Communicating CSR Progress
The ongoing challenge for companies implementing corporate social responsibility initiatives is how much to 'toot their own horn' about progress. At what point does calling out tangible company improvements become overly promotional and dismissed as empty marketing speak, or worse greenwashing? Also, what are the most effective communication vehicles?
According to the Natural Marketing Institute's 2007 LOHAS Consumer Trends Database, "most consumers prefer to learn about CSR through the news media…" This is understandable given the media’s perceived neutrality. An active media relations program is therefore important for any sustainability program.
The NMI survey also points out the importance of independent 3rd party groups/ratings. Public relations is far larger than media relations alone. Identifying trusted organizations and working collaboratively to improve a company's operations will help convey program credibility. As discussed in Battling Communication Schizophrenia, don't forget to have consistent messaging across the company website, product packaging, marketing materials, and more.
