Communication Strategy in the CSR Context

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A presentation that focused on the factors affecting communication within the Corporate Social responsibility

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Communication Strategy in the CSR Context

  1. 1. Middle East Consultants Network
  2. 2. Dr. Sherif H. Zaki Tehemar BDS/DDS, MS, PhD, FACOMS, CSSGB CSR Consultant/CEO MECN Chairman of CSR Committee DSFH Dr. Sherif Tehemar
  3. 3. Corporate social responsibility is no longer an option — it is emphatically and indisputably a must-do. The question is not whether companies will engage in corporate social responsibility, but how they will create real and meaningful impact. Dr. Sherif Tehemar-CSR Qatar 2013
  4. 4.  The Definition of CSR  The Value of implementing CSR (moral, social or economic)  The Communication Strategy  CSR Awareness  The Role of Government Dr. Sherif Tehemar-CSR Qatar 2013
  5. 5. Jamali, D., M Zanhour and T. Keshishian (2009), “Peculiar Strengths and Relational Attributes of SMEs in the Context of CSR” Journal of Business Ethic 87 (3), 355-367 Sustainability Advisory Group, (2010), What do Middle Eastern Executives think about CSR? Mandurah S et al (2012) , Corporate Social Responsibility Among Saudi Arabian Firms: An Empirical Investigation. Journal of Applied Business Research , Dubai Chamber of Commerce and Industry (Dubai Chamber) funded by the Emirates Foundation for Philanthropy (2012) Dr. Sherif Tehemar-CSR Qatar 2013
  6. 6. Dr. Sherif Tehemar
  7. 7. Principle of Who or What Really Counts. Stakeholders Edward Freeman (1984) Stakeholders Shareholders individuals or groups who are those can impact or are impacted by an organization’s successes or failures. Executives Dr. Sherif Tehemar-CSR Qatar 2013
  8. 8. Media Gov. Bodies Employees Investors Suppliers Firm Policy Makers Competitors NGOs Customers Community Dr. Sherif Tehemar-CSR Qatar 2013
  9. 9. Low Level of Interest High Imperial College of London Keep Informed Manage Closely & Engage Deeply Stekeholder Prioritization Monitor with Minimum Effort Low Consult & Keep Satisfied Degree of Influence Dr. Sherif Tehemar-CSR Qatar 2013 High
  10. 10. Share or exchange Information Transmit Information Convey ideas COMMUNICATE VS. ENGAGE Involve Attract Establish a Meaningful and solid connection Dr. Sherif Tehemar-CSR Qatar 2013
  11. 11. Dr. Sherif Tehemar
  12. 12.     Sender Message Channel Recipient Dr. Sherif Tehemar-CSR Qatar 2013
  13. 13. Why Who What When How Dr. Sherif Tehemar-CSR Qatar 2013
  14. 14. Dr. Sherif Tehemar
  15. 15. Timing Stakeholder's entity Content of the message Communication Channel Dr. Sherif Tehemar-CSR Qatar 2013
  16. 16. Dr. Sherif Tehemar
  17. 17.  Commitment of the Leadership  Existence of cultural of transparency  Presence of an organization strategy with clear CSR objectives and goals  Presence of CSR department or CSR committee with clear responsibilities  Presence of Solid Organizational Structure Hierarchy  Availability of organizational committees structure with clear reporting mechanism Tehemar S. (2012) : How to create an effective CSR communication Model. Sustainable Business Forum Dr. Sherif Tehemar-CSR Qatar 2013
  18. 18.  Clear understanding of community’s culture  Proper identification and mapping of the stakeholders with focus on the sector’s interest that they represent  Presence of an active Total Quality Management Department  Well-established data management process  Proper differentiation between the Public Relations and CSR Tehemar S. (2012) : How to create an effective CSR communication Model. Sustainable Business Forum Dr. Sherif Tehemar-CSR Qatar 2013
  19. 19.      Industry Size Reputation/Brand Logo/Slogan CSR Position Dr. Sherif Tehemar-CSR Qatar 2013
  20. 20.      Sincere Clear Comprehensive Linked to core business Framed/tailored Dr. Sherif Tehemar-CSR Qatar 2013
  21. 21. Dr. Sherif Tehemar-CSR Qatar 2013
  22. 22. Dr. Sherif Tehemar-CSR Qatar 2013
  23. 23. Dr. Sherif Tehemar-CSR Qatar 2013
  24. 24. Dr. Sherif Tehemar-CSR Qatar 2013
  25. 25. Dr. Sherif Tehemar-CSR Qatar 2013
  26. 26.           One way vs. two ways Internal vs. external Continuous vs. intermittent Controllability vs. Credibility Word-Of-Mouth Online vs. Offline Digital vs. Printed Target-Specific PR vs. CSR Evaluated Periodically Dr. Sherif Tehemar-CSR Qatar 2013
  27. 27. Chairman Core Team (3) Members (7) CSR representatives (53) Community Advisory Committee CAC Dr. Sherif Tehemar-CSR Qatar 2013
  28. 28. Dr. Sherif Tehemar-CSR Qatar 2013
  29. 29. Dr. Sherif Tehemar-CSR Qatar 2013
  30. 30. Communication Channels with stakeholders, the frequency and key issues of concerns External Committee/Committee Monthly/Quarterly Compliance Charity Office Agreements As indicated Preventive program External Committee/CAC/One-on-one Monthly/Quarterly Compliance External Committees Monthly/Quarterly Service fees for patient vs. quality Staff Satisfaction Survey CSR representative CSR Committee General Staff Meeting Yearly Monthly Monthly Yearly -Better work environment -Better on-job training especially English language -Better transportation/ accommodation -Competitive salary scales -Staff empowerment Suppliers One-on-one Committee Daily Quarterly CSR awareness Media One-on-one Committee As indicated Quarterly Separation of the CSR from PR Customer Satisfaction Complaint Mechanism One-on-one Daily As indicated Daily -Reduction of the waiting time for patients to be examined -Reduction of the discharge time for the in-patients Committee Brand Audit Quarterly Yearly CSR awareness Meeting Weekly Regular conduction of SWOT analysis Sherif Tehemar and strategy Dr. revision Governmental Bodies Charities Regulator/Policy Makers Competitors Employees Customers Community Investors/Governance Healthcare insured
  31. 31.  Priority    Communicate Engage Entity     Interests Needs Preferred Channels Legitimate demands Dr. Sherif Tehemar-CSR Qatar 2013
  32. 32. 1. Dialogue/Meeting/Survey 8. CSR Report 7. Media Tools 2. Community Teaching Center CTC 6. Workshops 3. Website/Online 5. Partnership 4. Sponsorship Dr. Sherif Tehemar-CSR Qatar 2013
  33. 33. Dr. Sherif Tehemar-CSR Qatar 2013
  34. 34.  73% of Smart Phone users don’t leave their home without their devices  90 Million daily YouTube views  No1 Globally (YouTube views per internet user)  38% of all Arab tweets comes from Saudi Arabia 12% 8% 45% 15-24 25-34 35-44 35% 45+ Dr. Sherif Tehemar-CSR Qatar 2013
  35. 35.  Real Time feedbacks and inputs  Follow Leaders  Monitor the CSR trend  140 characters  Time resource Dr. Sherif Tehemar-CSR Qatar 2013
  36. 36.  Creates or join CSR groups to share ideas, stories, network and promote key initiatives  Gets inputs from experts  Not for ordinary users  Age limitation Dr. Sherif Tehemar-CSR Qatar 2013
  37. 37.  Customized on geographic , age and gender basis  Branding  Transparent engagement  High risk  CSR should be well implemented Dr. Sherif Tehemar-CSR Qatar 2013
  38. 38.  More creative  The advantage of Video  Story/Morale through visual  Cost Dr. Sherif Tehemar-CSR Qatar 2013
  39. 39. Dr. Sherif Tehemar-CSR Qatar 2013
  40. 40. Dr. Sherif Tehemar-CSR Qatar 2013
  41. 41. No control over the conversation. Not a one-way conversation Be prepared to protect your reputation or brand. Be credible, authentic and transparent in your communications.  Make sure you are communicating in a way that’s believable and true to your business commitments.  Use all social media outlets to engage.  Invest in resources and talent to manage social and new media communication.     Dr. Sherif Tehemar-CSR Qatar 2013
  42. 42. We live by ethics & we grow by knowledge S. Tehemar Middle East Consultants Network www.mecn-eg.com www.drtehemar.com

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