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How do you keep your CSR message consistent across channels?

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Corporate social responsibility (CSR) is not just a buzzword, but a way of doing business that reflects your values, mission, and impact on society and the environment. However, communicating your CSR efforts effectively and consistently across different channels can be challenging, especially in a noisy and competitive market. In this article, we will share some tips on how to keep your CSR message consistent across channels, and why it matters for your brand reputation, customer loyalty, and stakeholder engagement.

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Rachel Savage

Helping founders and teams to capture the words of their purpose-led story and connect with their people and customers…
Anuradha Agnihotri

Professor of Practice and Associate Director, Marketing, Indian School of Hospitality| Ex CNN, Publicis, WPP
Nicole Stofberg

Professor in Applied Science | Platform Economy | Next Reality| Sustainable Business Strategy | Sharing Economy |…

1 Define your CSR goals and strategy

Before you start spreading the word about your CSR initiatives, you need to have a clear and coherent vision of what you want to achieve, how you will measure your progress, and how you will align your CSR goals with your business objectives. Your CSR strategy should be based on your core values, stakeholder expectations, and industry standards, and should be integrated into your overall business plan. Having a well-defined CSR strategy will help you craft a consistent CSR message that reflects your purpose, identity, and impact.

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Rachel Savage

Helping founders and teams to capture the words of their purpose-led story and connect with their people and customers | Brand New Story? founder and creator | Story & Content Strategist | Copywriter
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This is all great. But there's a missing piece of work that needs to be done in between the strategy and the messaging. Strategies are written in the language of the boardroom. Messaging isn't. When we make the brand the hero of this work it often makes for 'boring comms and content'. A new approach is needed. #TheWorldNeedsYourStory

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2 Choose the right channels and formats

Depending on your target audience, your CSR message may need to be adapted to different channels and formats, such as social media, blogs, newsletters, podcasts, videos, reports, or events. However, this does not mean that you should compromise on the quality, clarity, or authenticity of your message. Rather, you should consider the best way to convey your message in each channel and format, and use the appropriate tone, style, and language. For example, you may use more informal and engaging language on social media, and more formal and detailed language on reports. You may also use different types of content, such as stories, testimonials, statistics, or infographics, to highlight different aspects of your CSR efforts.

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Anuradha Agnihotri

Professor of Practice and Associate Director, Marketing, Indian School of Hospitality| Ex CNN, Publicis, WPP
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Start with the basics. For CSR Communications and indeed all Communications campaigns, choose the channels where your target audiences are present and engaged. Use content which blends your brand messaging with channel appropriate tone to create and strengthen brand resonance. Remember there can be no 'one-size-fits-all' approach especially for inter-generational marketing so customise channels and messaging when reaching out to diverse demographics.

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3 Create a consistent brand voice and identity

One of the key elements of keeping your CSR message consistent across channels is to create a consistent brand voice and identity that reflects your values, personality, and culture. Your brand voice and identity should be recognizable and distinctive across all your communication channels, and should match your CSR goals and strategy. For example, if your CSR goal is to promote environmental sustainability, your brand voice and identity should convey a sense of responsibility, innovation, and optimism, and your visual elements should use green or natural colors, images, and fonts. Creating a consistent brand voice and identity will help you build trust, credibility, and loyalty among your audience.

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4 Engage with your audience and stakeholders

Another way to keep your CSR message consistent across channels is to engage with your audience and stakeholders, and to listen to their feedback, opinions, and expectations. By engaging with your audience and stakeholders, you can create a dialogue and a relationship that goes beyond one-way communication. You can also use their input to improve your CSR efforts, to address any gaps or challenges, and to showcase your impact and achievements. For example, you can invite your customers to share their stories or experiences related to your CSR initiatives, you can ask your employees to volunteer or participate in your CSR activities, or you can collaborate with your partners or suppliers to create joint CSR projects.

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Anuradha Agnihotri

Professor of Practice and Associate Director, Marketing, Indian School of Hospitality| Ex CNN, Publicis, WPP
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Absorb and respond to positive AND negative feedback to your CSR communications as both provide valuable insights into what to retain/reinforce and what to change not just in messaging but also organisational CSR programmes overall. This is especially crucial when the feedback is shared by grassroots stakeholders and the communities we are seeking to partner with and support. In my experience, organisations can unfortunately, occasionally have an 'ostrich' like approach to feedback that is not positive, but it is crucial to view these observations not as criticism but as opportunities for growth and evolve CSR programmes and messaging accordingly.

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Nicole Stofberg

Professor in Applied Science | Platform Economy | Next Reality| Sustainable Business Strategy | Sharing Economy | Circular Economy | Car Sharing | Data ??
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Agreed! Again a good way to gain feedback from multiple stakeholders is to collabate to distribute our knowledge but also to present it in an engaging new manner

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5 Monitor and evaluate your CSR communication

Finally, to keep your CSR message consistent across channels, you need to monitor and evaluate your CSR communication, and to measure its effectiveness and outcomes. By monitoring and evaluating your CSR communication, you can track your performance, identify your strengths and weaknesses, and adjust your strategy and tactics accordingly. You can also use the data and insights you collect to demonstrate your impact and value, and to communicate your results and achievements to your audience and stakeholders. For example, you can use metrics such as reach, engagement, sentiment, or conversion to measure your CSR communication on different channels, and you can use tools such as surveys, interviews, or focus groups to collect qualitative feedback from your audience and stakeholders.

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6 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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Nicole Stofberg

Professor in Applied Science | Platform Economy | Next Reality| Sustainable Business Strategy | Sharing Economy | Circular Economy | Car Sharing | Data ??
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I think its important that we inform stakeholders both consumers and businesses that they can achieve sustainable goods through multiple ways. Such as b2b sharing a topic that receives far too little attention. And to also communicate clearly that sustainability can be accomplished through several strategies. There is no one solution, according to the principles of the circular economy

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How do you keep your CSR message consistent across channels?

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3

4

5

6

1 Define your CSR goals and strategy

2 Choose the right channels and formats

3 Create a consistent brand voice and identity

4 Engage with your audience and stakeholders

5 Monitor and evaluate your CSR communication

6 Here’s what else to consider

Corporate Social Responsibility

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How do you keep your CSR message consistent across channels?

1

2

3

4

5

6

1 Define your CSR goals and strategy

2 Choose the right channels and formats

3 Create a consistent brand voice and identity

4 Engage with your audience and stakeholders

5 Monitor and evaluate your CSR communication

6 Here’s what else to consider

Corporate Social Responsibility

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