Companies large and small, public and private, can be very productive when implementing corporate social responsibility (CSR) strategies. Yet CSR success stems from communicating those efforts and writing a CSR report.

The good news is the report can be flexible and unique, just like the businesses they represent.  Ultimately the reports should express the corporate values, vision and personality.

Unaware of how corporate social responsibility can improve your business while positively affecting the community? Read The Secret to Success: Community Engagement and 7 Steps to CSR Success.

While customizable, quality and structure must not be lacking. The trick is to remember that a successful CSR report is, at its most basic level, about a company’s social and environmental impact.

Can small-to-medium-size companies experience the same success as large  companies?  Yes.

Here are seven steps to writing a successful CSR report.

1. Focus on four areas.

• Workplace
• Marketplace
• Environment
• Community engagement

Within those four areas, integrate a theme that can be shared by all business divisions.

2. Focus on future goals.

If past successes add credibility to your report, then by all means include them. They can paint a picture of what steps the company has taken to become socially-responsible. The focus, however, should also be on future goals. Show the world that you have big plans to improve it.

3. Discuss the elephant in the room.

Within reason, tell the whole story, not just the bits and pieces you feel most comfortable sharing. Most people are aware that corporate social responsibility is the journey, not the destination, and thus understand that there may be hiccups along the way.

4. Avoid a PR nightmare.

Focus on sustainable business practices and responsible workplace conditions instead of just philanthropy. This is not to say that philanthropy should not be included; it should. Be mindful, though, that the press tends to prey on companies that focus only on philanthropy but do not maintain reasonable workplaces, consider the environment, and so on. When that happens, it appears hypocritical and self-serving.

5. Include third-party credibility.

What others say about you carries greater weight than what you say about yourself; therefore, try to include testimonials and support by third-parties: shareholders, associations, charitable organizations, etc. For example, if your company is raising money for a charity, you may want to ask the founder of the charity to give a testimonial; if you are making great environmental strides, include a statement from the director of a non-profit environmental group; etc.

6. Share stats and stories.

Continuing from tip #2, be sure to share stats and reliable stories when you do include past successes. People respond to organized and creatively-presented numbers and figures because our brains know how to process and interpret them; they convey meaning and magnitude.

7. Add value in the CSR report.

Stakeholders and the public want to see transparency in the company’s mission and efforts, so be transparent. That transparency can enhance reputation and credibility, thus converting critics into supporters and supporters into advocates. Build trust, manage risks, define operational processes and encourage stakeholder engagement. Elements of value might include a letter from the president or third-party verification.

• Include what corporate social responsibility means to the company and how the company builds support.
• Offer a clear picture of goals marked by strategies and progress achieved (service, engagement, sustainability).
• Include the pursuit of a long-term sustainable goal, devoted and committed to treating every employee with respect.
• Use “we” to indicate teamwork.

What is the right reporting guideline to follow?

Many national and international publicly-held companies follow a Global Reporting Initiative guideline.  However, small-to-medium-size companies find that guideline too complex.  .  Instead, their CSR report could balances information for a variety of stakeholders – employees, clients, prospects, consumers and business partners – anticipating it may not be read the same way by all. For example, realize if an employee reads about an activity they did not previously know about they might feel disconnected from the internal communication system. However, a consumer’s loyalty may be strengthened after discovering the company supports local homeless women.

What’s the take away?

Business leaders know that profits are linked to people and the planet, hence they are adopting and adapting to new measures of success and to communicate to their stakeholders. Consequently, the last few years have seen substantial climb in CSR reporting, becoming a requirement for companies that practice social responsibility.

CSR reports can enhance the sense of engagement and loyalty with stakeholders. It can reduce legal risks and weaken turnover, both of which can eat into profits. Plus, it can generate new business!

CSR reports shows stakeholders the heart of the company and acts as an information databank that (hopefully) satisfies the needs of a very dissimilar audience while giving the management team an internal measurement tool to keep track of company progress.

If you need assistance in writing your CSR report — call 415-545-8787 or email im@dulebohn.com