Communicating CSRKen EudyCEOCapstrat

In CSR communications, as with most communications, “show” is better than “tell.”

Six Cornerstones for Communicating CSR

1. There’s no need to stretch the truth.

“Honesty is the top-ranking personal value in the US, even as business favorability is at an all-time low. Being frank with consumers should be a top

priority...” -- Gfk Roper ConsultingTrendWorks, May 24, 2007

Truth: Honesty tops what people value

Value % of adults rate value

“very/extremely important”

Honesty 81Protecting family

78

Freedom 75Stable relationships

75

Friendship 73

Source: GfK Roper Consulting

Six Cornerstones for Communicating CSR

2. Be transparent.

“Transparency is almost as important as the results themselves...being transparent about how we achieved our success -- and our setbacks

-- enables Sun’s continuous improvement...” -- David Douglas, VP Eco

Responsibility Sun Microsystems

Transparency: Consumers want authenticity and honesty

Connecting consumer values with brands

Six Cornerstones for Communicating CSR

3. Employ third-party verification.

“Companies are always more credible when a neutral third-party has the chance to assess the success—and offer an independent, well-informed opinion about the significance of the action taken.”

-- Aron Cramer, CEO, Business for Social Responsibility

Third party: Personal experience and other sources are CSR-credible

Source: Fleishman-Hillard, National Consumers League, 2007

Six Cornerstones for Communicating CSR

4. Remember employees.

We’ve learned that not being shy about telling our CSR stories resonates incredibly well with employees. They’re the ones who drive these great accomplishments. There is tremendous power in ensuring that your people know you’re a company with a heart and soul that stands for ‘something more .’

-- Hector Motroni, Chief Ethics Officer, Xerox

Employees: Engaging employees adds to the bottom line

Six Cornerstones for Communicating CSR

5. Explain your metrics.

Taking stock of a top corporate citizen means looking at a broad range of social and environmental factors, as well as return to shareholders. A company that gives generously to local charitable organizations isn’t an exemplary citizen if it ignores the environmental effects of its operations and workers at its overseas suppliers are mistreated. Being an all-around good citizen means taking care of suppliers, employees, customers and investors, as well as the environment.

Corporate Responsibility Officer

Metrics: Consumers have varying expectations

Source: Fleishman-Hillard, National Consumers League, 2007

Six Cornerstones for Communicating CSR

6. Take the initiative.

Engagement raises brand awareness, offers valuable insights and perspectives from key stakeholders and gives us avenues of influence and opportunity to get the facts out...rather than have the community receive its information from the media or other third parties.”

-- Mary Jane Klocke, Director of North American

Shareholder Marketing, BP

Initiative: Consumers reward companies doing good

Being transparent, not invisible