Corporate Social Responsibility & CommunicationAn Intraskope learning offering

Aniisu K VergheseJuly 2017

Can you identify these situations?

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Social issues can be complicated

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Teachers attend duties by wearing helmet at Zilla Parishad High

School in Chinnashankarampet, Medak

Bengaluru Agency Poisons 17 Trees For Mobile Ad Hoarding,

Booked

Bellandur Lake in Bengaluru

bursts into flames

Focused Contribution

(single firm and NGO)

Shared Contribution

(single NGO and multiple firms)

Diffused Contribution

(company works simultaneously

with multiple NGOs)

Communal Contribution

(multi-party collaborations that include NGOs and

corporations)

Solving ‘meta-problems’

Peloza, J., & Falkenberg, L. (2009). The role of collaboration in achieving corporate social

responsibility objectives. California Management Review, 51(3), 95-113.

• 67% have implemented projects through a combination of direct

execution and / or in collaboration with their own foundation and / or with support of external agencies

Altruism Rising. The CRISIL CSR Yearbook. January 2017 (Crisil Foundation)

Shared value key driver, CSR spends in

increasing• Companies are increasingly

looking at integrating their businesses with the community to create shared value.

• Majority of the respondents expected an increase in CSR spend in 2016-17

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Corporate Social Responsibility Survey, FICCI (2016)

Encouraging government guidelines on

collaboration find limited support

• “A company may also collaborate with other companies for undertaking projects or programs or CSR activities in such a manner that the CSR Committees of respective companies are in a position to report separately on such projects or programs in accordance with these rules.”

- Rule 4(3), Companies (Corporate Social Responsibility Policy) Rules, 2014

• The Companies Act, 2013, encourages corporates to spend at least 2% of their average net profit of the past three years on CSR activities.

- Altruism rising The CRISIL CSR Yearbook. Crisil Foundation. (January 2017)

Boomerang effect – ‘greenwashing’

fears

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“Corporate social responsibility has

gone mainstream. But unless

corporations communicate their CSR

achievements wisely, they risk being

accused of greenwashing.”

http://sloanreview.mit.edu/article/communicating-corporate-social-responsibility-to-a-cynical-public/

Need for active interventions

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https://factly.in/schools-without-toilets-in-india-more-than-257000/

http://economictimes.indiatimes.com/industry/healthcare/biotech/healthcare/indias-disproportionately-tiny-health-budget-a-national-security-concern/articleshow/49603121.cms

“CSR is emerging from being an additional charge of the human resource or communication departments to an independent function that requires skilled project managers”

"I see a trend in which CSR will not be an additional charge. That 'also' word is now going to disappear from our lexicon."- Bhaskar Chatterjee, director general and chief executive officer of Indian Institute of Corporate Affairs,

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http://economictimes.indiatimes.com/jobs/india-inc-on-a-hiring-binge-as-csr-grows-in-scale-scope-salaries-zoom/articleshow/46628802.cms

CSR professionals are in demand

Professional training on the rise

• “Indian Institute of Corporate Affairs is offering a 9 months online training program. It was the world's first Professional Course being offered by us on CSR. The first batch of 200 trained CSR professionals will be out into the market”

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http://timesofindia.indiatimes.com/business/india-business/CSR-spending-may-not-touch-Rs-20000-crore-mark/articleshow/46055040.cms

Proving value of sustainability is the

biggest opportunity

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THE STATE OF CSR REPORTING

AND COMMUNICATIONS, Ethical Corporation (2016)16

Conclusion

CSR is important and growing as a function

Communication is an integral part of every CSR professional’s responsibilities

Communication CSR responsibly is crucial for the company’s reputation and success

The role of the CSR professional will go beyond managing resources and the company agenda to collaborating, influencing, leading and negotiating

Newer skills and attributes are needed to be successful in CSR including research orientation, measurement and design thinking

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Resources & Courses

Look Up Sign Up

• http://www.csrwire.com

• http://www.triplepundit.com

• http://indiacsr.in/concept-of-csr/

• http://sustainabilitynext.in/

• Personal Branding -How to carve a niche and be your best

• Introduction to Internal Communication

• Starting Out In Your First Job? Make Sense of Work & Life

• How To Improve Your CSR Quotient

• Networking Begins With Giving

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