Team Building and Sustainability Building: Could CSR Communication Be the Winning Formula?

CSR consists of a commitment to the society in which a business operates. Consequently, more and more business managers seek to implement Corporate Social Responsibility (CSR) initiatives. CSR is perceived as a tool to help secure a sustainable competitive advantage by integrating social and business goals. Above all, testing CSR measures in India is an opportunity for employees from the bottom to provide input and be proud of participating in their firm’s CSR development. CSR measures have to be enhanced by strategic communication to deliver the appropriate message.

CSR communication is a key tool for taking the pulse a healthy work environment in a business, since it provides an outlook on a company’s goodwill from within and without. It has a twofold impact. One, employees become eager to be involved in the principles of participative management and sustainable development. Two, customers are aware of these efforts, something that could have positive outcomes for the company. CSR communication in India is appreciated because more than 1,500 companies worldwide have published a CSR report. Consequently, more than a mere idea, CSR has become an actual component of strategic communication. Communicating properly involved few challenges, which are to: define the source of information, establish a coherent dialog within the company and determine who the audience is. Finally, successful CSR communication should use every channel available to broaden the reach of its message.

CSR communication has been growing rapidly, somewhat as if it had become a prerequisite for business development and competitive advantage. CSR initiatives should benefit employees at all levels and maximize internal advantages rather than enhance the company’s public image, a move that would strengthen their power of influence along with the executive managers. A Parliamentary panel has even suggested that 2% spending by corporations on CSR activities in the new Companies Bill should be made mandatory to prevent them from avoiding liability. Some challenges remain and businesses should be wary of the non-implementation of CSR initiatives merely for economic reasons.