Insight & Analysis
Internal CSR Communications Suck
18 February, 2015
CEOs, because of the broad and diverse constituents they deal with, generally get the relevance of CSR.
Too often the Finance, Operations, Engineering, Production and other functions don’t get it. They may make the right noises (because it is expected of them) but at a fundamental level they don't get the core relevance of CSR to their role and their career.
Part of the reason they don’t get it is because the CSR Pros (myself included) can’t or won’t spend the time making focused internal business cases.
The “What’s in it for me?” case must be developed and communicated across the entire organization.
There is a strong What's in it for me? for Finance, Operations, Engineering, Production, R & D and other areas of the business. If they don't know it then it is up to the CSR team to develop and communicate it so they can hear it.
Until they do, CSR will remain an outsider to the inside of the business.
- CSR is important for Shareholders AND for all functions and divisions inside a company.
- It is CSR’s responsibility to help those functions and divisions to understand why.
- If they don’t, then the CSR team has failed.
Many of the answers are in your experience and insights. Look there for the stories and the business case that can help your colleagues to understand the importance of CSR for all functions and departments in your organization.
Remember, if you are not creating value with CSR then you will have a tough time to communicate value. But, when you do create value with CSR, be sure to communicate it.
Not communicate in a Socialwash sort of way, but it a way that can be heard and accepted.
When we get the internal CSR communications right not only will our work be easier and our external CSR projects work better and have more societal impact. Our company and our shareholders will capture more value too.