CSR: a longer-term view & ideas

Is a Corporate Social Responsibility (CSR) programme just for larger businesses to demonstrate their ethical credentials to shareholders and customers and companies looking to do some 'team bonding' whilst building something together? Or is it something that can be long-lasting, benefitting communities and stimulating businesses?

From what I've experienced, working with a wide range of clients from coffee companies to supermarkets to SMEs and start-ups, the latter can be true. Projects done in the right way with commitment can be benefit both sides. I have seen examples of where it has and hasn't worked. Good CSR programmes can make a difference to individuals, buisinesses and communities if delivered with some thought and longer-term perspective.

Not only do those on the receiving end benefit, CSR in all its various forms, can provide many positive aspects to office life too. Take annual charity fun runs for example - they can be a great chance for people to get fit, do a bit of team building and raise cash for a good cause. You don't even have to run but can help fundraise or walk! The OX5 Run has been a fantastic way of raising money for the Oxford Children's Hospital - this year it raised £50,000 for new equipment. Oxfordshire-based recruitment firm Allen Associates has sponsored the event for two years now and has been heavily involved in promoting it. Going to their awards evening this year and meeeting some of the children who have benefitted from the new equipment was just awe-inspiring. (photo above: with GMTV presenters Emma Crosby and Kirsty McCabe and Jason Donovan who started this year's OX5 Run)

My sister set up a fun charity challenge for 2010 (in her spare moments from her busy job!) with a friend called '10 4 10' - with 10 creative challenges to appeal to different interests - from mountaineering to gardening and design - to raise money for 10 different charities. Special awards for completing all 10!

Here are a few more thoughts and ideas:

1. Think local: Choose a charity or project that serves the community in which your business operates and where many of your staff will live.


2. It's not all about the money: smaller businesses that don't have much extra cash to give, can be a bit more creative with their CSR - giving of a little time or expertise can be just as much of a benefit - supporting local schools by providing work experience placements is just one idea - you might even find your next talented recruit!


3. Think longer-term: it takes time to get to know a project, charity or community. Take a little time to explore what's around your area or what might be a good fit with your business and its values, expertise and resources.


4. From the heart: why not ask staff if there is something they are already involved in out of office hours that you could support as a business and free up some staff time to get involved too.


5. Get active: there are many charity fun runs, for example that take place every year - why not encourage staff to get fit and raise money for a good cause.

Moving away from short-term goodwill gestures or high profile one-off projects that might grab attention and be nice for staff, towards a longer-term view and valuable relationship-building can benefit all involved. Economic challenges? What difference does that make? Surely building businesses and communities goes hand-in-hand.

Mixing traditional & new PR tools successfully

Berlin is a city of stark contrasts - particularly evident in its buildings. In a recent visit I snapped cool, contemporary architecture alongside beautiful buildings of huge historical weight and interest. The Reichstag building (left: filming a short piece on Berlin outside the Reichstag, right: a contemporary building near the museum district) wraps together history with contemporary values with Norman Foster's glass spiral walkway where people are elevated above the politicians to remind them when they look up of who they work for.

It's the history of the city that makes it so unique - from a a once divided city to one that is now still under construction and constantly changing.

Similarly, businesses are looking to a combination of PR tactics - a traditional and online approach - to tell their own story in a way that appeals to different audiences. Using short audio and visual clips specifically designed to appeal to social media audiences can help bring key elements of a company's story to life in a new way. At a recent social media conference at the Ashmolean Museum, Oxford, hundreds of businesses gathered to hear about what it can do for their business - it was packed! Rory Bremner's presence no doubt helped attract interest, but there definately seems to be a hunger for more knowledge on the most effective ways of reaching audiences with their messages.

Combining a 'traditional', strategic approach of defining key goals and then selecting the most appropriate tools for the job is proving successful for clients. Helping businesses monitor and then join in and start relevant conversations with audiences online can produce valuable results.

What'll make your business tick in 2010?

Whilst planning for and thinking about 2010 it's good too to reflect on the positives from the year just gone. It's so easy to forget achievements, even the smaller 'wins' and obstacles overcome.

A key highlight for me was attending the Parliamentary Awards at the House of Commons at the end of the year organised by ComRes. It was a significant event in terms of the recognition of the charities' achievements and the involvement of key MPs and businesses.

There's always highs and lows in any business's year - PR is certainly no exception! Getting results for clients is one of the things that makes me tick. I doubt I'd be in PR if it didn't!

However, some other memorable moments have been those with a particular 'feel-good' factor (e.g.the awards mentioned) and events such as securing David Cameron's support of the OX5Run at Blenheim Palace for the Oxford Children's Hospital. I'm enjoying working on that event again for sponsors Allen Associates.

Whilst the year has had a fairly quiet with the snow flurries I've thoroughly enjoyed working on the launch of my sister's year-long charity event 10 4 10 (which she's organising in her spare time outside her busy job) to raise funds for ten charities. I'll be doing the DIY Dare. Keeps me ticking!