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Dealing with community backlash on a CSR project gone wrong. Are you prepared to navigate the aftermath?

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Corporate Social Responsibility (CSR) is a complex dance of ethical practices, community engagement, and reputation management. When a CSR initiative fails, the consequences can ripple through the community, stirring up backlash that can threaten your company's standing. But when the tide turns against you, are you prepared to navigate the stormy aftermath? This article will guide you through the essential steps to address community concerns, mend relationships, and restore trust in your CSR commitments.

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Nadia Paleari

Sustainability Strategist | Advisory on ESG Reporting & Compliance | Climate Policy Specialist | Speaker on Transition…
Azucena Martínez A?ez

Comms Strategist evolucionando al universo de DEI || Disidente organizacional explorando el formato poliwork
Maria Elena Pereira Johannpeter

Apaixonada por cocriar a expans?o de consciências e transformar vidas para o sucesso e a felicidade. Palestrante…

1 Acknowledge Mistakes

First and foremost, acknowledge any missteps openly and without deflection. Transparency is key in rebuilding trust. You must be willing to admit where things went wrong and why. This isn't just about issuing a public apology; it's about taking responsibility and showing that you understand the impact of the failure on the community. A sincere acknowledgment is the first step towards mending fences and demonstrates that you value integrity and accountability.

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Nadia Paleari

Sustainability Strategist | Advisory on ESG Reporting & Compliance | Climate Policy Specialist | Speaker on Transition & Innovation | UNCTAD Youth Representative | EU Clima Pact Ambassador
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Dealing with community backlash on a CSR project gone wrong? Yep, been there. First thing, I listen—like really listen—to what the community is saying. Acknowledge their feelings, own up to the mistakes, and be super transparent about what went wrong and how we're fixing it. I dive in, talk directly to the people affected, and show them we're serious about making things right. It’s all about turning a tough situation into a chance to build trust and make real improvements. It’s tricky, but with honesty and a bit of grit, we can bounce back stronger and better connected with the community.

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Azucena Martínez A?ez

Comms Strategist evolucionando al universo de DEI || Disidente organizacional explorando el formato poliwork
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Ante una reacción violenta frente a un proyecto de RSE o RSC que salió mal, imagino que de alguna forma la comunidad ha terminado siendo víctima de algún tipo de da?o que impacta sus vidas, su integridad, su patrimonio o sus proyectos de vida personales, familiares y profesionales. En ese sentido, pienso que reconocer los errores es muy importante, pero no es suficiente. Propongo considerar procesos de reparación adicionales al reconocimiento. Estos procesos generalmente se conforman de cinco tipos de medidas: restitución, indemnización, rehabilitación, satisfacción y garantías de no repetición.

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2 Engage Directly

Engaging directly with the affected community members is crucial. Set up forums, meetings, or surveys to gather feedback and understand their concerns. This direct line of communication shows that you're not hiding behind corporate walls and are actively seeking a resolution. Listen more than you speak, and let the community know their voices are heard and their opinions valued. This engagement is a cornerstone of effective CSR and can turn adversaries into allies.

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3 Revise Strategies

Once you've heard from the community, it's time to revise your CSR strategies. Take the feedback seriously and use it to inform a better approach. This may mean overhauling your project or making minor adjustments, but the key is to show that you're responsive and adaptable. A revised strategy that takes community input into account can help heal the breach and demonstrate your commitment to getting CSR right.

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Maria Elena Pereira Johannpeter

Apaixonada por cocriar a expans?o de consciências e transformar vidas para o sucesso e a felicidade. Palestrante, consultora e fundadora da ONG Parceiros Voluntários, há mais de 25 anos, hoje presente em todo o Brasil.
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Quando falamos em "ouvir a comunidade", na verdade estaremos ouvindo um stakeholder, portanto a estratégia da empresa já inclui a Comunidade, e deve, portanto, levar a sua vis?o muito a sério, e n?o fazer a Pesquisa e, depois ignora-la por achar que ela n?o soma para o Resultado. A Pesquisa sendo feita ANTES de implantar qquer Programa, terá mais chances de dar certo. No segundo momento, poderá se compartilhar os resultados e ouvir novamente as Partes Interessadas, fortalecendo, assim, os vínculos com as Comunidades. Essa é uma constru??o permanente.

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4 Implement Changes

Implementation of changes is where your revised strategies take shape. It's important to act swiftly and effectively, ensuring that the changes you've promised are put into practice. This stage is about action, not just words, and it's vital to the recovery process. The community needs to see tangible evidence that their feedback has led to real improvements. This builds credibility and can help restore faith in your CSR efforts.

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Sergio Gómez Marín

DirCom & RSC en Gestaner
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La implementación de cambios debe ser visible y tangible. No basta con prometer mejoras; hay que demostrar con hechos que se están llevando a cabo. Por ejemplo, si un proyecto ambiental no cumplió con sus objetivos, se pueden introducir nuevas medidas más efectivas y comunicar claramente estos cambios a la comunidad. Esto no solo ayuda a recuperar la confianza, sino que también muestra un compromiso genuino con la mejora continua. Actuar con rapidez es fundamental para mitigar el impacto negativo. Cuanto antes se implementen los cambios, antes se podrá empezar a reconstruir la relación con la comunidad. De hecho, la transparencia en este proceso es vital.

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5 Monitor Progress

Monitoring the progress of your new CSR initiatives is essential for continuous improvement. Set up benchmarks and review them regularly to ensure that the changes are having the desired effect. This ongoing evaluation not only helps you stay on track but also signals to the community that you're committed to long-term success and accountability. It's a way of showing that you're not just interested in quick fixes but in sustainable, positive outcomes.

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Maria Elena Pereira Johannpeter

Apaixonada por cocriar a expans?o de consciências e transformar vidas para o sucesso e a felicidade. Palestrante, consultora e fundadora da ONG Parceiros Voluntários, há mais de 25 anos, hoje presente em todo o Brasil.
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Quando a RSE é uma ESTRATEGIA da empresa e n?o apenas um PROJETO, ela será um Setor, isto é: lhe será designado um Vice-Presidente ou um Diretor. E nas reuni?es estratégicas ela fará parte da Pauta. Quando a Empresa entende com profundidade que a RSE é um forte ATIVO, uma grande for?a Mobilizadora de novos Recursos tanto para sua Marca quanto para atrair Talentos. A RSE como estratégia é um valor agregador à Marca, e, em momentos de crise será o seu diferencial. Portanto, a Comunidade será sua parceira sempre, desde que trata com muito respeito e seriedade.

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6 Rebuild Trust

Finally, rebuilding trust is a gradual process that requires consistency and patience. Keep the lines of communication open even after the initial crisis has subsided. Continue to report on your progress and maintain transparency with all stakeholders. Trust is earned through persistent effort and by demonstrating that your company remains dedicated to its CSR values, even in the face of setbacks. It's a journey, but with the right approach, trust can be regained and even strengthened.

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Maria Elena Pereira Johannpeter

Apaixonada por cocriar a expans?o de consciências e transformar vidas para o sucesso e a felicidade. Palestrante, consultora e fundadora da ONG Parceiros Voluntários, há mais de 25 anos, hoje presente em todo o Brasil.
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A "reconstru??o" de algo, se torna muito mais oneroso do que ser honesto e transparente desde o inicio. O vaso depois que quebra, mesmo que seja consertado pelo melhor Restaurador, sempre ficará uma cicatriz, e se tornará frágil. Portanto, n?o queira economizar em algo que poderá fazer fatal para a sua empresa. O barato sai caro. A Marca, Imagem, Reputa??o de sua empresa n?o tem pre?o. é alto demais. E a marca pessoal, imagem e reputa??o de todos os membros de sua Governan?a e CEO, também, pois poderá significar ser vedado permanentemente para o Mercado, além das implica??es judiciais. Portanto, n?o pague para ver o alto custo de relegar os cuidados estratégicos com a RSE.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Dealing with community backlash on a CSR project gone wrong. Are you prepared to navigate the aftermath?

1

2

3

4

5

6

7

1 Acknowledge Mistakes

2 Engage Directly

3 Revise Strategies

4 Implement Changes

5 Monitor Progress

6 Rebuild Trust

7 Here’s what else to consider

Corporate Social Responsibility

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Dealing with community backlash on a CSR project gone wrong. Are you prepared to navigate the aftermath?

1

2

3

4

5

6

7

1 Acknowledge Mistakes

2 Engage Directly

3 Revise Strategies

4 Implement Changes

5 Monitor Progress

6 Rebuild Trust

7 Here’s what else to consider

Corporate Social Responsibility

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