Select Page

Communications professionals from around the world want to raise the profile of their organizations’ corporate social responsibility (CSR) efforts by beefing up communications and backing stand-alone CSR departments, according to a poll by Ragan Communications and PollStream.

Respondents were conflicted, however, about why they want to increase CSR activities and where a CSR department should reside within their organization.

Key findings:

  • Some 70% of the 439 respondents indicate that their companies practice and communicate CSR, though 30% say they have no CSR programs at all.
  • When asked what they’d like to change about their CSR programs, 43% would like to increase them and 21% want to measure their ROI. Only 6% would reduce CSR initiatives overall.
  • Poll respondents are split over their reasons for wanting to increase CSR. Some 40% say it would improve employee engagement, while 50% say it would enhance PR and corporate image; 7% hope to grow sales and 4% want to attract new employees.
  • Nearly 50% believe a standalone department reporting directly to the CEO should take charge of CSR. The remaining 50% are split over whether media relations, internal communications or marketing should have responsibility.

Communicators also showed a preference for using traditional media – such as newsletters and CSR reports – rather than new online media, to communicate CSR initiatives:

  • 58% of respondents cite traditional communications outlets as their venue of choice for disseminating CSR news.
  • 43% plan to promote CSR activities such as employee volunteerism and community ambassador programs.
  • 22% plan to promote CSR with more aggressive public relations programs that coincide with community outreach.
  • 22% plan to communicate CSR programs using social media such as blogs, podcasts and Facebook groups.

About the research: PollStream partnered with Ragan Communications to create POLL-arized, a series of polls about corporate communications. A sample of 439 communicators from North and South America, Europe, Asia, Africa and Australia participated in the poll.

Feel Like You're Always Playing Catchup?

Stay ahead of the curve with our free newsletter. It’s fast. It’s factual. And it’s clear

marketing charts logo

Error: Please enter a valid email address

Error: Invalid email

Error: Please enter your first name

Error: Please enter your last name

Error: Please enter a username

Error: Please enter a password

Error: Please confirm your password

Error: Password and password confirmation do not match

Pin It on Pinterest

Share This