Why corporate communication and corporate social responsibility they are closely related? What are the points that connect them? What can live one without the other?
In this note, we explain the link between corporate communication and CSR through concepts and examples.
What is corporate communication?
The corporate communication is the set of messages that emits an organization or company to its public. Those messages can be verbal or non-verbal, that is to say that may consist of a direct communication (a post on social networks about the benefits of the latest product launched by the brand), or be implicit in their actions (how is the production process of this latest release).
The objective of corporate communication is convey the purpose of the brand, its philosophy, its beliefs, that for which the organization works, what we know as mission, vision and values, carrying the brand identity to its audiences and creating in them an image.
That image, whether it is positive or negative, depends on the company to communicate (as we have said, verbally or non-verbal).
¿Why is it important to perform a corporate communication is responsible?
Currently, thanks to the access to information we have all the people, the transparency of the business to the community becomes a requirement, a necessity.
This is why all those who are involved in the work of the corporate communication, we must be aware and responsible, because it if you are logged inconsistencies between what the company says and does (between verbal communication and non-verbal), the consequences can be large, starting at the construction of a negative image in the mind of the public, and following the decline of sales.
This access to information on the part of the community in general, is an opportunity for improvement for companies, to work every day in the coherence between what he does and what he says, to make each day a better corporate communication.
What example of all of this? A company that has within its values the happiness of their employees, who communicates on LinkedIn, initiatives, or actions for the team, but that inward stress levels are high, or the hours of work are more than the paid ones. Here you can register an inconsistency that leaves many negative messages on the team, those that can easily be released externally by the power of communication that we have the people.
What, then, is the starting point for a good corporate communication?
The consistency. We will always communicate the positive aspects of the organization, therefore it is recommended that, at that time, to check that what we say corresponds directly with what we do.
If we register an inconsistency, take advantage of this weak point how improvement project and communicating it to the future.
We must be consistent, responsible, transparent.
All this said, what is the role of CSR in corporate communication?
Let's start commenting on what is CSR. The rsocial responsibility of business is a commitment to better performance assuming that the organizations with their government, their employees, their customers, the community and the environment.
Through the commitments of the CSR, the companies are responsible for their impact on the environment (economic, social, and environmental).
If we have previously mentioned that the company communicates with his sayings and deeds, then all the actions of CSR are communication. This is confirmed, also, by the fact that the CSR activities are defined, in its great majority, in relation to the mission, vision and values (as defined corporate communications).
Thus, the corporate communication and corporate social responsibility will affect the other. On the one hand, the CSR needs of communication in order to define strategies and to reach different audiences. On the other hand, the communication needs of the CSR in order to provide value.
To finish, what is the profitability of a company in this synergy that occurs between corporate communication and corporate social responsibility?
In the world that we inhabit, in the realities in which we develop, it would be naive to say that a company can continue to operate traditionally and get the same income.
Today's consumers demand companies involved. Many of them are willing to pay more for the products or services of a responsible company. Many of them are ready to stop being faithful to companies that do not evolve.
Today CSR and corporate communication are not an option, they are a necessity, a requirement. By conviction or by profitability, companies have to evolve, because the planet needs it, because consumers demand it. And this must be done with determination and responsibility, because the greenwashing is each day more under control, because as we have already commented on everything, every day more and more, we have access to more and more information.
How can we help you in Emevé?
In our study, we are experts in communication, with a focus on CSR. We'll help you narrow your strategic plan for communications in a responsible manner, communicating in a way both cared for the benefits of your products or services, as your actions of CSR.
If you still do not have a CSR strategy, we help you create it and give you tips so that you can work better.
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