Communication Strategy in the CSR Context

Middle East Consultants Network

Dr. Sherif Tehemar

Dr. Sherif H. Zaki Tehemar BDS/DDS, MS, PhD, FACOMS, CSSGB

CSR Consultant/CEO MECN

Chairman of CSR Committee DSFH

The question is not whether companies will engage in corporate social responsibility, but how they will create real and meaningful impact.

Corporate social responsibility is no longer an option — it is emphatically and indisputably a must-do.

Dr. Sherif Tehemar-CSR Qatar 2013

The Definition of CSR

The Value of implementing CSR (moral, social or

economic)

The Communication Strategy

CSR Awareness

The Role of Government


Jamali, D., M Zanhour and T. Keshishian (2009), “Peculiar Strengths and

Relational Attributes of SMEs in the Context of CSR” Journal of Business

Ethic 87 (3), 355-367

Sustainability Advisory Group, (2010), What do Middle Eastern Executives

think about CSR?

Mandurah S et al (2012) , Corporate Social Responsibility Among Saudi

Arabian Firms: An Empirical Investigation. Journal of Applied Business

Research ,

Dubai Chamber of Commerce and Industry (Dubai Chamber) funded by the

Emirates Foundation for Philanthropy (2012)


Dr. Sherif Tehemar

Principle of Who or What Really Counts. Edward Freeman (1984)

Stakeholders are those individuals or groups who can impact or are impacted by an organization’s successes or failures.

Shareholders

Stakeholders

Executives


Firm

Media

Employees

Suppliers

Competitors

Customers

Community

NGOs

Policy Makers

Investors

Gov. Bodies


Keep Informed Manage Closely &

Engage Deeply

Monitor with Minimum Effort

Consult & Keep Satisfied

Stekeholder Prioritization

Leve

l of

Inte

rest

Degree of Influence

Hig

h

High Low

Low

Imperial College of London


COMMUNICATE

VS. ENGAGE

Transmit Information

Share or exchange Information

Convey ideas

Involve Attract

Establish a Meaningful and solid connection


Dr. Sherif Tehemar

Sender

Message

Channel

Recipient


Why

Who

What

When

How


Dr. Sherif Tehemar

Timing

Stakeholder's entity

Content of the message

Communication Channel


Dr. Sherif Tehemar

Commitment of the Leadership

Existence of cultural of transparency

Presence of an organization strategy with clear CSR

objectives and goals

Presence of CSR department or CSR committee with

clear responsibilities

Presence of Solid Organizational Structure Hierarchy

Availability of organizational committees structure

with clear reporting mechanism

Tehemar S. (2012) : How to create an effective CSR communication Model. Sustainable Business Forum


Clear understanding of community’s culture

Proper identification and mapping of the

stakeholders with focus on the sector’s interest that

they represent

Presence of an active Total Quality Management

Department

Well-established data management process

Proper differentiation between the Public Relations

and CSR

Tehemar S. (2012) : How to create an effective CSR communication Model. Sustainable Business Forum


Industry

Size

Reputation/Brand

Logo/Slogan

CSR Position


Sincere

Clear

Comprehensive

Linked to core business

Framed/tailored








One way vs. two ways

Internal vs. external

Continuous vs. intermittent

Controllability vs. Credibility

Word-Of-Mouth

Online vs. Offline

Digital vs. Printed

Target-Specific

PR vs. CSR

Evaluated Periodically

CSR representatives (53)

Members (7)

Core Team (3)

Chairman

Community Advisory Committee CAC




Dr. Sherif Tehemar

Communication Channels with stakeholders, the frequency and key issues of concerns

Governmental Bodies External Committee/Committee Monthly/Quarterly Compliance

Charities Charity Office

Agreements

As indicated Preventive Healthcare

program

Regulator/Policy Makers External Committee/CAC/One-on-one Monthly/Quarterly Compliance

Competitors External Committees Monthly/Quarterly Service fees for insured

patient vs. quality

Employees

Staff Satisfaction Survey

CSR representative

CSR Committee

General Staff Meeting

Yearly

Monthly

Monthly

Yearly

-Better work environment

-Better on-job training

especially English language

-Better transportation/

accommodation

-Competitive salary scales

-Staff empowerment

Suppliers One-on-one

Committee

Daily

Quarterly

CSR awareness

Media One-on-one

Committee

As indicated

Quarterly

Separation of the CSR from

PR

Customers

Customer Satisfaction

Complaint Mechanism

One-on-one

Daily

As indicated

Daily

-Reduction of the waiting

time for patients to be

examined

-Reduction of the discharge

time for the in-patients

Community Committee

Brand Audit

Quarterly

Yearly

CSR awareness

Investors/Governance

Meeting Weekly Regular conduction of SWOT

analysis and strategy

revision

Priority

Communicate

Engage

Entity

Interests

Needs

Preferred Channels

Legitimate demands


1. Dialogue/Meeting/Survey

2. Community Teaching Center CTC

3. Website/Online

4. Sponsorship 5. Partnership

6. Workshops

7. Media Tools

8. CSR Report



73% of Smart Phone users don’t leave their home without their devices 90 Million daily YouTube views No1 Globally (YouTube views per internet user) 38% of all Arab tweets comes from Saudi Arabia

45%

35%

12% 8%

15-24

25-34

35-44

45+


Real Time feedbacks and inputs

Follow Leaders Monitor the CSR trend

140 characters Time resource


Creates or join CSR groups to share ideas, stories, network and promote key initiatives

Gets inputs from experts

Not for ordinary users Age limitation


Customized on geographic , age and gender basis

Branding Transparent engagement

High risk CSR should be well

implemented


More creative The advantage of Video Story/Morale through

visual

Cost




No control over the conversation. Not a one-way conversation Be prepared to protect your reputation or brand. Be credible, authentic and transparent in your

communications. Make sure you are communicating in a way that’s

believable and true to your business commitments. Use all social media outlets to engage. Invest in resources and talent to manage social and

new media communication.


We live by ethics & we grow by knowledge

S. Tehemar Middle East Consultants Network

www.mecn-eg.com www.drtehemar.com