Category Archives: Talking to your employees

Bin your website section on CSR if you really want to be known as a socially responsible business

Sustainability, Talking to your customers, Talking to your employees

I can’t help feeling that when it comes to communicating corporate social responsibility(CSR), it’s still a bit of a tick box exercise for many businesses.

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Piece on CSR in the website somewhere. Tick.
Piece on CSR in the annual report somewhere. Tick. Tick.
Some community related news on the intranet somewhere. Triple tick.

So big green ticks all round which is fine of course if, as a business, you’re not really committed to CSR and don’t consider it to be an integral part of what you do, and what you want to be known for.

This piece on integrated reporting in last month’s PR Week makes for an interesting read. Integrated reporting, the article says, ‘describes a movement in corporate reporting to intertwine the financial information in annual reports and the non-financial content usually found in separate CSR reports’.

If there is real commitment to CSR from the board level down, shouldn’t integrated reporting be obvious, and shouldn’t every piece of communication help illustrate what your business stands for when it comes to the environment, the community around you, and how your business functions in a sustainable way?

Get rid of the CSR section
So why have a separate CSR section on your website (or even a separate site altogether as I’ve seen with some) or intranet. Why not integrate elements of CSR throughout the site? And how about abandoning that hurried attempt in the annual report to pull together all your charitable endeavours and try to reflect your company’s CSR approach throughout the report. Think about every single touch point your business has with employees, clients, and other stakeholders and ask yourself whether it communicates your CSR values.

A luxury car maker doesn’t need to have a section on its website somewhere that says ‘luxury’, it simply reflects those values throughout its brand; in its product, how it behaves and how it communicates. Communicating CSR should be no different.

 

To boldly go…grammar rules are there to be broken

Social media, Talking to your customers, Talking to your employees, Writing

Nurse: “Would you like me to gently prop you up?”
Elderly patient: “My dear, try never to split your infinitives.”

BlackboardSplit infinitives. Does anyone care anymore? Well, yes, lots of people do care and I’m not knocking them. Having said that, language changes and evolves, and so should our interpretation of the rules.

 

A pedant’s obsession with rooting out split infinitives for example, seems unnecessary particularly when a re- write would sound, well;

Nurse: “Would you like me to prop you up, but gently?”

…clumsy.

It’s important to know what’s wrong and what’s right, but good writing can exploit that knowledge to flout the rules and create interest. The point being: Rules. Are. There. To. Be. Broken. Sometimes.

And, another thing, who said you can’t start a sentence (or a paragraph) with a conjunction? But just make sure you don’t overdo it.

I read stories (I consume bananas)

Talking to your customers, Talking to your employees

Since when did we all start to consume content? I read content, I watch content, I listen to content but do I really consume content?

Have a listen to the creators of JacksGap on the BBC’s Media Show, a massively successful You Tube channel. How they love to talk about consuming content.

Is it just me or is there something slightly uncomfortable about content becoming a metaphorical feast? Is it just a commodity to be eaten?

It’s jargon of course which, ironically, is often employed to cover up the lack of content – or at least interesting content.

Fortunately I haven’t started to read content to my children, they still prefer a bedtime story.

Be a braveheart

Case Studies, Social media, Talking to your customers, Talking to your employees

Bravery is a hard thing to define. It comes in all shapes and sizes. Here though I’m not necessarily talking ‘My name is Maximus Decimus Meridius, Commander of the Armies of the North … father to a murdered son, husband to a murdered wife. And I will have my vengeance, in this life or the next,’ type bravery. That would be a stretch. I’m thinking more about how brave as a communicator you can be.

Being bullied by a brute nosed journalist can of course make you feel like Maximus, but how many times have you written a stock phrase in a press release such as:

“We’re delighted so and so has joined, bringing with him a breadth of expertise…”

Cosy and comfortable
Or resorted to overused sound bites, or just retreated to the cosy world of corporate jargon and acronym where you know what you’re saying might not have much impact, but hey, no one ever got fired for using corporate jargon did they?

So here’s a challenge. How brave can you be? There’s the CEO to defy, or the inhouse lawyer, or simply those people who expect to see the formulaic press release, intranet article, blog or whatever.

Maybe it’s time to put yourself out there and take a few more risks.

A lesson in communication

Talking to your customers, Talking to your employees

Have you noticed how good many schools have become at communicating with parents? I get regular text messages about school events, my daughters’ homework, as well as reminders about term dates.

They’re also good at using ‘real’ message boards (as opposed to digital ones) positioned at entrances to remind parents about events or simply to wish everyone a Happy New Year. Nice eh? It makes me smile anyway.

Many companies could do a lot worse than take a leaf out of a school’s exercise book when it comes to communicating with their customers and employees. Letter home anyone?