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For the last four years Center member CA, Inc. has sponsored CA Together in Action (CTA), a month-long program to support non-profit organizations around the world. Launched in 2006 as a two-week event, the program expanded to a month to allow as many employees as possible to participate. 
Communicating CSR strategies
These are challenging times and corporations are struggling to find creative ways to manage their commitments to their shareholders, employees and the community. When it comes to corporate philanthropy or corporate social responsibility, can a CEO communicate a change in strategy or decrease in financial commitment without undermining the corporation’s reputation?
The answer is yes. With the right approach to communicating change the CEO can even strengthen the bonds you have built with employees and the community through your philanthropy and CSR programs.
The three guiding principles in communicating change are:
- Ask before you announce. Reach out to employees and key stakeholders through a communications audit. Ask them what they think has been successful in the current approach. Win their support by asking how, in these difficult times, the company can scale back financial commitments and still have real, sustainable impact.
- Be authentic in your messaging. A strategic messaging session that includes representative employees will result in messages about change that are genuine and reflect well on your brand. Test these messages with your key external stakeholders and fine tune them if necessary.
- Be transparent in announcing change. Openly discuss the why, how and what of the change in strategy and/or funding. Announce to employees and stakeholders first. Post the announcement to the company website and CEO blog. Be proactive and forthcoming with the media.
To learn more about effectively communicating CSR strategies, please join us at SM&’s 11th Presents Panel Series Corporate Social Responsibility: Creating and Communicating A High Impact Strategy In Challenging Times, on Monday, June 22 at the Boston Harbor Hotel.
Our distinguished panelists include Ann Fudge, Former Chairman & CEO of Young and Rubicam Brands; Robert A. Glassman, Co-Chairman of Wainwright Bank & Trust Company; Ellen Remmer, President & CEO of The Philanthropic Initiative; Helene Solomon, CEO of Solomon McCown & Company; and Renee Loth, Editorial Page Editor of The Boston Globe as moderator. Co-sponsored by the Boston College Center for Corporate Citizenship, the event will feature the release of a report by The Philanthropic Initiative on CEOs and their insights on CSR and corporate philanthropy.
To learn more about Solomon McCown & Company visit www.solomonmccown.com
Or follow Helene (@BostonPR ) and the firm (@MissionBostonPR) on Twitter!
Helene Solomon is the CEO of Solomon McCown & Company, a 100% women-owned strategic communications firm based in Boston, MA serving clients in the corporate, non-profit and public sectors. A leader in her field, Helene melds a track record of work for some of the most recognized brands in their sectors with an understanding of and passion for issues that stem from her background in politics, experience in the public sector, and community service.
June 17th, 2009 at 9:16 pm
I couldn’t agree more with your advice about being authentic. I love the saying, “It’s important to be good before you talk about how good you are.” Disney are Starbucks are two great examples of CSR. There is a great blog post about them that was published today. http://www.pilmerpr.com/blog/csr-pr/corporate-social-responsibility-who%e2%80%99s-doing-it-%e2%80%93-part-ii/
September 11th, 2009 at 2:08 pm
strategic change management…
Great post. My approach to strategic change management says the quality of the first five percent determines what happens in the rest of the process. This same principle applies to many situations….