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What do you do if your CSR efforts are not effectively building brand reputation?

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Corporate Social Responsibility (CSR) is a self-regulating business model that helps a company be socially accountable to itself, its stakeholders, and the public. When a company engages in CSR, it operates in ways that enhance society and the environment, rather than contribute negatively to them. However, if your CSR efforts are not enhancing your brand reputation as hoped, it's important to take strategic steps to address and rectify the situation.

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Debbie Haski-Leventhal

Purpose Leader | Inspirational speaker | Best-selling author | Awarded Professor of CSR | MBA Director | TED Speaker
Sergio Gómez Marín

DirCom & RSC en Gestaner
Bernardita Mu?oz Carbonne

| Consultora| Asesora Marketing y Comunicaciones | Transformación empresarial y Liderazgo | Mentora|Speaker | Relatora|

1 Assess Impact

Your first move should be to critically assess the impact of your CSR initiatives. Are they making a tangible difference, or are they just cosmetic? Authenticity in CSR is crucial, and if consumers sense that your efforts are superficial, this could harm your brand more than doing nothing at all. Look at the social or environmental issues you aim to address and evaluate whether your actions are effective and meaningful. This might involve gathering feedback from the communities you're trying to help or from your employees who are involved in the initiatives.

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Bernardita Mu?oz Carbonne

| Consultora| Asesora Marketing y Comunicaciones | Transformación empresarial y Liderazgo | Mentora|Speaker | Relatora|
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es importante hacer una autoevaluación considerando a diversos actores tanto internos como los colaboradores y como la comunidad, utilizando herramimentas del focus group, encuestas para hacer una evaluación del impacto.

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Leland Andercheck

Creative & Social Media Marketing Solutions
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CSR is always going to be an uphill battle—remember that the gloss is not the priority, but impact. You can drill down on local issues and show the authentic side of the brand by emphasizing those most affected and those who are most interested. If you've generated no organic chatter around your CSR in relevant community and advocacy groups (or it's overwhelmingly negative), you need to take all that criticism (or silence) to heart and sit down with the intended impact sector for some real conversations about what people are looking to see.

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2 Refine Strategy

If your CSR activities aren't resonating, it might be time to refine your strategy. Consider aligning your CSR efforts more closely with your company's core competencies and values. This alignment ensures that your CSR initiatives feel like a natural extension of your business rather than an afterthought. You might need to pivot towards causes that better reflect your brand's identity or that are more relevant to your customer base.

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Debbie Haski-Leventhal

Purpose Leader | Inspirational speaker | Best-selling author | Awarded Professor of CSR | MBA Director | TED Speaker
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The best way to understand strategic CSR is through Dolly Parton's words: "Figure out who you are, and do it on purpose". Figure out who you are as a business, what you know, what you stand for, what your vision is. Then, use it FOR purpose: to create a positive impact in the world.

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Bernardita Mu?oz Carbonne

| Consultora| Asesora Marketing y Comunicaciones | Transformación empresarial y Liderazgo | Mentora|Speaker | Relatora|
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es importante definir objetivos claros, especificos y de corto plazo y desde ahí apalancar la estrategia y el plan de acciones, objetivos y metas que sean medibles en el tiempo.

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3 Engage Stakeholders

Engaging stakeholders is crucial when recalibrating your CSR approach. This includes employees, customers, and community partners. Their insights can provide valuable perspectives on what's working and what's not. Moreover, involving them in the development of CSR projects can increase buy-in and authenticity. Engage in open dialogue, solicit feedback, and be prepared to act on what you learn to strengthen the connection between your CSR efforts and your brand reputation.

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Bernardita Mu?oz Carbonne

| Consultora| Asesora Marketing y Comunicaciones | Transformación empresarial y Liderazgo | Mentora|Speaker | Relatora|
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es vital importancia tener definido quienes son los stakeholders vinculantes y para cada uno de estos actores tener definido un plan de acción y de mensajes comunicacionales alineados al proposito de la organización

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4 Communicate Clearly

Clear communication about your CSR efforts is key to building brand reputation. Ensure that your messaging articulately conveys the purpose, goals, and outcomes of your initiatives. Avoid jargon and overly complex explanations; simplicity and transparency are your allies. If your audience doesn't understand what you're doing or why, they won't be able to appreciate or support your efforts.

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Sergio Gómez Marín

DirCom & RSC en Gestaner
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Es fundamental que comuniques con claridad tus acciones de Responsabilidad Social Corporativa a tus clientes, empleados y otros grupos de interés. La falta de comunicación puede llevar a malentendidos o a que tus esfuerzos pasen desapercibidos. Utiliza canales como redes sociales, boletines informativos y tu sitio web para compartir tus iniciativas y logros en RSC. De esta manera, podrás informar de manera efectiva sobre el impacto positivo que estás generando y construir una imagen sólida de tu marca.

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Bernardita Mu?oz Carbonne

| Consultora| Asesora Marketing y Comunicaciones | Transformación empresarial y Liderazgo | Mentora|Speaker | Relatora|
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la comunicación es clave, es importante tener mensajes predeterminados para los diversos stakeholders, teniendo en consideración los dolores y las soluciones que como organización uno puede aportar a dar solución

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5 Measure Outcomes

To understand the effectiveness of your CSR initiatives in building brand reputation, you must measure outcomes. This involves setting clear metrics for success at the outset and regularly reviewing progress against these benchmarks. If certain aspects of your CSR are not meeting expectations, it's important to identify why and adjust accordingly. Measurement can also provide you with positive stories to share about the difference your company is making.

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Bernardita Mu?oz Carbonne

| Consultora| Asesora Marketing y Comunicaciones | Transformación empresarial y Liderazgo | Mentora|Speaker | Relatora|
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es importante tener kpis determinados para evaluar cada acción realizada y sus resultados en el tiempo, de esta forma podemos ir tangibilizando los resultados y el feedback recibido

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6 Revisit Regularly

Finally, CSR is not a set-it-and-forget-it strategy. Regularly revisit and reassess your CSR initiatives to ensure they remain relevant and impactful. The social and environmental landscapes are constantly changing, and what was effective last year may not be this year. Keep your finger on the pulse of societal issues and be ready to adapt your approach. This demonstrates to the public that your commitment to CSR is ongoing and genuine.

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Bernardita Mu?oz Carbonne

| Consultora| Asesora Marketing y Comunicaciones | Transformación empresarial y Liderazgo | Mentora|Speaker | Relatora|
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la estrategias son flexibles por ende se pueden cambiar con el paso del tiempo, nada es rígido por ende se invita a flexibilizar constantemente en las acciones

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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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What do you do if your CSR efforts are not effectively building brand reputation?

1

2

3

4

5

6

7

1 Assess Impact

2 Refine Strategy

3 Engage Stakeholders

4 Communicate Clearly

5 Measure Outcomes

6 Revisit Regularly

7 Here’s what else to consider

Corporate Social Responsibility

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What do you do if your CSR efforts are not effectively building brand reputation?

1

2

3

4

5

6

7

1 Assess Impact

2 Refine Strategy

3 Engage Stakeholders

4 Communicate Clearly

5 Measure Outcomes

6 Revisit Regularly

7 Here’s what else to consider

Corporate Social Responsibility

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感谢您的反馈

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