Post by account_disabled on Feb 26, 2024 19:38:59 GMT -8
When a company obtains the first results of its social responsibility (CSR) initiatives, it is normal for it to publish a sustainability report to communicate its progress. Although making a report is almost an obligation, the truth is that they focus more on figures or have a format that is too serious that often fails to create a connection with people. Sure, there are several reports that break with this and are totally innovative , but there is also another effective way to communicate your projects: tell the story of your social responsibility . Telling stories is the best way to create empathy with people and, thus, make them identify with your brand and your products. An example of this is Tous , whose Tender Stories marketing campaign achieved a positive reaction from consumers and, in addition, the commercials managed to convey the brand's values: tenderness, fun and youth of spirit. Tiffany & CO. , another company dedicated to jewelry, is also committed to telling stories and does not hesitate to apply the same strategy for its CSR communication . As you can see, Tiffany didn't need to use graphs or charts in this video to demonstrate her commitment to quality and social responsibility. She saved that for her sustainability report , which also has a clean and attractive format for readers. how to tell a rse story; storytelling examples How can you tell the story of your social responsibility ? This is where your company's marketing team comes in. It doesn't matter if none of its members are experts in CSR, but the head of marketing does have to work closely with the director of social responsibility and sustainability to create a good story. Susan McPherson, founder of McPherson Strategies , spoke about this topic in an interview with GMN . “[Marketing and sustainability teams] can work together and promote stories through various channels such as social media, newsletters , web platforms and even traditional billboards.” This communication, McPherson emphasizes, has to be directed to consumers, clients, investors, collaborators and other interest groups. Don't just focus on attracting one of them, as they are all vital to your business.
It is obvious that the same New Zealand WhatsApp Number List communication cannot work for everyone, and that is why you need to plan a strategy for each one. The fundamental thing is not to forget that you are not doing this to make a profit, that is an additional benefit. If stakeholders notice that telling your social responsibility story is just a means to sell products, they will reject it and you won't build a close relationship with them or earn their loyalty. how to tell rse stories; examples We must remember McPherson's words at this point: “CSR is not a marketing strategy, but it can help a company improve its image. CSR is about having a real commitment to the people, the planet and the communities where your company operates.” As you begin to tell your CSR story , don't be afraid to tell it all: the new ideas, the progress of initiatives, the successes and the mistakes. It is better to admit that there was a flaw in your strategy than to hide it, as a small problem can turn into a reputation crisis if not managed or communicated correctly. Susan McPherson has a few tips to get you started working on your communication. How to tell your CSR story Focus on results By this we are not referring to the figures, but to the value of the development of the initiative. Don't focus on numbers or mentioning percentages, rather teach how the life of a community has changed or how it will benefit society – and, therefore, interest groups – and the planet. Cinépolis constantly broadcasts testimonial videos of its program Del Amor Nace La Vista on its YouTube channel , and in commercials prior to the screening of a film.
In this content, we can see the impact it has had on the communities and also on the people who help in this program. Learn from others One of the best ways to plan your CSR story well is to review the work of other corporations that already have more experience in this aspect. Likewise, you can attend conferences or events related to the topic, or read about them on specialized portals if you can't go. A company you can learn from is Kellogg . Aware that sustainability reports are not so popular, the company decided to try a different format and launched the video “The Kellogg CSR Report in 90 Seconds” in which it reported on its progress in terms of community, environment, market and workplace. Don't underestimate the stories In social responsibility, it is usually difficult to obtain exact results, and there is no problem with that. You don't always need to show big numbers or elaborate tables to measure the impact of your projects, sometimes all you need is an emotional story that shows the value you are creating. In 2015, just a few days before February 14, FedEx helped the conservation of the Arctic fur seal and communicated it without even directly mentioning that detail. Instead, he chose to tell the love story between Commander and Ursula, the sea bear couple who met to try to have cubs and preserve their species. Set objectives, constantly review, evaluate and modify. Give it a [360 degree] spin if you have to! –Susan McPherson. There is a simple method to differentiate yourself from other companies: talk to your stakeholders and ask them how they want you to communicate with them. Email or newsletter ? How often do you want to receive the information? In what format? Tell the story of your CSR with its ups and downs; If the opportunity arises to collaborate with someone else, be it a company or non-governmental organization, go ahead.
It is obvious that the same New Zealand WhatsApp Number List communication cannot work for everyone, and that is why you need to plan a strategy for each one. The fundamental thing is not to forget that you are not doing this to make a profit, that is an additional benefit. If stakeholders notice that telling your social responsibility story is just a means to sell products, they will reject it and you won't build a close relationship with them or earn their loyalty. how to tell rse stories; examples We must remember McPherson's words at this point: “CSR is not a marketing strategy, but it can help a company improve its image. CSR is about having a real commitment to the people, the planet and the communities where your company operates.” As you begin to tell your CSR story , don't be afraid to tell it all: the new ideas, the progress of initiatives, the successes and the mistakes. It is better to admit that there was a flaw in your strategy than to hide it, as a small problem can turn into a reputation crisis if not managed or communicated correctly. Susan McPherson has a few tips to get you started working on your communication. How to tell your CSR story Focus on results By this we are not referring to the figures, but to the value of the development of the initiative. Don't focus on numbers or mentioning percentages, rather teach how the life of a community has changed or how it will benefit society – and, therefore, interest groups – and the planet. Cinépolis constantly broadcasts testimonial videos of its program Del Amor Nace La Vista on its YouTube channel , and in commercials prior to the screening of a film.
In this content, we can see the impact it has had on the communities and also on the people who help in this program. Learn from others One of the best ways to plan your CSR story well is to review the work of other corporations that already have more experience in this aspect. Likewise, you can attend conferences or events related to the topic, or read about them on specialized portals if you can't go. A company you can learn from is Kellogg . Aware that sustainability reports are not so popular, the company decided to try a different format and launched the video “The Kellogg CSR Report in 90 Seconds” in which it reported on its progress in terms of community, environment, market and workplace. Don't underestimate the stories In social responsibility, it is usually difficult to obtain exact results, and there is no problem with that. You don't always need to show big numbers or elaborate tables to measure the impact of your projects, sometimes all you need is an emotional story that shows the value you are creating. In 2015, just a few days before February 14, FedEx helped the conservation of the Arctic fur seal and communicated it without even directly mentioning that detail. Instead, he chose to tell the love story between Commander and Ursula, the sea bear couple who met to try to have cubs and preserve their species. Set objectives, constantly review, evaluate and modify. Give it a [360 degree] spin if you have to! –Susan McPherson. There is a simple method to differentiate yourself from other companies: talk to your stakeholders and ask them how they want you to communicate with them. Email or newsletter ? How often do you want to receive the information? In what format? Tell the story of your CSR with its ups and downs; If the opportunity arises to collaborate with someone else, be it a company or non-governmental organization, go ahead.