts in promoting animal respect and continue with the other topics without giving them so much relevance in your communication? 3.
You communicate before acting Once again, the New Zealand WhatsApp Number terrible example of greenwashing appears : stating that you carry out practices that are not true, or that their true impact is not what you communicate. More than an easy mistake to make, it is a situation that no company, ever, should do. All people who make up a company must be aware of the CSR programs that are carried out. This way, they have the same information and know the status of each project. This is also a help for your communications team, since they will know the best way to promote responsible corporate practices. Monitor your communication strategy well and do not allow it to abuse praise or underestimate the real effort of the organization. 4. You forget the purpose of your company This error goes hand in hand with point number two. Don't let your CSR communication focus on topics that are outside the core of your business. TriplePundit puts it clearly: “If you are a pharmaceutical company, we want to know how many people your products and your stance on animal testing have helped; “We are not interested in knowing if your factory has solar panels installed.” This same statement applies to all companies, regardless of their industry. Of course you can support other causes, just keep in mind that actively including them in your communication strategy may not generate any impact reaction or create value for your business. 5. You don't listen to your interest groups If you are clear about the purpose and communication of your company, you probably think it is clear to others, but usually this is not the case. Collaborators, investors, suppliers, consumers, organizations and other groups have different ideas regarding what will really generate value for the company. Not talking to them causes disagreements and problems in the implementation of a CSR communication strategy. Ask them about what they consider valuable to the business, accept their suggestions and keep them informed of progress, good and bad. 10 mistakes companies make when communicating CSR 6. You only communicate when you have to defend According to mistake number one on this list, don't keep your CSR private.
Publish information on your website, on your social networks and other communication channels. Do not follow the example of other companies that, for not sharing data about their initiatives or the measures they take to create sustainability, have been involved in scandals and identified as non-responsible companies by non-governmental organizations (NGOs) such as Greenpeace. If you are not transparent or evasive, people will think you are hiding illegal practices and NGOs will be the first to call for a boycott. Be honest and show that you are open to answering questions and providing information about your CSR. 7. You don't say the negative We all like to talk about our achievements and successes, but social responsibility also means putting on the table what we don't like to reveal. In your CSR communication it is essential that you tell the good and the bad, without exaggerating in either aspect. Stakeholders notice how honest you are and, if they are sure that you respect transparency, you will improve your relationship with them and they will be willing to help when required. We know that the path to sustainability is not easy, so no one expects immediate or perfect results. Don't disguise your performance. 8. Fill your reports with images In sustainability reports, it is common to find photos that give the perfect CSR tone: natural landscapes, photos of products, images of staff and facilities, etc. That's all fine, as long as it doesn't obscure the real information. When preparing a sustainability report you have to know how to handle the content. Don't saturate it with figures and text because, let's face it, almost no one reads such a heavy text; Don't fill it with inspiring photos and phrases either, and forget to include important hard data. There has to be a balance in your report. Yes, tell a story and back it up with information. In the digital version you can include multimedia content that is more attractive and illuminating for the reader. 9. You don't know what other companies do Comparing your CSR communication strategies with those of other companies is an excellent tool that not many take advantage of. Do this comparison and you will be able to know if you are on par with your competition, if you are falling behind, how you can progress and in what aspects you are already better.
You communicate before acting Once again, the New Zealand WhatsApp Number terrible example of greenwashing appears : stating that you carry out practices that are not true, or that their true impact is not what you communicate. More than an easy mistake to make, it is a situation that no company, ever, should do. All people who make up a company must be aware of the CSR programs that are carried out. This way, they have the same information and know the status of each project. This is also a help for your communications team, since they will know the best way to promote responsible corporate practices. Monitor your communication strategy well and do not allow it to abuse praise or underestimate the real effort of the organization. 4. You forget the purpose of your company This error goes hand in hand with point number two. Don't let your CSR communication focus on topics that are outside the core of your business. TriplePundit puts it clearly: “If you are a pharmaceutical company, we want to know how many people your products and your stance on animal testing have helped; “We are not interested in knowing if your factory has solar panels installed.” This same statement applies to all companies, regardless of their industry. Of course you can support other causes, just keep in mind that actively including them in your communication strategy may not generate any impact reaction or create value for your business. 5. You don't listen to your interest groups If you are clear about the purpose and communication of your company, you probably think it is clear to others, but usually this is not the case. Collaborators, investors, suppliers, consumers, organizations and other groups have different ideas regarding what will really generate value for the company. Not talking to them causes disagreements and problems in the implementation of a CSR communication strategy. Ask them about what they consider valuable to the business, accept their suggestions and keep them informed of progress, good and bad. 10 mistakes companies make when communicating CSR 6. You only communicate when you have to defend According to mistake number one on this list, don't keep your CSR private.
Publish information on your website, on your social networks and other communication channels. Do not follow the example of other companies that, for not sharing data about their initiatives or the measures they take to create sustainability, have been involved in scandals and identified as non-responsible companies by non-governmental organizations (NGOs) such as Greenpeace. If you are not transparent or evasive, people will think you are hiding illegal practices and NGOs will be the first to call for a boycott. Be honest and show that you are open to answering questions and providing information about your CSR. 7. You don't say the negative We all like to talk about our achievements and successes, but social responsibility also means putting on the table what we don't like to reveal. In your CSR communication it is essential that you tell the good and the bad, without exaggerating in either aspect. Stakeholders notice how honest you are and, if they are sure that you respect transparency, you will improve your relationship with them and they will be willing to help when required. We know that the path to sustainability is not easy, so no one expects immediate or perfect results. Don't disguise your performance. 8. Fill your reports with images In sustainability reports, it is common to find photos that give the perfect CSR tone: natural landscapes, photos of products, images of staff and facilities, etc. That's all fine, as long as it doesn't obscure the real information. When preparing a sustainability report you have to know how to handle the content. Don't saturate it with figures and text because, let's face it, almost no one reads such a heavy text; Don't fill it with inspiring photos and phrases either, and forget to include important hard data. There has to be a balance in your report. Yes, tell a story and back it up with information. In the digital version you can include multimedia content that is more attractive and illuminating for the reader. 9. You don't know what other companies do Comparing your CSR communication strategies with those of other companies is an excellent tool that not many take advantage of. Do this comparison and you will be able to know if you are on par with your competition, if you are falling behind, how you can progress and in what aspects you are already better.