A growing number of companies are tripping over themselves to develop corporate social responsibility programs. But they may be just spinning their wheels. According to the
fourth annual Corporate Social Responsibility (CSR) Monitor Survey of 21,000 consumers, shareholders and corporate employees in 21 countries, significant percentages of people in
most countries are unable to name a socially responsible company. Some other important elements from the study, which was released earlier this month, shows:
>> Recent corporate scandals in the U.S. -- and the ongoing debate about corporate governance -- have lowered expectations for companies to go beyond their traditional
economic role.
>> CSR has more appeal to consumers than cause-related marketing. A holistic approach to CSR resonates much more with consumers across most countries.
...And Tactics
There's a huge array of CSR programs now being cultivated by Corporate America. Unfortunately, most of them are not being properly publicized and companies "have themselves
to blame," says Christina O' Connell, director of CSRwire. "There's a disconnect between PR and the teams within the company that are leading the [CSR] projects." Although CSR
projects are more effective with the C-suite's endorsement, it's the PR director's responsibility to get the word out. "Good PR is based on good strategy," O'Connell says, "and if
I'm not counseling the C-suite and looking for opportunities to maximize exposure [about the CSR program] than I'm not doing my job."