Distribution Network
Content
How best to communicate corporate
responsibility initiatives to journalists has become a hot topic over
the past year. EP offers some practical advice on what to do
Not so long ago few businesses were willing to put their heads above the parapet to publicize their corporate responsibility programmes. Increasingly, however, companies are more confident that they now have a good story to tell. When it comes to CSR, however, normal media communications rules need not apply. If you’re trying to demonstrate socially responsible business practice, then presenting a glossy, spin-laden version of events could well be counter-productive. EP, which has had long experience of being on the sharp end of CSR communications, has these suggestions to offer:
Admit past mistakes and current failings
Your company has not always been socially responsible. Any journalist’s eyes will quickly glaze over if you claim that it has. Too many businesses also try to pretend to the media that everything is rosy, which invites scepticism and may lead to your story being dismissed as lacking credibility. Journalists and their audiences will find your message more attractive if you accept mistakes have been made and that you are still not getting it quite right.
The media like stories of companies turning over a new leaf
This is where honesty comes into its own; by admitting that you have made mistakes in the past, the fact that you’re now trying to rectify them provides an interesting angle for any journalist.
Find a new or ‘newsy’ angle
Don’t assume that your CSR initiative in itself is enough to attract attention: hang it on an anniversary or a milestone. Your community initiative may have recently helped its 100th disadvantaged teenager, you may have just completed a pilot for a larger scheme, or be about to enter a new phase of work. Think about whether your CSR programme is linked in some way to a ‘sexy’ issue of current media interest: if s0, this may be a good time to present it.
Let CSR practitioners do the talking
The corporate press office is useful for fielding bread-and-butter media enquiries, but whenever possible allow staff with a thorough knowledge of your organization’s CSR activity to talk directly to journalists. They will know more, and will therefore be in a better position to answer questions fully. They will also be more effective at conveying the nuances of any CSR initiative and, hopefully, less inclined to put spin on a story. As a general rule, keep public relations agencies well away from CSR communications, unless the work is routine or they can demonstrate real expertise in the area.
Face-to-face works better
A briefing between a journalist and a CSR executive increases commitment and understanding on both sides. Generally it also allows more time than a telephone interview, and establishes a rapport, thereby reducing the possibility that the journalist will adopt a negative stance. It is easier to convey detail and there is less scope for confusion if you can see the whites of their eyes.
Involve people at the top
When a senior executive – the CSR director or, even better, a committed chief executive – talks to the media, the message becomes stronger. Journalists are just as impressionable as anyone else, and the fact that the head of your organization has time to speak to them suggests he or she considers the topic important. On a practical level, journalists are also keener to have quotes from senior executives as opposed to someone lower down the chain, as this suggests they have access to the people that matter.
Be selective in your approaches
Some organizations continually send out press material about their CSR activity. This shows willing, but they are over-exposing themselves and as a result the press releases often go in the bin. No media outlet can keep running stories on the same company. Maintain contact at sensible levels.
Do your homework on the journalists and who they work for
Approaching media outlets with stories or ideas that are not relevant to their audience or don’t fit in with their general editorial content is a waste of time. Make sure you’re familiar with their product before offering anything; if nothing else this will show you’re both well informed about, and interested in, what they do. In particular, don’t assume that you can always treat online media journalists in the same way as those working in more traditional media; ask them about their special requirements.
Accept that you’re rarely going to get the ‘perfect’ article
Don’t expect too much. Unless you write a programme script or an article yourself, you’re not going to be entirely happy with everything that’s in it. That’s life. Better to focus on the fact that you’ve at least got your story out there, and to accept that if you had written it, then it probably would have been in corporate-speak. If you have problems with an article, address them with the journalist, but try not to make a meal of it. Above all, don’t let any disagreement affect the long term relationship.
Not so long ago few businesses were willing to put their heads above the parapet to publicize their corporate responsibility programmes. Increasingly, however, companies are more confident that they now have a good story to tell. When it comes to CSR, however, normal media communications rules need not apply. If you’re trying to demonstrate socially responsible business practice, then presenting a glossy, spin-laden version of events could well be counter-productive. EP, which has had long experience of being on the sharp end of CSR communications, has these suggestions to offer:
Admit past mistakes and current failings
Your company has not always been socially responsible. Any journalist’s eyes will quickly glaze over if you claim that it has. Too many businesses also try to pretend to the media that everything is rosy, which invites scepticism and may lead to your story being dismissed as lacking credibility. Journalists and their audiences will find your message more attractive if you accept mistakes have been made and that you are still not getting it quite right.
The media like stories of companies turning over a new leaf
This is where honesty comes into its own; by admitting that you have made mistakes in the past, the fact that you’re now trying to rectify them provides an interesting angle for any journalist.
Find a new or ‘newsy’ angle
Don’t assume that your CSR initiative in itself is enough to attract attention: hang it on an anniversary or a milestone. Your community initiative may have recently helped its 100th disadvantaged teenager, you may have just completed a pilot for a larger scheme, or be about to enter a new phase of work. Think about whether your CSR programme is linked in some way to a ‘sexy’ issue of current media interest: if s0, this may be a good time to present it.
Let CSR practitioners do the talking
The corporate press office is useful for fielding bread-and-butter media enquiries, but whenever possible allow staff with a thorough knowledge of your organization’s CSR activity to talk directly to journalists. They will know more, and will therefore be in a better position to answer questions fully. They will also be more effective at conveying the nuances of any CSR initiative and, hopefully, less inclined to put spin on a story. As a general rule, keep public relations agencies well away from CSR communications, unless the work is routine or they can demonstrate real expertise in the area.
Face-to-face works better
A briefing between a journalist and a CSR executive increases commitment and understanding on both sides. Generally it also allows more time than a telephone interview, and establishes a rapport, thereby reducing the possibility that the journalist will adopt a negative stance. It is easier to convey detail and there is less scope for confusion if you can see the whites of their eyes.
Involve people at the top
When a senior executive – the CSR director or, even better, a committed chief executive – talks to the media, the message becomes stronger. Journalists are just as impressionable as anyone else, and the fact that the head of your organization has time to speak to them suggests he or she considers the topic important. On a practical level, journalists are also keener to have quotes from senior executives as opposed to someone lower down the chain, as this suggests they have access to the people that matter.
Be selective in your approaches
Some organizations continually send out press material about their CSR activity. This shows willing, but they are over-exposing themselves and as a result the press releases often go in the bin. No media outlet can keep running stories on the same company. Maintain contact at sensible levels.
Do your homework on the journalists and who they work for
Approaching media outlets with stories or ideas that are not relevant to their audience or don’t fit in with their general editorial content is a waste of time. Make sure you’re familiar with their product before offering anything; if nothing else this will show you’re both well informed about, and interested in, what they do. In particular, don’t assume that you can always treat online media journalists in the same way as those working in more traditional media; ask them about their special requirements.
Accept that you’re rarely going to get the ‘perfect’ article
Don’t expect too much. Unless you write a programme script or an article yourself, you’re not going to be entirely happy with everything that’s in it. That’s life. Better to focus on the fact that you’ve at least got your story out there, and to accept that if you had written it, then it probably would have been in corporate-speak. If you have problems with an article, address them with the journalist, but try not to make a meal of it. Above all, don’t let any disagreement affect the long term relationship.
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