Internal communication drives successful CSR programmes

Speaking at the conference, held 18-19 February 2010, Daniel Munslow, chief communications officer at Talk2Us, suggested there is a close correlation between CSR initiatives and internal communication, which helps engage employees to find meaning and purpose in their work.

The only true enabler a company has to engage its staff and drive CSR initiatives is communication, which is something that should never be underestimated or overlooked in the strategic planning phase of any campaign.

How loyalty is enhanced

It has been demonstrated in a number of case studies that company loyalty increases when CSR initiatives are in place and staff are engaged to them. Environics International showed that 80% of people who work for large companies feel more motivated and loyal when their companies are socially responsible.

During the presentation, he noted that while CSR is a standalone entity in many cases, the link to effective communication cannot be overemphasised. “Communication talks to your enablers, the people who need to be motivated, engaged, and committed to deliver your end objective, growth; within a specific time period and window of opportunity. The same applies to a company's expectation of their staff's involvement in CSR. Moreover, it is important for employees to understand the purpose and long-term objectives of CSR.

“However, staff engagement to CSR cannot be done the old-fashioned way, by talking at people through a newsletter or intranet. Those are merely catch nets. Effective employee engagement activities must take place within the organisation to ensure staff not only understand CSR and the associated campaigns, but what is required of them to deliver the promises being made,” concludes Munslow.