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This week's chat

May 13, 2014 Transcript of #CommsChat on corporate engagement

Last week on #CommsChat Jackie Fast (@JackieFast) from Slingshot PR and the Communicate events team (@Comms_Events) joined us to speak about CSR, sponsorship and partnerships. We spoke about what makes a successful partnership, and pinpointed those sectors that perform best in CSR.

  • ‏@PamelaWelsh I think it’s about trust too – putting your money where your mouth is. ‘Values’ backed up by action
  • ‏@JackieFast  Also at the end of the day it’s just better business – and better business practice means bigger profits
  • @ncardwell T3: There’s some fantastic CSR / Sustainability innovation in business. Awards etc reward the ethos/thinking behind all of it
  • @KellyQHicks Complementary values and a clear understanding of what each side expects/will do vital for both pshp and sponsorship

To read the whole conversation:

 

  1. …early bird deadline is tomorrow at midnight. Enter before then to receive £100 off total entry cost

  2. The celebrates the best in corporate , and programmes. Just a reminder that the …

  3. As so many companies are doing these programmes now, it is almost essential to do something that makes people take notice

  4. That’s it for tonight folks, thank you for joining us and a big thank you to our guests and good night

  5. I agree . Companies need to be more creative/exciting with their campaigns in order to win over stakeholders

  6. Often part of the goal RT : CSR/sponsorship activities often lend themselves to social/creative-based comms campaigns

  7. and perhaps this is why engaging consumers can be the most visible outcome of CSR campaigns

  8. Supermarket vouchers for sports equipment/computers etc for schools & community groups does good while bldg loyalty

  9. T6: CSR/partnership/sponsorship activities often lend themselves to social and creative-based comms campaigns

  10. I think communicating internally is probably the hardest stakeholder to reach and engage with

  11. Chemical industry also had CSR in place for a long time, partly in effort to combat poor rep

  12. Final topic: T6: How can companies communicate their programmes to relevant stakeholders?

  13. … Yes they do and some great sports teams and hospitality companies based to

  14. I’d say yes as some programmes are used to improve internal relations in businesses but I suppose these are ways ….

  15. yes, supermarkets are very strong at creating brand engagement through consumer-led CSR

  16. Supermarkets do CSR more openly now, involving customers to select local charities to support for example

  17. I would agree, the financial sector seems particularly strong at engaging staff through such programmes

  18. more staff resource capabilities which doesn’t necessarily mean financial – it’s the lack of priority

  19. Totally agree that banks’ CSR can be seen as purely PR. Much in place for a long time though

  20. But do charities enable businesses to take part in CSR more effectively through various programmes such as ‘fun runs’?

  21. Would you say because of financial resources or other reasons? Which sectors would you say do it the best?

  22. T5 Many banks have great CSR programmes from match-funding for staff fundraising to grants and community programmes

  23. Financial services seem to generally do CSR well. Infrastructure/engineering companies strong on Sustainability work

  24. I actually wouldn’t agree. Charities tend to have amazing properties but lack resource to make them sing

  25. doing so because they “have” to in attempt to raise their profile

  26. T5: Charities tend to because of their audience. Banks are increasingly getting better but there many can be seen as..

  27. T5: Which sectors do CSR best? Which are behind the curve?

  28. Not necessarily, but it is easier to sway that way with partnerships that don’t have CSR at the heart

  29. partnership/sponsorship requires more than just wanting to increase rep & media coverage

  30. Couldn’t agree more. Like so much else in comms/stakeholder relations, proper evaluation and measurement is key

  31. I think it is so easy for people to see through this making a successful..

  32. . Yy, and ‘greenwashing’ where companies try to jump on the environmental bandwagon

  33. Brands shld measure in advance of partnerships through KPI/criteria development lower their risk of failure

  34. Good example, I think that goes back to people being able to see through ‘whitewash’ sponsorships

  35. That last example extreme, but degrees of discord can disrupt the message you’re sending out via ptshp/spnshp

  36. Agree RT Perhaps this is why transparency is particularly important when entering into a partnership or sponsorship

  37. I would agree – if there are no clear goals then theres definitely potential for rep damage

  38. can strike a discordant note that can make people double-take if values don’t align e.g brewery & addiction work

  39. Perhaps this is why transparency is particularly important when entering into a partnership or sponsorship

  40. Agree. I think there is a real risk of rep damage, especially if brand/sector has existing negative perceptions

  41. Not necessarily, if the partnership still meets the aims of both parties if could still be successful

  42. What about sponsorship ? detrimental if values or objectives are not clear from the outset? Is there rep damage if it goes wrong?

  43. would you say that sponsorship has a greater tendency to be slightly blinkered maybe?

  44. the parties involved which sponsorship should do but doesn’t always

  45. What happens when partners’ values don’t line up? Does that make for an unsuccessful partnership?

  46. The great thing about CSR partnerships is it’s inherent that the partnership will also benefit something outside of..

  47. So there is agreement that shared values is among the most important components of a partnership, what if this is missing?

  48. Complementary values and a clear understanding of what each side expects/will do vital for both pshp and sponsorship

  49. T4: Partnerships which reinforce core values of both parties and/or challenge perceptions of a brand or sector

  50. something which can benefit/affect a wider community and raise support a good cause

  51. Mutual understanding of the objective(s) and mutual benefit

  52. Great examples. Campaigns like those make big issues really relevant to a (literally) global audience

  53. Our next topic is a big question: What makes for a successful partnership or sponsorship?

  54. of course. Take a look at the work did with the – encouraging everyone to promote …..

  55. exactly There are so many great examples of small and large businesses working so hard to create great programmes

  56. Awards recognise orgs that utilise CSR as a driving force for their business. It takes going beyond the typical

  57. It is, of course, often very admirable and inspirational work that is being celebrated

  58. T3: Also ‘carrot’ rather than ‘stick’ approach: Let’s look at what organisations ‘can do’ rather than what they ‘shouldn’t do’

  59. I agree, awards celebrate thorough and complete CSR strategies

  60. aka. Why are awards that recognise good work being done in CSR important?

  61. T3: as it is an opportunity to recognise great work done by teams and individuals for helping people/causes

  62. T3: There’s some fantastic CSR / Sustainability innovation in business. Awards etc reward the ethos/thinking behind all of it

  63. Which brings us to our third topic: Why should we honour those companies that excel in this area?

  64. Very true. It is something which companies need to be aware of more than ever

  65. I agree there are some many ways to be environmental aware what ever your business is

  66. I think more and more businesses are starting to understand this…

  67. Very true RT : not just rep – being environmentally conscious means less waste; less waste = less cost T2

  68. not just rep – being environmentally conscious means less waste; less waste = less cost T2

  69. T2: it can also enhance corporate reputation. It’s especially important for the extractive industries as it is directly related

  70. Late to tonight’s but already looks a good one! Looking forward to reading / taking part over next 50 mins

  71. Also at the end of the day it’s just better business – and better business practice means bigger profits T2

  72. yes – beware of spin. Also getting grass roots staff onside helps too. They have to believe in it

  73. Because almost every business has an impact on both the environment and the community they operate in

  74. No coincidence! says trust in brands up & Report shows +24% in EU acts

  75. RT : I think it’s about trust too – putting your money where your mouth is. ‘Values’ backed up by action

  76. It can also make stakeholders more willing to trust in a company if it believes in supporting people/causes

  77. It can be – for certain brands it’s a huge differentiator (ie BP and the Arts)

  78. T2: Why is it important for businesses to think about their communities or environments?

  79. which is why it needs to be clear ‘why’ at the outset

  80. It can be but it can be used for a whole variety of reasons. Similar to sponsorship – CSR can fulfil a variety of objs

  81. ….I think it adds to it but not sure if it quals as part of ? T1

  82. I think it’s about trust too – putting your money where your mouth is. ‘Values’ backed up by action

  83. Evening all, Hannah & Annabelle tweeting here on behalf of the Corporate Engagement Awards

  84. Interesting… so would you say that CSR is part of brand positioning?

  85. It also can communicate it’s values to staff – especially when the staff are far removed from HO (such as retailers)

  86. CSR can help differentiate brands from their competitor by highlighting what the organisation stands for.

  87. RT : no problemo …I always find it a very interesting

  88. Lets get stuck in with our first topic: T1: How does CSR and sustainability enhance corporate reputation?

  89. Tonight we’re joined by at Slingshot PR, as well as the team behind the Awards

  90. Good evening everyone, Emily here, thank you for joining us to discuss CSR and the Corporate Engagement Awards…

  91. : looks at all aspects relating to communications, When: Mondays, 8:00pm UK.

  92. Just a reminder that the Corporate Engagement Awards early bird deadline is tomorrow

  93. Manic day – only just left office for the gym ready to gear up for in 2min discussing CSR – gotta love the power of technology!

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