CSR and Creating Effective Dialogue - Creating Effective Dialogue About Corporate Social Responsibility FALL 2015 Corporate social responsibility

CSR and Creating Effective Dialogue - Creating Effective...

This preview shows page 1 - 4 out of 6 pages.

F A L L 2 0 1 5 Laura Illia Stefania Romenti Stelios Zyglidopoulos Creating Effective Dialogue About Corporate Social Responsibility Corporate social responsibility initiatives run the risk of being seen as insincere. However, there are ways that companies can thoughtfully — and effectively — engage with the public about social issues. Vol. 57, No. 1 Reprint #57106
Image of page 1
20 MIT SLOAN MANAGEMENT REVIEW FALL 2015 SLOANREVIEW.MIT.EDU Large companies with corpo- rate social responsibility (CSR) policies in place are not always trusted or believed. How can companies address this communication chal- lenge? One common strategy is to disseminate a great deal of information — everything from detailed CSR reports to overviews of your initiatives — on the Web and on popular social networks. The goal is transparency about your CSR activities. But even proactive, trans- parent CSR communications often ignore the issues about which stakeholders are most cu- rious. Moreover, stakeholders sometimes believe corporations communicate opportunistically about CSR commitments. Pushing CSR-related commu- nications messages at the public can foment mistrust and foster indifference. People do not seem to pay much attention to information disseminated by companies. For example, a CSR branding study conducted in 2010 by the market research company Penn Schoen Berland, in conjunction with the public relations and communications firm Burson-Marsteller, found that only 11% of U.S. adults recalled having heard CSR com- munication from any company in the previous year, and only 13% had read about a compa- ny’s CSR agenda on a corporate website. Given the poor payoff of CSR communications strate- gies, some companies choose to believe that actions speak louder than words. They strive to do good rather than to ex- pend resources talking about their efforts. Chipotle Mexican Grill Inc., a quick-service res- taurant chain based in Denver, Colorado, has never published a CSR report. The company has instead built its reputation for social responsibility on policies such as using antibiotic-free meat. When Bloomberg Busi- nessweek asked Chipotle’s spokesperson why the com- pany had never issued a CSR report, he replied that the com- pany would rather invest in taking action than in talking about it. What’s the best way for a company to take concrete ac- tions? One way is through strategic partnerships in the [ CORPORATE SOCIAL RESPONSIBILITY ] Creating Effective Dialogue About Corporate Social Responsibility Corporate social responsibility initiatives run the risk of being seen as insincere. However, there are ways that companies can thoughtfully — and effectively — engage with the public about social issues. BY LAURA ILLIA, STEFANIA ROMENTI, AND STELIOS ZYGLIDOPOULOS I N T E L L I G E N C E On its Open Minds digital platform, the reinsurance company Swiss Re invites governments, citizens, and organizations to discuss society’s challenges.
Image of page 2
SLOANREVIEW.MIT.EDU FALL 2015 MIT SLOAN MANAGEMENT REVIEW 21 nonprofit and NGO (nongov-
Image of page 3
Image of page 4

You've reached the end of your free preview.

Want to read all 6 pages?

  • Fall '15
  • Dr.DeenDayalUpa
  • Economics, Corporate social responsibility, MIT Sloan School of Management, Massachusetts Institute of Technology, Sloan Management Review, mit sloan management

What students are saying

  • Left Quote Icon

    As a current student on this bumpy collegiate pathway, I stumbled upon Course Hero, where I can find study resources for nearly all my courses, get online help from tutors 24/7, and even share my old projects, papers, and lecture notes with other students.

    Student Picture

    Kiran Temple University Fox School of Business ‘17, Course Hero Intern

  • Left Quote Icon

    I cannot even describe how much Course Hero helped me this summer. It’s truly become something I can always rely on and help me. In the end, I was not only able to survive summer classes, but I was able to thrive thanks to Course Hero.

    Student Picture

    Dana University of Pennsylvania ‘17, Course Hero Intern

  • Left Quote Icon

    The ability to access any university’s resources through Course Hero proved invaluable in my case. I was behind on Tulane coursework and actually used UCLA’s materials to help me move forward and get everything together on time.

    Student Picture

    Jill Tulane University ‘16, Course Hero Intern

Stuck? We have tutors online 24/7 who can help you get unstuck.
A+ icon
Ask Expert Tutors You can ask You can ask You can ask (will expire )
Answers in as fast as 15 minutes