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Is it better to be responsive than responsible?

Rusty Cawley, APR
Rusty Cawley, APR
Rusty Cawley, APRAssistant Director, Communications and Public Relations, Division of Research, Texas A&M University

A new survey asks the American public, "Is it important for corporations to be socially responsible?" Less than half of those surveyed understand the question. What does that mean for Corporate America?

Is it better to be responsive than responsible?

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Download to read offline
Is it better
to be responsive
than responsible?
Rusty Cawley, APR | TheColdCrisis.com
Survey: Social Responsibility
• Penn Schoen Berland
– 1001 online interviews
with general U.S. public
(ages 18+)
– Feb. 10-12, 2010
– Margin: +/- 2.53%
More then 75 % say
social responsibility
is important.
55 % say
social responsibility
influences the
products they buy.
38 % say they will
pay more for a
socially responsible
product.
But …

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Is it better to be responsive than responsible?

  • 1. Is it better to be responsive than responsible? Rusty Cawley, APR | TheColdCrisis.com
  • 2. Survey: Social Responsibility • Penn Schoen Berland – 1001 online interviews with general U.S. public (ages 18+) – Feb. 10-12, 2010 – Margin: +/- 2.53%
  • 3. More then 75 % say social responsibility is important.
  • 4. 55 % say social responsibility influences the products they buy.
  • 5. 38 % say they will pay more for a socially responsible product.
  • 7. Only 45% say they know the meaning of ‘social responsibility’
  • 8. What does ‘socially responsible’ mean? • Of the 45% who say the know the meaning … – 20% say ‘giving back to local community.’ – 19% say ‘self regulation and accountability.’ – 17% say ‘helping people.’ – 12% say ‘ethics and honesty’
  • 9. The problem with saying, ‘We are socially responsible.’ • No one will believe you. • It’s an impossible standard. – U.S. corporations are by design and by law sociopathic. – The CEO can have only one concern: The interest of shareholders.
  • 10. The Skilling Defense • ‘I always acted in the best interests of our shareholders.’ – Jeff Skilling, president of Enron, testifying before Congress, 2002
  • 11. A different approach: Responsiveness • Companies ‘undermine the public’s understanding of capitalism by claiming to be ‘responsible’ when I’d rather they claimed to be ‘responsive.’ – Dr. Peter Sandman, The Synergist, Dec. 2005
  • 12. ‘Responsible’ vs. ‘Responsive’ Factory A • ‘We’ve stopping polluting the stream because we love fish more than profits.’ Factory B • ‘Here’s why we stopped polluting the stream …’ 1. Our lawyers 2. Our regulators 3. The activists 4. Our neighbors, families and employees Which one do you believe?
  • 13. When you lie about your motives, you imply that you lie about your behavior.
  • 14. Five ways to be responsive 1. Be empathetic 2. Be accountable 3. Be transparent 4. Share the fact-finding 5. Take meaningful action