A useful read if you are thinking about CSR strategyI’ve recently finished reading Just Good Business by Kellie McElhaney. I saw Kellie speak in Dublin last year and really like her approach. She’s got a natural warmth and enthusiasm that also comes across in her writing and she talks a lot of sense. If you’re looking for some ideas I really suggest this as a good starting point. The book contains lots of examples which I really like as I find it easier to remember the story than the theory. In fact this is one of the recommendations Kellie makes which is for companies to tell a story rather than blind consumers with lots of facts and science or worse not tell them anything at all. She feels that many companies are doing a lot of great things but that in so many cases they are failing to communicate what they are doing. Sometimes this is due to nervousness – they don’t want to be seen to be boasting or they’re scared of being shot down by criticism. In the book Kellie also says that the excuse she often hears is “My customers don’t care; they aren’t asking for it”. She rightly points out that customers aren’t asking for lots of things but Marketing Departments aren’t too shy about pushing new products on them that they didn’t know they wanted. She also points out that companies are missing a huge opportunity to turn their employees into a CSR communication channel. If you’re doing something great don’t you think your employees would love to tell your customers about it? But if your employees don’t even know about it how can they? Add a CommentYour comment will appear once it has been approved. |