How CSR Can Boost Your PR

What is CSR?

CSR is one instrument available to a company to help it realize higher profits.

CSR must align with your core business strategy.

Is CSR Valued?More than 88% of consumers think companies should try to achieve their business goals while improving society and the environment. www.DoWellDoGood.net

Many consumers don’t understand what “corporate social responsibility” is [but] would be willing to pay more for products from a socially responsible company — as much as $10 more. www.landor.com www.psbresearch.com www.burson-marsteller.com

50% of 18-34 years olds surveyed in this study claimed that they would be willing to take a pay cut to work for a socially responsible company. www.landor.com www.psbresearch.com www.burson-marsteller.com

How is CSR different from other tools?

It creates shared value

Your CSR plan will be:Unique to

your business.

Your CSR plan will include a focus on: Profit,

People, & Planet.

Your CSR plan can help you:

Strengthen your brand.

A Sample Post-Assessment* Plan

People • Increase the diversity of our workforce to include more females service managers so that our company demographics reflect the demographics of our community• Set up walking staff meetings for each department so we incorporate physical activity into our workplace • Increase professional development opportunities by 3% a year for the next three years

Planet • Increase our recycling efforts to include batteries (or another heavily used item)• Implement a purchasing policy outlining energy star guidelines as we replace old equipment• Decrease utility costs by 5% over the next 24 months

Profit• Improve our customer satisfaction ratings by 10%• Set budgets in November of each year for next year. Review progress monthly.• Create sales goals for each business development employee and review quarterly.

Assessments available through Green Plus (www.gogreenplus.org) and BCorp (www.bcorporation.net)

Making the ConnectionBrand: What you are known for PR: How to spread the word

Making the ConnectionBrand: What you are known for PR: How to spread the word

Make CSR part of your brand story

PR Activities to Engage Customers Be visible and TALK about your efforts

• Sponsorships and event attendance

• Community service

• Ad placement in targeted publications

• Press releases

• Create a CSR report or update that you can post on your website, share with your customers

• Create opportunities to ask your customers what they think about your efforts and how you can improve them

• Social media

PR Activities to Engage Your Employees• Create mechanisms for sharing ideas around solving company challenges

• Involve employees in selecting the charity the company will support

• Recognize your staff for doing what is valued by the company

• Let people know how they fit in to the big picture

How to Explore Adding CSR to Your Toolbox• Educate yourself

• Gauge interest around the office

• Bring in an outside resource to talk about what would be involved

Not Ready? Take baby steps Try one thing in each area, for example:

ProfitUpdate or write that business planHint: Get a SCORE mentor to help hold you accountable to the changes you’d like to make

PlanetCheck out your trash and your recycling bins – could you do more?

PeopleAsk your employees if they have suggestions about how to make the company better

Resources• Just Good Business, Kellie A. McElhaney

• Marketing That Matters, Chip Conley

• Good to Great and the Social Sectors, Jim Collins

For more information about how CSR can strengthen you PR efforts, contact Libbie Hough at Comma, libbiehough@cmatters.org.