The "Right Way" to Communicate CSR
“Why don’t we get credit for all the good things we do?” asked a CEO of Mark Kramer. As a cofounder and a managing director of the social-impact consulting firm FSG and a lecturer at Harvard Business School, Kramer’s answer in the Harvard Business Review sounds authoritative: companies err in using a one-size-fits-all strategy in communications. He argues that individualized messages are required for four different audiences: corporate watchdogs, employees, investors, and customers. Each audience needs a singular appeal to effectively communicate a company’s CSR efforts. Kramer underlines the importance of smarter messaging. “Increasingly, opportunities to create shared value that benefit both the company and society are becoming an essential part of corporate strategy.” It’s time to get the comms part of CSR right.
John Howell, Editorial Director
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