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Not only is it essential for companies to develop CSR initiatives, they must develop communications strategies around those programs that reach target audiences. Like it or not, what the media says matters, and few things can influence public opinion and build a good reputation as effective CSR programs.
Tracy Zampaglione, APR, PR administrator for the Orange County Library System in Orlando, Fla., offer five ways to earn favorable CSR media coverage:
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Go Web wild. Use the depth and breadth of your Web site to post CSR successes. From your CEO message to dedicated pages and press coverage, share it here for the world to see.
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Get social. Use the immediacy of Twitter and Facebook to post frequent updates on your latest and greatest CSR efforts.
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Corporate communications. From your annual report to newsletters, e-mail signatures to your on-hold phone message, all should speak to your commitment to CSR.
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Compare and partner. Check out the competition and then exceed their CSR record. Or take a collaborative approach to do more good together. There’s strength in numbers.
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Tap employees. Engaged and caring employees can be some of the best brand ambassadors for CSR. When employees are proud to work for a socially responsible organization, they’ll tell others.
Follow Bill Miltenberg: @bmiltenberg
PR News subscribers can read about how ESPN activated volunteers and student athletes as part of its CSR initiative in the case study: Integrated PR Tactics, Internal Communications Help Pay It Forward for ESPN’s Rise Up - Give Back! Campaign."