CSR & Community Relations

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Information about CSR & Community Relations

Published on April 18, 2008

Author: stephan

Source: slideshare.net

Community Relations Introduction to PR MAR15-3

Community Relations Key concepts: Social responsibilities of companies The company and it’s environment The (local) community Corporate philanthropy - Sponsorship

Key concepts:

Social responsibilities of companies

The company and it’s environment

The (local) community

Corporate philanthropy - Sponsorship

The levels of social responsibility Basic level: - pay taxes - observe law - deal fairly Organisational level: - minimise negative effects - act in ‘the spirit of law’ Societal level: - responsibility for a healthy society - help remove/alleviate society’s ills

Basic level: - pay taxes - observe law - deal fairly

Organisational level: - minimise negative effects - act in ‘the spirit of law’

Societal level: - responsibility for a healthy society - help remove/alleviate society’s ills

Social responsibility Social responsibility: Commitment at all levels Policy / Vision + Verifiable execution at all levels

Social responsibility:

Commitment at all levels

Policy / Vision +

Verifiable execution at all levels

For example… Co-operative Bank: no finance to oppressive governments Body Shop: no animal testing on products Singhburton Pubs: environmental consideration/ organic commitment social commitment to local community

Co-operative Bank: no finance to oppressive governments

Body Shop: no animal testing on products

Singhburton Pubs: environmental consideration/ organic commitment social commitment to local community

But it can also be on a smaller scale… Manufacturing waste responsibility for careful waste management commitment to keep waste down Fair marketing Fair representation of products No marketing to children Personnel decisions recruitment policies equal opportunities beyond equal ops law personal development

Manufacturing waste responsibility for careful waste management commitment to keep waste down

Fair marketing Fair representation of products No marketing to children

Personnel decisions recruitment policies equal opportunities beyond equal ops law personal development

Staff secondment Sending/allowing staff to work on community projects. Usually the salary will be paid while working on these projects Staff gain wider experience Staff motivation factor New insights/ perspective

Sending/allowing staff to work on community projects. Usually the salary will be paid while working on these projects

Staff gain wider experience

Staff motivation factor

New insights/ perspective

Other internal projects Environmental commitment Resources/Sourcing commitments Research benefiting local communities

Environmental commitment

Resources/Sourcing commitments

Research benefiting local communities

Some ideas for being a “good corporate citizen” internal policies as discussed before,… external policies such as…

internal policies as discussed before,…

external policies such as…

Use of facilities Making facilities, such as rooms, photocopying facilities etc available to local charities, interests groups etc Cheap Gives opportunity to see the company + learn about the company Company as a resource - not as a nuisance

Making facilities, such as rooms, photocopying facilities etc available to local charities, interests groups etc

Cheap

Gives opportunity to see the company

+ learn about the company

Company as a resource - not as a nuisance

Old equipment/Products donations Donating old equipment, surplus stock etc to charities Cheap Less obvious than other strategies

Donating old equipment, surplus stock etc to charities

Cheap

Less obvious than other strategies

Training for the local community Providing cheap (or free) training to the local community Usually requires commitment over a longer term Can be very rewarding for both staff and trainees Company becomes a resource for the community

Providing cheap (or free) training to the local community

Usually requires commitment over a longer term

Can be very rewarding for both staff and trainees

Company becomes a resource for the community

Open Days Special days in which the public can see the company, facilities, what is being done “Fun day” for both local community and staff Cheap(ish) Popular with children/educators Staff motivation factor Good for recruiting Shows how company operates

Special days in which the public can see the company, facilities, what is being done “Fun day” for both local community and staff

Cheap(ish)

Popular with children/educators

Staff motivation factor

Good for recruiting

Shows how company operates

Visitor Centres Special ‘centres’, or exhibitions about the company, special attractions etc. Expensive - but more continuous than open days Provide local employment Give continuous insight into the company

Special ‘centres’, or exhibitions about the company, special attractions etc.

Expensive - but more continuous than open days

Provide local employment

Give continuous insight into the company

Sponsorship Connected to ‘real’ community relations … but often less philanthropic in their aims

Connected to ‘real’ community relations

… but often less philanthropic in their aims

Community sponsorship Local education - books and computers The arts - opera and theatre - concerts - exhibitions Charities - local or national charities - voluntary bodies

Local education - books and computers

The arts - opera and theatre - concerts - exhibitions

Charities - local or national charities - voluntary bodies

Community sponsorship Awards - such as “young entrepreneur of the year” - literary etc Community events - local carnival - local festivals etc

Awards - such as “young entrepreneur of the year” - literary etc

Community events - local carnival - local festivals etc

Wrap up… Increasing incomes - freedom of expression of customers: - increase in focus on socially responsible companies It is simply no longer enough to simply obey the law The ‘company image’ is more than just a good logo, slogan and website - it is also commitment to social causes

Increasing incomes - freedom of expression of customers: - increase in focus on socially responsible companies

It is simply no longer enough to simply obey the law

The ‘company image’ is more than just a good logo, slogan and website - it is also commitment to social causes

Wrap up… Community relations are good for (Local) community - sees the company as a resource and not nuisance Staff - motivates staff - makes staff proud to be part of the company remember: staff are also part of the local community

Community relations are good for

(Local) community - sees the company as a resource and not nuisance

Staff - motivates staff - makes staff proud to be part of the company

remember: staff are also part of the local community

Wrap up… Can be in the form of: Gifts and donations Sponsorship A mix of both

Can be in the form of:

Gifts and donations

Sponsorship

A mix of both

Wrap up Reward the company with… Good public image Good opportunities for recruitment Good will in the (local) community

Reward the company with…

Good public image

Good opportunities for recruitment

Good will in the (local) community

Question for assignment Format of report: No special format required (such as type face, size etc.) but: - report should look professional - be written in a professional manner - be practical and applied - draw on examples

Format of report: No special format required (such as type face, size etc.) but: - report should look professional - be written in a professional manner - be practical and applied - draw on examples

More questions? Please remember to email your assignment questions to: [email_address]

Please remember to email your assignment questions to: [email_address]

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