Are you ready to t@lk about your company’s CSR in the Social Media?

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EON CEO Junie del Mundo addresses the ladies and gentlemen of the 2010 PR Congress of the Public Relations Society of the Philippines last 24 November 2010, talking about PR, CSR, and Social Media

EON CEO Junie del Mundo addresses the ladies and gentlemen of the 2010 PR Congress of the Public Relations Society of the Philippines last 24 November 2010, talking about PR, CSR, and Social Media

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  • 1. Are you ready to t @ lk about your company’s CSR in the Social Media? A presentation to the 2010 PR Congress By Junie Del Mundo CEO, EON The Stakeholder Relations Firm 24 November 2010
  • 2. Presentation Flow
    • Setting the ground rules on CSR
    • Why is CSR Communication important?
    • Bringing your CSR to social media
    • Final Word
  • 3. Setting the Ground Rules on CSR
  • 4. For most people, CSR is… Pictures downloaded from various sources through Google Image
  • 5. What is CSR?
    • Profits + Enlightened Self-Interest = CSR
    + = Credits: Google Images and Newsbreak Magazine
  • 6. What should be included in CSR Policies and Reports? General information about the company Mission-Vision-Values Stakeholder Map Health and safety, Equal opportunities Training and development. Pay and benefits Child Labor Safety and quality, Consumer education Customer satisfaction, customer retention Code of Conduct for Suppliers, Anti-bribery Charities, sponsorships Economic impact from jobs created , etc Impact to society, volunteerism Recycling, waste management Energy conservation Others Photo Credit: Google Images 1 Company Information 2 Employee Customer / Suppliers 3 Community 4 Environment 5
  • 7. Key Trends in CSR
    • CSR must be a corporate priority emanating from the top
    • Stakeholders often find communicating with companies to be difficult
    • Stakeholders expect companies to lead – not just to manage risks – on key issues
    • Employees have emerged as key CSR communications audiences
    • Transparency is a key indicator of a socially responsible company
    Source: Corporate Responsibility & Sustainability Communications: Who’s Listening? Who’s Leading? What Matters Most?, Edelman
  • 8. Why is CSR Communication important?
  • 9. Challenge to CSR Communication Photo Credit: Google Images
  • 10. CSR B loo P er Source: Greenpeace UK, Google Images V.S.
  • 11. CEO as the CSR Champion TOP-DOWN Communicate vision to align and focus the organization DOWN-UP Communicate progress to generate support and achieve sustainability
  • 12. Communication should be the base of CSR work Photo Credit: Google Images
  • 13. Choosing the right communication channel LOW Channel Richness HIGH Use the right channel depending on the audience and the message Send messages, gather feedback ROUTINE NON-ROUTINE Letters, Electronic Mails Publicity, Advertisements Social Networking Sites, Online discussions Events Face-to-face talk or meetings
  • 14. CSR Communication Points To align and focus the CSR initiatives under the company’s vision and values system Explaining the nature and breadth of the company’s CSR work Quantitative reporting of actual amount or value of work contributed through CSR work Highlighting observable improvements resulting from the conduct of CSR programs To demonstrate alignment with issues and stakeholder needs
  • 15. Learning from the UNEP Study
    • Media understanding – and sustained intelligent coverage – of CSR and Sustainable Development agendas is a necessary precondition for real progress
    • - UNEP Report
  • 16. Bringing your CSR to Social Media
  • 17. CSR Talk in the Philippines Source: www.blogpulse.com SONA / Hacienda Luisita Hostage Taking Crisis PAL Labor Issue Business
  • 18. How about Climate Change? Source: www.blogpulse.com SONA / Hacienda Luisita Hostage Taking Crisis PAL Labor Issue Business
  • 19. Mainstream Media (MSM) as source of CSR news
  • 20. From Mainstream Media to Online
  • 21. Sustagen and Alactagrow Recall
  • 22. The Citizen Journalist Mainstream  Online Report Influencers are individuals , not institutions Bloggers are commenting on news not just reporting new information
  • 23.
    • There is a unique opportunity to influence and engage in social media.
    • Who will seize that opportunity?
  • 24. Rules of Thumb
    • Be transparent and honest. Say who you are.
    • Be an expert on a subject matter. Share insights not just information.
    • Make it personal, not canned. Be conversational.
    • Participate in discussions. Spread your footprint.
    • Translate message to behavior. Build credibility.
  • 25. Final Word
  • 26. Why Filipino companies need to understand Real CSR Maritime Disasters Effects of Illegal Logging Compliance and Graft CSR is a concern of all… Multinationals, Filipino companies, even NGOs and Government
  • 27. Challenge to PR Practitioners
    • Elevate CSR Communication from publicity to stakeholder dialogue