Do You Know The Name Of This Organization Football Quiz CSR For Small Business – Communication

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CSR For Small Business – Communication

The next few articles in this series will focus more on specific themes in the CSR agenda and include the environment, employees and workplace, suppliers, community engagement, charity/good causes and communications.

I’m trying to keep the management jargon out of it to make it easy to implement and see results as quickly as possible. I will look at other environmental and social benefits to broaden the discussion beyond pure commercial returns and reinforce why all businesses can and must play a role.

This week’s topic is:

dialogue

I’ve bypassed environment and staff even though these are probably the two biggest areas to look at in terms of actions and gone straight to communication. The reason for this is simple. Almost every small business (not all, there are some crooks out there!) is already involved ad hoc or reactive excellent CSR initiatives but most do not fully know or understand them. I’m focusing on communication because everyone can benefit today, right now.

To help you understand this, I need 10 minutes to ask you the following questions.

Please try to write your answers on recycled paper:

1. Has your organization ever given cash or aid to a charity or good cause? This includes allowing employees to fundraise during work hours, local junior sports clubs, churches, etc.

2. Do you recycle or have you reduced your energy use or waste in any way?

3. Has your organization ever gone beyond basic legal requirements to recruit, improve productivity or retain your employees?

4. How do you choose suppliers? Is it just about the best price or do you only use local businesses or consider environmental issues?

5. Does your organization have a formal or informal list of values ​​about how you should conduct day-to-day operations?

6. Has your organization ever helped another business without asking for money?

I’m no clairvoyant or magician but I think your piece of paper contains some notes.

The big question is who did you tell about these great initiatives and how? I know that small businesses don’t have marketing departments or external agencies, or in most cases someone is responsible for marketing internally. This responsibility should be everyone’s. Yet many marketing people don’t really understand how to use this ammunition.

Rule 1 – Just do it!

So how do we avoid missing the moment, getting stung by the ‘greenwash’ label or sticking our heads too far above the parapet? My rule of thumb is, if you’ve acted on your best intentions, achieved something real with integrity, and feel comfortable with it – go for it! It is in the interest of the owner/manager/shareholder to raise the company profile whenever possible! It’s also great for raising the profile of any worthy cause you support.

Rule 2 – Be selfish

The first thing you need to get any good news out there is to report it on your own website, Facebook page, Twitter, notice board, water cooler – whatever you control yourself. You have news. Would your customers like to hear it from you first, backed up by another source?

Rule 3 – Tell everyone

Don’t just focus on getting media coverage to increase sales. Do your best to tell everyone internal (employees) and close connections (suppliers, customers). Use your newsletter (or start one), sales PowerPoints, notice boards, team meetings, employee handbooks – everywhere! A good tip is to identify company gossips and get them involved in the activity yourself!

Rule 4 – Make friends with the local media

Play the local paper and say ‘Hello, anyone interested in this story?’ You don’t need a PR agency or marketing department to say. Local coverage is usually free and great advertising. Even in today’s online dominated society – I would strongly encourage someone to actually ring and make a personal connection, rather than emailing the best person you can at the local paper or radio. It might even cost you an entire lunch. Good stories in the local press can be picked up nationally – don’t underestimate the local press! You may not get instant direct sales from this but it will seriously start building your company’s reputation.

Rule 5 – Make others do your work

If you’ve delivered a project with a partner or a good cause, help them in your profile. As long as you’ve spent time building good relationships, they’ll have their own media opportunities and networks you can tap into. Charities have a large database and PR expertise!

Rule 6 – The media prioritizes bad news

After eight years of creating ground-breaking community projects for Everton Football Club and winning awards I know how difficult it is to get press coverage for anything ‘good’. Bad news unfortunately sells papers. There has to be an angle or a human interest story to hook the media. Try to be creative. Instead of trying to sell a business ad every time, focus on the individual member of staff or person/project and their personal story – people (and especially the media) want to read about people. Always include basic contact details such as company name, website, logo or phone number somewhere and hopefully it will lead to an acquisition!

Rule 7 – Word of mouth

In my opinion, communication is a great way to build reputation. It’s not good for direct sales but absolutely fantastic for slow burn and reliability. Your objective is to get people talking about you as much as possible. Even if your company isn’t a big deal, you still have something to say about people. A small part of a larger story can do wonders.

Rule 8 – Complaints are wonderful

Whenever you talk about the many areas of CSR you can easily stir up a passionate debate, especially as we humans enjoy freaking people out. The conversation can turn to climate change, sweating, sexual harassment and many emotional topics. Grab this opportunity with both hands, don’t be afraid of it. As I said earlier, if it’s a good initiative with good intentions, go for it. You may find a strange personal motive for disagreeing loudly or trying to twist the story for their own ends. Treat it like any customer complaint and engage in open, honest communication, and if handled well, you’ll have a great seller.

Well, for starters it was probably as much PR as CSR.

Just remember that if your business sees something tangible from your CSR initiatives, they will be more likely to do it again and hopefully bigger and better, which is good news for all the issues that need our help. It’s just about identifying the best win-win situation for everyone.

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