Don't make CSR your company's Coverage Securing Route

The origins of CSR or Corporate Social Responsibility can be traced back to as early as 1960s and over the past many years, the concept has only matured and become ubiquitous.

Corporations across the globe now invest precious financial and human resources towards supporting various community programs as multiple studies suggest that consumers are more likely to associate themselves with companies that contribute towards achieving the larger social good.

CSR objectives may vary from one organization to another, but the fact that most companies today have implemented some form of community program is proof that all of them recognize its benefits. These can be loyalty; reputation and also media visibility that helps raise awareness.

This later aspect often lures companies to join the CSR bandwagon as they often look at it as an easy Coverage Securing Route rather than an opportunity to achieve a larger business objective. Helping develop and implement a CSR program is also one of the mandates of the marketing communications team and it is not uncommon to see them considering more coverage friendly CSR options that can help them secure short term visibility.

The impact of such programs however is also ‘short term’ and such ad hoc initiatives do little to raise any kind of awareness or create an impact especially in today’s hyper information age.

Here are some tips to consider that can help you develop a more relevant and rewarding CSR initiative:

Don’t just follow the popular trend; instead link CSR to your organizations’ core capabilities: In every country, there are some community activities that are popular and one can find most companies getting engaged with those causes. For example in the UAE, it is almost a routine to see companies getting involved in cleaning the beach; donating to schools for children with special needs or participating in a disease awareness event. There is nothing wrong in being part of these initiatives, but can such a herd approach help you stand out and be recognized as the community champion that you may aspire to be? The answer is no.

How can this be changed? Start by looking at your company’s core capabilities and think of developing a program that aligns those strengths with the requirements of the community. Here are a few examples. If you are a knowledge-based company, look at creating a platform that imparts necessary career skills to the youth that can help them secure a job or set up their own business.

If you are a manufacturing business then you can think of innovative ways to use your technological know how to help combat a local issue. Providing tools that give access to clean water; helping develop cost effective artificial limbs for the poor; bringing internet access to remote areas and driving financial inclusion are some examples of activities where companies have contributed by leveraging their businesses’ core strength.

Think of contributing to the nation’s agenda: Another driver for your CSR approach can be the social agenda outlined by the country’s leadership.

In the UAE, for example the government is putting major emphasis on encouraging entrepreneurs to set up new business ventures. The government understands the vital importance of SMEs for the country’s economic progress and is hence working towards creating various opportunities for this segment. Supporting the nation’s agenda will help your business get aligned with the local society’s aspirations, which is especially important for global companies that work hard towards achieving local acceptance and not be considered as outsiders.

Let word of mouth be the initiator of media visibility: The urge to communicate your act of good deed is understandable and it is common to see companies prepare their media approach almost immediately after they have finalized their community program. Better option will be to first implement your program, achieve a milestone and then let the community do the talking. This approach is especially relevant in today’s social media age where information exchange is instant. Being seen as focused on the CSR activity and not media visibility would instead earn more kudos.

Expecting visibility on your company’s CSR programs is not inappropriate. However don’t let coverage expectations be the driver of your community engagement initiative. Instead, focus on bringing a real change (big or small) and ensure that it is sustained. You will then notice how press clippings are simply a byproduct of earning precious loyalty, reputation and most importantly the happiness of your community.