communication strategy in the csr context
DESCRIPTION
A presentation that focused on the factors affecting communication within the Corporate Social responsibilityTRANSCRIPT
Middle East Consultants Network
Dr. Sherif Tehemar
Dr. Sherif H. Zaki Tehemar BDS/DDS, MS, PhD, FACOMS, CSSGB
CSR Consultant/CEO MECN
Chairman of CSR Committee DSFH
The question is not whether companies will engage in corporate social responsibility, but how they will create real and meaningful impact.
Corporate social responsibility is no longer an option — it is emphatically and indisputably a must-do.
Dr. Sherif Tehemar-CSR Qatar 2013
The Definition of CSR
The Value of implementing CSR (moral, social or
economic)
The Communication Strategy
CSR Awareness
The Role of Government
Dr. Sherif Tehemar-CSR Qatar 2013
Jamali, D., M Zanhour and T. Keshishian (2009), “Peculiar Strengths and
Relational Attributes of SMEs in the Context of CSR” Journal of Business
Ethic 87 (3), 355-367
Sustainability Advisory Group, (2010), What do Middle Eastern Executives
think about CSR?
Mandurah S et al (2012) , Corporate Social Responsibility Among Saudi
Arabian Firms: An Empirical Investigation. Journal of Applied Business
Research ,
Dubai Chamber of Commerce and Industry (Dubai Chamber) funded by the
Emirates Foundation for Philanthropy (2012)
Dr. Sherif Tehemar-CSR Qatar 2013
Dr. Sherif Tehemar
Principle of Who or What Really Counts. Edward Freeman (1984)
Stakeholders are those individuals or groups who can impact or are impacted by an organization’s successes or failures.
Shareholders
Stakeholders
Executives
Dr. Sherif Tehemar-CSR Qatar 2013
Firm
Media
Employees
Suppliers
Competitors
Customers
Community
NGOs
Policy Makers
Investors
Gov. Bodies
Dr. Sherif Tehemar-CSR Qatar 2013
Keep Informed Manage Closely &
Engage Deeply
Monitor with Minimum Effort
Consult & Keep Satisfied
Stekeholder Prioritization
Leve
l of
Inte
rest
Degree of Influence
Hig
h
High Low
Low
Imperial College of London
Dr. Sherif Tehemar-CSR Qatar 2013
COMMUNICATE
VS. ENGAGE
Transmit Information
Share or exchange Information
Convey ideas
Involve Attract
Establish a Meaningful and solid connection
Dr. Sherif Tehemar-CSR Qatar 2013
Dr. Sherif Tehemar
Sender
Message
Channel
Recipient
Dr. Sherif Tehemar-CSR Qatar 2013
Why
Who
What
When
How
Dr. Sherif Tehemar-CSR Qatar 2013
Dr. Sherif Tehemar
Timing
Stakeholder's entity
Content of the message
Communication Channel
Dr. Sherif Tehemar-CSR Qatar 2013
Dr. Sherif Tehemar
Commitment of the Leadership
Existence of cultural of transparency
Presence of an organization strategy with clear CSR
objectives and goals
Presence of CSR department or CSR committee with
clear responsibilities
Presence of Solid Organizational Structure Hierarchy
Availability of organizational committees structure
with clear reporting mechanism
Tehemar S. (2012) : How to create an effective CSR communication Model. Sustainable Business Forum
Dr. Sherif Tehemar-CSR Qatar 2013
Clear understanding of community’s culture
Proper identification and mapping of the
stakeholders with focus on the sector’s interest that
they represent
Presence of an active Total Quality Management
Department
Well-established data management process
Proper differentiation between the Public Relations
and CSR
Tehemar S. (2012) : How to create an effective CSR communication Model. Sustainable Business Forum
Dr. Sherif Tehemar-CSR Qatar 2013
Industry
Size
Reputation/Brand
Logo/Slogan
CSR Position
Dr. Sherif Tehemar-CSR Qatar 2013
Sincere
Clear
Comprehensive
Linked to core business
Framed/tailored
Dr. Sherif Tehemar-CSR Qatar 2013
Dr. Sherif Tehemar-CSR Qatar 2013
Dr. Sherif Tehemar-CSR Qatar 2013
Dr. Sherif Tehemar-CSR Qatar 2013
Dr. Sherif Tehemar-CSR Qatar 2013
Dr. Sherif Tehemar-CSR Qatar 2013
Dr. Sherif Tehemar-CSR Qatar 2013
One way vs. two ways
Internal vs. external
Continuous vs. intermittent
Controllability vs. Credibility
Word-Of-Mouth
Online vs. Offline
Digital vs. Printed
Target-Specific
PR vs. CSR
Evaluated Periodically
CSR representatives (53)
Members (7)
Core Team (3)
Chairman
Community Advisory Committee CAC
Dr. Sherif Tehemar-CSR Qatar 2013
Dr. Sherif Tehemar-CSR Qatar 2013
Dr. Sherif Tehemar-CSR Qatar 2013
Dr. Sherif Tehemar
Communication Channels with stakeholders, the frequency and key issues of concerns
Governmental Bodies External Committee/Committee Monthly/Quarterly Compliance
Charities Charity Office
Agreements
As indicated Preventive Healthcare
program
Regulator/Policy Makers External Committee/CAC/One-on-one Monthly/Quarterly Compliance
Competitors External Committees Monthly/Quarterly Service fees for insured
patient vs. quality
Employees
Staff Satisfaction Survey
CSR representative
CSR Committee
General Staff Meeting
Yearly
Monthly
Monthly
Yearly
-Better work environment
-Better on-job training
especially English language
-Better transportation/
accommodation
-Competitive salary scales
-Staff empowerment
Suppliers One-on-one
Committee
Daily
Quarterly
CSR awareness
Media One-on-one
Committee
As indicated
Quarterly
Separation of the CSR from
PR
Customers
Customer Satisfaction
Complaint Mechanism
One-on-one
Daily
As indicated
Daily
-Reduction of the waiting
time for patients to be
examined
-Reduction of the discharge
time for the in-patients
Community Committee
Brand Audit
Quarterly
Yearly
CSR awareness
Investors/Governance
Meeting Weekly Regular conduction of SWOT
analysis and strategy
revision
Priority
Communicate
Engage
Entity
Interests
Needs
Preferred Channels
Legitimate demands
Dr. Sherif Tehemar-CSR Qatar 2013
1. Dialogue/Meeting/Survey
2. Community Teaching Center CTC
3. Website/Online
4. Sponsorship 5. Partnership
6. Workshops
7. Media Tools
8. CSR Report
Dr. Sherif Tehemar-CSR Qatar 2013
Dr. Sherif Tehemar-CSR Qatar 2013
73% of Smart Phone users don’t leave their home without their devices 90 Million daily YouTube views No1 Globally (YouTube views per internet user) 38% of all Arab tweets comes from Saudi Arabia
45%
35%
12% 8%
15-24
25-34
35-44
45+
Dr. Sherif Tehemar-CSR Qatar 2013
Real Time feedbacks and inputs
Follow Leaders Monitor the CSR trend
140 characters Time resource
Dr. Sherif Tehemar-CSR Qatar 2013
Creates or join CSR groups to share ideas, stories, network and promote key initiatives
Gets inputs from experts
Not for ordinary users Age limitation
Dr. Sherif Tehemar-CSR Qatar 2013
Customized on geographic , age and gender basis
Branding Transparent engagement
High risk CSR should be well
implemented
Dr. Sherif Tehemar-CSR Qatar 2013
More creative The advantage of Video Story/Morale through
visual
Cost
Dr. Sherif Tehemar-CSR Qatar 2013
Dr. Sherif Tehemar-CSR Qatar 2013
Dr. Sherif Tehemar-CSR Qatar 2013
No control over the conversation. Not a one-way conversation Be prepared to protect your reputation or brand. Be credible, authentic and transparent in your
communications. Make sure you are communicating in a way that’s
believable and true to your business commitments. Use all social media outlets to engage. Invest in resources and talent to manage social and
new media communication.
Dr. Sherif Tehemar-CSR Qatar 2013
We live by ethics & we grow by knowledge
S. Tehemar Middle East Consultants Network
www.mecn-eg.com www.drtehemar.com