Vanessa Orzechowski, PR Project Director, highlights the need to communicate effectively about a company’s CSR commitments, drawing a parallel with a universal theme: love.
In CSR, as in love, your words must be backed up by action
To turn its CSR commitments into a lever for media credibility, a company must prove that its actions go far beyond mere words. It is about making its commitments tangible and measurable, by sharing concrete results and recounting the challenges, milestones and successes. Effective CSR communication aims to be transparent, sincere and informative.
To convince journalists, you need evidence. This might involve enriching your content and interactions with indisputable indicators, such as the reduction of your carbon footprint documented by precise figures, or the inclusive initiatives you are undertaking which have already yielded positive results. Furthermore, obtaining recognised certifications and/or undergoing independent audits can bolster your credibility and legitimacy to speak out, whilst reassuring journalists.
In CSR, as in love, do not fall into the trap of overpromising
However, companies must resist the temptation to publicise CSR initiatives that lack real substance, to present minor actions as major breakthroughs, or worse still, to disguise purely commercial actions as responsible behaviour (the infamous ‘greenwashing’). In a climate where the public and the media are increasingly well-informed, educated and sceptical, this can not only damage a company’s reputation but also lead to a loss of credibility in the long term.
In CSR, as in love, don’t overdo it, but don’t hide your strengths either
Whilst greenwashing is a practice to be avoided, neglecting CSR in one’s communications also poses a reputational and competitive risk to the business. In a climate where transparency has become an essential expectation, a company that fails to incorporate CSR is perceived as out of touch with current issues, or even indifferent to social and environmental challenges. This could result in a detrimental impact on its appeal to consumers, investors and even talent, who are increasingly favouring organisations aligned with their values.
In CSR, as in love, show courage
However, it is essential to bear in mind that this movement is taking shape against a backdrop of economic realities marked by significant challenges. Inflation, pressure on profit margins and macroeconomic uncertainties are creating a sense of tension, both for business leaders and for citizens, bringing with it its own set of paradoxes. Striking the right balance between economic performance and social responsibility is becoming a complex task, requiring bold yet measured strategic choices. Communication must therefore be both transparent and courageous, reflecting this delicate balance between social ambition and economic reality, whilst embodying an authentic message that unites people, despite the paradoxes and constraints.
In CSR, as in love, be clear about your intentions
Your press releases or media responses must embody your “why” – the reason behind your approach. Draw inspiration from Simon Sinek’s theory on the ‘why’ and apply it to your CSR approach. Why are you committing to these initiatives? What is the deeper meaning behind your actions? By clearly explaining your purpose, you create an emotional connection with journalists and stakeholders, who will be more readily drawn to your actions, which are driven by an authentic goal. The “why” is what transforms a simple commitment into a genuine movement that people want to believe in and be part of.
