CSR Communication Should Be More Impactful

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Corporate Responsibility > Best Practices

Ismael Bena - MBA, Management Consultant, Netherlands
CURRENT CSR COMMUNICATION STATUS: SUPERFICIAL While the notion of CSR has become mainstream and its benefits have been demonstrated to win over employees and shareholders, the communication of these efforts has remained superficial and one-dimensional. In general, the intention of CSR is to pursuit environmental or social issues, for example through integration in business practices. But corporations fail miserably to focus on the mission completion and instead direct most of their attention to the communication (self marketing) of such efforts. BETTER CSR COMMUNICATION NEEDED To achieve positive business and social change, the success criteria of CSR should aim at moving beyond awareness building or informing the general public of the corporate's issues and efforts. Instead, the goal for CSR communication should be to connect with people on an emotional level so relevant, that it results in action and response, creating buy-in to support the companies advocated mission (Humlen, (...) Read more? Sign up for free

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