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CSR Communication Plan
Wanda Barquin
Magnificat Strategic Communication
Background Non-Profit:
● Start-Up (NGO)● Facebook page● Press Release early August
Aims to:
Assist large corporate and public enterprises to develop their social responsibility initiatives and the related marketing communications strategies.
Provide strategic communications advice to small and mid-size companies, governments, and non-profit organizations.
Transform a brand into a socially responsible leader by maximizing a company or organization’s value of CSR and philanthropic efforts.
CompetitionNon-profit, For-profit Companies & Foundations aim to establish a significant presence in combating community’s issues • B-Corporation• Causecast• Thomson Reuters
Organizations focus on undertaking corporate volunteer programs & preparing people to address social issues• U.S. Volunteermatch• U.S.& L.A. Atlas Corps
Only facility developed by the community that provides families shelter and offers longer-lasting solutions.
Only facility developed by the community that provides families shelter and offers longer-lasting solutions.
Only facility developed by the community that provides families shelter and offers longer-lasting solutions.
Goal: Do Good, Do Better
• Human rights• Labor practices• Environment• Fair operating practices• Consumer issues• Community involvement• Development
ISO 26000 CSR Guidelines
Walk the Talk = BUILD TRUST
Measure Impact in Community = BE TRANSPARENT
Establish Best Practices = HELP OTHERS
Partner (NGOs, Gov’t, Assoc.) = SHARE GOOD NEWS
WHY?
• Employees• Customers• Companies • NGOs/Policy Organizations• Mentors/Potential Donors #collaborate• Media
Major NewspapersBusiness JournalistsHuman Interest Reporters
Key Publics
HOW? Simple PlanGovernance (Accountability/Transparency/Stakeholders) • Engaging Annual Report • Board of Directors• CSR across Departments• Management Evaluated on Targets Working Conditions (Ethical Behavior/Rule of Law)• Corporate Volunteerism• Employees Allowed to Participate in Blogs• Managed by Objectives
HOW? Simple PlanEnvironment: • Recycle
Community:• Partner with local associations to Share Free
Podcasts/1 minute videos w/Best Practices• Civic Engagement (10% Pro-Bono NGOs)• Giving (5% profits)
TACTICS: Tell Our Story!
Website & Google
HangoutsInfluencers Media
OutreachSocial Media
Communities #DoGoodDoBetter
Q&A
NGOsBusiness Leaders
FoundationsPolicy Associations
Brand Ambassadors/Mentors
Press RoomMedia Pitches
BlogosphereFacebookLinkedInTwitter
YouTube Channel
SWOT
Website MediaOutreach
Social Media
STRENGTHS“Early adopter”Clear understanding of CSR requirementsHelp Others w/“Best Practices”Staff w/marketing decision-making experience OPPORTUNITIESShowcase company’s CSR benefitsIncrease CSR reporting gradually Share own process of aligning firm’s DNA w/ social impact programs Highlight benefits of CSR predictabilityBetter reputation/image
WEAKNESSESNo brand recognitionLittle trust in value propositionNo defined target marketLack of specific core areas of expertiseNo established contacts and clientsNo sustainable revenue stream yet THREATSResistance to adopt CSR policies
Value of CSR issues not readily understood across the market
Inconsistent CSR communications
