Weber Shandwick LDN Great discussion just now on corporate engagement and CSR #commschat. Insightful commentary @Communicatemag and our very own @NafisaNathani
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July 22, 2014 Transcript of #CommsChat on corporate engagement
This Monday on #CommsChat we spoke about corporate social responsibility and the various ways that businesses can engage with their communities and be more sustainable. We were joined by @NafisaNathani, @In_the_Works_PR and @Comms_Events, who are soon to be hosting the Corporate Engagement Awards.
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@SocCommSU CSR is no longer considered “going the extra mile.” Customers expect big brands to engage in philanthropic initatives
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@spirals From a charity view: definitely felt brands want more meaningful csr partnerships more recently
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@EwanGaffney today brands want a CSR partnership that compliments and supports their agenda. Great if your cause is ‘fashionable’
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@NafisaNathani Employees can frame corporate engagement program. Give human face to brand and bring life commitments in real, authentic way
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@In_the_Works_PR unless it is integrated with the brand then CSR programme is not maximised internally.
To view the rest of the conversation see below:
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@CommsChat Thanks for hosting a great discussion! We’ll be back next week. #commschat
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Big thanks to @NafisaNathani and @In_the_Works_PR (forgot that #commschat hashtag!) Hope to see you all next Monday same time, same space 🙂
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Great #commschat everyone! For more CSR/partnership news, do visit our blog and take a look at our awards programme http://bit.ly/CEA14
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@CommsChat @In_the_Works_PR Thanks had fun! Hope enjoyable for everyone #commschat
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@NafisaNathani Yes, defined metrics and #analytics are key! #commschat
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@CommsChat unless it is integrated with the brand then CSR programme is not maximised internally. #commschat
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@CommsChat Sponsorship can be integrated with brand but it needs to say/deliver > than its brand awareness. Should have CR aspect #commschat
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@SocCommSU not just about reach.Have to assign metrics of success for each partner&make it work so both achieve objectives #commschat
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Thanks for joining us tonight everyone who took part, I think we can all agree that CSR is a great aspect of business! #commschat …
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@CommsChat yes because they have resources – people and financial – in many cases to deliver a CSR programme. #commschat
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@CommsChat agree with @NafisaNathani a partnership should be honest and share common objectives and values #commschat
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@EwanGaffney that’s true but CSR is just not charity for that sake. Relationship has to be mutually beneficial or will not work #commschat
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Corporate partnerships with smaller brands/nonprofits should be mutually beneficial relationship that increase reach of both orgs #commschat
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Are corporate sponsors expected to deliver more? Maybe be more integrated with the brand? #commschat
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World is transparent partnerships needs to be true, authentic and honest otherwise meaningless. This is not spin – real change #commschat
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.@CommsChat Agree with @NafisaNathani, a partnership needs to be more than just brand awareness #commschat
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@NafisaNathani OK, wrong term. problems arise when important issues lose out on finite cash b’cos they dont engage corporates #commschat
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Yes corporate sponsorship not just a blank cheque. More than just brand awareness, value built social purpose&common objectives #commschat
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@Comms_Events @benburton1000 if internal comms was poor then I suspect that CSR would be very low on their list of priorities. #commschat
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@NafisaNathani @nikefoundation @girleffect I hadn’t seen that before, looks great! #commschat
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Final Topic, T5: Has relationship between corporate sponsors and thr partners changed recently? About more than brand awareness? #commschat
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Example great foundation @nikefoundation and @girleffect – powerful campaign aimed at societal good #commschat
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@In_the_Works_PR @CommsChat Great if a donors aims tie in with charitable objectives but if not can distract and divert resources #commschat
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@In_the_Works_PR @benburton1000 sorry, I meant if internal comms was poor & company had poor engagement. what would you suggest? #commschat
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@thatsmeemily @EwanGaffney @CommsChat in my experience school’s drive the involvement of ‘donors’ – you fit around them. #commschat
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@EwanGaffney @In_the_Works_PR @CommsChat How do you mean? #commschat
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@EwanGaffney for me fashionability means brand doing something bec makes them look good.This does not work anymore&meaningless #commschat
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@Comms_Events @benburton1000 depends how effective the internal comms is. #commschat
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@In_the_Works_PR @benburton1000 @CommsChat People want to help but sometimes you hve 2 make it easy 4 them, CSR is great for this #commschat
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@In_the_Works_PR @CommsChat And is it a positive impact? Overly involved donors can be a blessing and a curse! #commschat
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@In_the_Works_PR @benburton1000 Could this backfire if employees weren’t already engaged in the company & were demanding? #commschat
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@NafisaNathani @Communicatemag that does not necessarily reflect the wider need or the reduction in need in another area. #commschat _2/2)
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@In_the_Works_PR @benburton1000 @CommsChat Agree. Set parameters but give employees flexibility to ‘own it’ #commschat
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@SocCommSU agree, fun volunteer project cld b great fun as well as a reason for individuals to get involved in charity themselves #commschat
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@benburton1000 @CommsChat engage staff, give options and ask them what they want to do and go. #commschat
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@NafisaNathani @Communicatemag That’s fair, but there is a correlation between wider social trends and charity spend #commschat (1/2)
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@NafisaNathani and if employees believe it, so will others. Engaging employees is key #commschat
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@benburton1000 @CommsChat agree & is a good way for internal comms to engage them and take them on CSR journey from the beginning #commschat
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A corporate engagement programme will fail and be utterly meaningless employees are not behind it. Employee face behind brand #commschat
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@benburton1000 it can’t be used as a way for companies to show off how “great they are,” it needs to be more than brand awareness #commschat
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Employees can bring their own passions, personal touch to CSR campaigns. Volunteering time is a great break from office life. #commschat
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@CommsChat #commschat employees need a real say in what the activity is, rater than it being seen as the pet project of someone senior
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@CommsChat employees see the benefit of putting something back into their local community to charity they can relate to #commschat
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Employees can frame corporate engagement program. Give human face to brand and bring life commitments in real, authentic way #commschat
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T4: How can employees be engaged in corporate engagement? #commschat
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@EwanGaffney @Communicatemag think fashionable wrong word. Causes where there is a real societal need – public sector can’t fund #commschat
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@EwanGaffney @CommsChat True! We see so many of these every week @Communicatemag #commschat
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@Comms_Events @thatsmeemily it needs to be a long term commitment for all parties. #commschat
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@thatsmeemily @In_the_Works_PR enables businesses express values non commercial way. Visible demonstration commitment #commschat
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@thatsmeemily @In_the_Works_PR indicating that it’s not just done bcoz it’s “fashionable” or a PR stunt & has a valued meaning #commschat
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@CommsChat @EwanGaffney working with schools and young people. This has a big impact long and short term in the community #commschat
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@thatsmeemily @In_the_Works_PR @Comms_Events @CommsChat Agree strategic giving – approach where there is mutual value #commschat
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@CommsChat for business, it’s issues like entrepreneurship and skills.a consequence of a long recession and high unemployment #commschat
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@thatsmeemily @In_the_Works_PR Exactly, showing stakeholders the benefits of the partnerships & successful #CSR projects…. #commschat
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@EwanGaffney yes for long term partnership relationship needs be authentic&meaningful grounded in shared beliefs and principles #commschat
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@In_the_Works_PR @Comms_Events @CommsChat a great idea for csr that is also a long term investment and integrated with the brand #commschat
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@CommsChat they vary as much as the businesses that set them up. An under resourced foundation can really limit charitable aims #commschat
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@Comms_Events @CommsChat working with young people, making links with local schools will potentially help them recruit employees. #commschat
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@CommsChat If companies have a separate foundation for their CSR it can be beneficial to reach their LT CSR goals & objectives #commschat
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@EwanGaffney @CommsChat which causes do you think are fashionable at the moment? #commschat
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Foundations help empower brands to contribute economic, social, environmental development with single minded focus&purpose #commschat
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@CommsChat today brands want a CSR partnership that compliments and supports their agenda. Great if your cause is ‘fashionable’ #commschat
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T3: Are foundations useful to business? In what ways do they succeed? What marks a failed foundation? #commschat
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@In_the_Works_PR @CommsChat Are there any tips you would suggest for improving sustainability for SMEs? #commschat
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@amandacomms @SocCommSU Interesting that it took them so long! #commschat
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@CommsChat lots of changes to ways of working which take time to dev at first but pay off in the long run #commschat
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Very true RT @NafisaNathani: @SocCommSU Customers don’t just LIKE companies to have a conscience they now expect it #commschat
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@CommsChat volunteering is manpower and major expense and resource for SMEs. Need to think smaller.#commschat
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@Comms_Events @CommsChat @marksandspencer @oxfamgb yes Marks & Spencer has a great long term strategy #commschat
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@SocCommSU Customers don’t just LIKE companies to have a conscience they now expect it #commschat
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@CommsChat @In_the_Works_PR #commschat exactly every business can make a contribution particularly when it comes to their community
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@SocCommSU police have just got a code of ethics – could be important for all companies #commschat
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Sustainability is just one of many important pieces to the CSR puzzle. Customers like companies with a conscience. #commschat
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@benburton1000 @chrishogwood @In_the_Works_PR not just employees.Gives investors confidence sound management practices in place #commschat
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@CommsChat the @marksandspencer and @oxfamgb Scwopping campaign is a great example #commschat encouraging public to recycle
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Unilever Sunshine project great case study-demonstration consumers personal&emotional motivation live more sustainable lifestyles #commschat
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@spirals That’s good to hear, how does that affect you as a charity? #commschat
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@CommsChat very sweeping statement to say ‘all companies’, what about sole traders with zero profit? #commschat
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What are some good examples of corporate sustainability? #commschat
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Sustainability core to business identity and survival. To be relevant your audience, brands need have wider purpose beyond profit #commschat
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@chrishogwood @NafisaNathani is it not better they engage in CSR for bottom line value than not engage in CSR? #CommsChat
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From a charity view: definitely felt brands want more meaningful csr partnerships more recently #commschat
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@chrishogwood @In_the_Works_PR Assigning real quantifiable metrics to benefits&business value. So it makes real commercial sense #commschat
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T2: What role does sustainability have to play in business? Should it be a value all companies uphold? #commschat
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@NafisaNathani @SocCommSU agree. Too many big brands still cannot support their CSR claims in their marcomms with evidence. #commschat
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@CommsChat is it time to rethink business? #commschat
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@Comms_Events Agree to be relevant to your audience need do more than sell products&services. Having a wider societal purpose #commschat
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@In_the_Works_PR @NafisaNathani but how do you persuade a business of the value of CSR if they look at it as an add-on? #commschat
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@SocCommSU agree but CSR should never be a glossy coat. Everyone can see through this. Brands need held accountable sound conduct #commschat
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@NafisaNathani CSR is a way to enhance business grow. Successful CSR campaigns are expected of most companies now #commschat
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@NafisaNathani I agree. In financial climate CSR has to add value to an organisation’s bottom line. #CommsChat
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CSR is a great way to get employees/stakeholders involved in company efforts, making them feel more connected to brand. #commschat
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Definitely agree RT @marywhenman: @CommsChat Yes. Responsible business is how companies are expected to do business #commschat
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Realisation now that businesses don’t operate outside society. Corporate reputation important more now than ever #commschat
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@SocCommSU very true. Evening everyone #commschat
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@CommsChat not a recent change, more over last 10years I have seen in CSR, bid, PR and internal comms manager roles I have held. #Commschat
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Metrics beyond pure financial performance. Framework to drive business growth #commschat
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@CommsChat definitely. Stakeholders are expecting to see companies’ well thought out CR campaigns, they’re > integral than ever #commschat
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CSR is no longer considered “going the extra mile.” Customers expect big brands to engage in philanthropic initatives #commschat
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@NafisaNathani what do you mean by sustained value? #commschat
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Forgetting the hashtag myself! #commschat
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T1: How has CSR changed recently? Has it become more integral to the comms mix and in terms of business practice? #commschat
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Yes. Move away from pure philanthropy to delivering sustained value. Performance with a purpose. Corps play wider societal role #commschat
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Want to know more about us? Have a look at this for a better insight! http://bit.ly/1ht7hyR #CommsChat
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Remember to use the #commschat hashtag
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Hello all, this is Annabelle from the Communicate magazine events team joining in on tonight’s chat #CommsChat
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RT @NafisaNathani: @CommsChat @In_the_Works_PR Hi everyone – excited for this chat! #commschat
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#commschat: looks at all aspects relating to communications, When: Mondays, 8:00pm UK. #tweetchatshappeningnow
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Good evening all, Emily here. Thank you for joining us tonight on #CommsChat our guests are @NafisaNathani and @In_the_Works_PR Welcome!
SU Social Commerce 
CommsChat 
Communicate Events 
Nafisa Nathani 
Anna Melton 
Clarissa Smale 
Ewan Gaffney 
Emily J Andrews 
Ben Burton 
Laila Takeh 
Amanda Coleman 
Chris Hogwood 
Geoff Kennedy 
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