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4 ways to boost CSR this year

In 2020, consumers are looking to align with brands or companies that prioritize corporate social responsibility (CSR). It is completely essential for public relations for a company to show care for society – according to various studies, around 90% of the general consumer pool will buy a product because it advocates for an issue they care about whereas 75% will not buy from a brand that supports the contrary to their beliefs.

 

Promote social and environmental activities

 

Donate to organisations to support good causes. You can also organize or sponsor events in honor of a cause. Brands with a huge audience can help educate them on current social issues and ways they can help make a difference.

 

Volunteering

 

Offering volunteering days to employees can serve a two-fold purpose – spreading your brand name among the supporters of a cause and also helps build camaraderie between members of a team.

 

Treat your employees well

 

The current job market is extremely flexible. Employees are constantly on the lookout for a cool working environment. To ensure that your company attracts the best talent and keep them happy, offer attractive perks and make your workspace the place to be.

 

Show care for your environment

 

People are looking to reduce their impact on the environment and some of them expect the brands they support to do the same. Cut down on plastics, try to reduce usage of energy from non-renewable sources or support a good cause. It’s the little things that can make a world of difference to how your consumers perceive your brand.

 

Whether it is about supporting a good cause, caring for the environment, making your employees feel at home or volunteering, it is important to take that step further and make a change that will impact society.

 

The Human & Digital Communications Agency

Our award-winning communications team blends human interactions & digital engagement seamlessly to produce results for brands.

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Small businesses making big moves online

It’s all about standing out these days. Actually, it always has been, of course, but the rules are changing now more than ever, and even then it can be hard to stay on top of them, not only because they are constantly changing, but it is truly a mystery who is making them and even what they are. Nevertheless, there are many guidelines to creating and sustaining an attention-attracting business. When adhered they will help boost your chances of success in the complex world of digital marketing.

 

Stay on top of the situation

 

While there are countless platforms for sharing ideas today, there are a variety of strategies and tips that when practiced together can aid your chances of success. For starters, stay current about digital marketing about positioning small businesses, get to know everything you can about your target audiences and their spending habits, and make your key messages are easily adaptable to different mediums and ways of interacting with them, including smartphones, laptops, and tablets. Content-wise, make sure the information you project is both interesting and practical to your audiences and potential customers. Make sure your messages are being transmitted on a few social media platforms.

 

SEO time

 

Saying the right thing won’t matter as much if no one hears your message. For that, the intricacies of search engine optimisation must be paid attention to. Reading up on and receiving alerts on the latest SEO trends and tricks is a must if you want to keep in the minds of those who have the greatest effect on your ROI. The more digital inroads are made into once common advertising practices, the easier it is to make shifts when necessary. The more that firms proactively study what steps rivals are taking, which of them work, and which can be most easily adapted to messages and promotions for your particular products and services, the easier it is for your firm to do the same. And be prepared for even greater changes to business as usual – like quantum commuting – which are already on the way…

 

The Human & Digital Communications Agency

Our award-winning communications team blends human interactions & digital engagement seamlessly to produce results for brands.

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Expecting the unexpected in PR

Reputation repairs are among the most relevant and risky jobs for any PR firm. But while the potential for damage is significant, so too are the chances for turning lemons into lemonade. By focusing on what public relations boils down to – engagingly relating to the public and providing them with key messages reflective of a client’s core principles – the worst can not only be averted, but transcended.

 

Old dogs, new tricks

 

Much of the problem these days relates to the proliferation of things digital. Ideas, especially those of an embarrassing or sensational nature, which tend to spread quickly through social media. Everyone’s a videographer. And a potential part of the paparazzi. Moreover, the newness of digital marketing continues to create opportunities for smallish problems to blow up into artificially big crises. Once the bad news hits, the key to it not allowing it to trigger a more significant, long-term financial problem is often simply making sure a strike force is ready to jump into action. In the information age, disrupting preexisting expectations of perceived job responsibilities and the reluctances to change old ways is essential. The bottom line is worth it.

 

In Twitter we trust

 

If crisis strikes, stay calm and head for cycberspace. Response teams need to be savvy in their pushback on multiple social media platforms to help mitigate unwanted news that actually often ends up being more profitable than formal campaigns. Part of the solution, though, is timeless: know your clients. If you don’t, PR companies are at the mercy of parties who do or claim to. But being knowledgeable about your client’s strong points is only one key part of being prepared. Another, not to be underestimated in the digital age, is knowing how to effectively spread the message and counteract less attractive messages. The old adage about there being no such thing as bad PR is put to the test in ways that would have been imaginable when the expression was coined. In today’s world, the nature of public relations and reputations are very much on the line if your team doesn’t make the most of spreading the good word about your firm online.

 

The Human & Digital Communications Agency

Our award-winning communications team blends human interactions & digital engagement seamlessly to produce results for brands.

Best PR Agency Delivering PR | Social | Digital. 

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Splurging on me, electronically

What do you get when you combine the energies of the world’s largest e-commerce company and the world’s most popular pop star? An additional boost to what is the world’s biggest single-day spending phenomenon, organisers of Alibaba’s Singles’ Day hope. This year the day will be lent the considerable star power of Taylor Swift, who will highlight a spectacular show in Shanghai promoting the event. While November 11 is set aside as a holiday in various Western countries as Veterans Day, Armistice Day or Remembrance Day, in China the day is a 24-hour online shopping phenomenon that now outranks Black Friday, the day after Thanksgiving once known as the biggest day in shopping.

 

Look East

 

For more than 10 years the Singles’ Day has surged, and now has assumed a primary position in the history of capitalism and marketing. Last year Alibaba earned a whopping US$30 billion in sales on November 11. This represented over an increase of over 25 per cent on the previous year, which in turn was nearly 40 more than in 2017. The message signaled this year with the inclusion of the ultimate marquee act that Swift – the world’s highest paid celebrity, who has a net worth of US$360 million – is that the online shopping king very much intends to extend its reign and defend its position as the go-to platform for buying all imaginable products and services.

 

Eleventh-hour bargains

 

The growingly popular one-day event for spending online takes inspiration from the greatest number of “1”s in the day’s date – 11/11 – as well as the demographic realities of fewer marriages, marriages taking place later in life, growing affluence and IT growth reflected in much of East Asia. The last-minute opportunities available for just an hour more after the clock ticks 11pm on the eleventh day of the eleventh month well represents the enthusiastic nature of the day, and the mushrooming opportunities for digital marketing in a world increasingly getting accustomed to going on shopping sprees while relaxing at home.

 

The Human & Digital Communications Agency

Our award-winning communications team blends human interactions & digital engagement seamlessly to produce results for brands.

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You’re the one to go to

While companies inevitably have on hand official officials specifically tasked with saying just the right things to the right people on the choicest occasions about the firm’s mission, accomplishments and the rosy road ahead, the greater potential for spreading the good word may be through the authentic praise of non-designated spokespeople. It’s the off-the-cuff opinions of employees in varying positions that lend unvarnished, fresh legitimacy to key messages delivered though pre-approved information networks.

 

Keep it real

 

In the Internet era, authentic information has become a valuable commodity. Trusted influencers with a proven track record for providing reliable reviews of products and services are valued for their genuineness, not brand loyalty. Content is king, and anyone providing no-nonsense information are the new sovereigns, whether they are influencers, C2C reviewers or, indeed, employees of companies whose stated job duties may not formally extend into PR duties. But just as passport holders are de facto cultural ambassadors for their countries, it matters who you work for; you’re still part of the team. Indeed, when you’re not be overtly profiting from what you say, your words take on a new currency.

 

Water coolers and social media

 

Just about everyone’s on social media. People posting photos and text on Facebook, Instagram and Twitter generally share details related to one of two things: family and the workplace. Plus trips, which are one of two things: family or the workplace. Companies that wish to profit from the free word of mouth generated by positive online reviews would do well to remind themselves of the basics, that the most successful companies naturally generate satisfied workers, and create positive energy not from PR campaigns, but from the good vibes that such firms intrinsically radiate from being a cool place to work. It is the fundamentals like having an enjoyable work environment, and producing something sellable, that will create conditions not only for a great PR message, but the conditions at home that make it easy to create one. The best brands aren’t built, they simply grow.

 

The Human & Digital Communications Agency

Our award-winning communications team blends human interactions & digital engagement seamlessly to produce results for brands.

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The unbelievable breadth of Amazon

Over the last four years, Amazon has nearly tripled its total number of employees to become the second-largest US company, and by this metric is outranked only by Walmart. By another benchmark, things are going swimmingly as well: last year the company’s trailblazing CEO, Jeff Bezos, became the world’s richest person. While the company’s South American jungle namesake may have made headlines for less fortunate reasons in recent weeks, Amazon the iconic firm is all about growth, in ways that are nothing short of spectacular.

 

Quirky culture

 

The Seattle-based company deserves a reputation for doing things differently and successfully. A real in-house hit that resonated with customers as well was the Share the Pi scheme, which gave buyers a 1.57 per cent discount – pi, or 3.14, cut in half. Bezos has had a cameo in a Star Trek drama with an alien-chic look, boasts owning a Starfleet uniform and credits the sci-fi novels he continues to devour as a source of deep inspiration about what happens when you dream big, and double down on making dreams come true. Amazon’s re:MARS Conference (Machine Learning, Automation, Robotics and Space) held earlier this year in Las Vegas consciously connects the fantastic with the everyday, fueling both our collective thirst for convenience and our expectations that the once unheard of can be achieved, if we persevere. Amazon’s Prime Air delivery drone is said to be in the final stages of development and will be unveiled in a matter of months.

 

Keeping an eye out on death and taxes

 

The only things seemingly capable of bringing things back down to earth are the mundane matters like taxes. Calls have been made from all sides of the political spectrum for the company’s huge profits to be looked at afresh. But with Amazon’s leadership principles like “never say ‘that’s not my job,’” taken seriously, the future looks assured, as does the firm’s long-term prospects. Amazon’s focus on survivability is best reflected in what its leader calls ‘Day One Thinking’ and how every day should be seen as the first day a company has ever existed. Any day after day one is “Followed by irrelevance. Followed by excruciating, painful decline. Followed by death,” Bezos wrote to shareholders a couple of years ago. “And that is why it is always Day One.”

 

The Human & Digital Communications Agency

Our award-winning communications team blends human interactions & digital engagement seamlessly to produce results for brands.

Best PR Agency Delivering PR | Social | Digital. 

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Who’s your CSR czar?

Corporate Social Responsibility (CSR) has been with us for around a quarter century now, but is rooted in philanthropic concepts as old as time, which go to the heart of what society could or should be based on. The tendency to want to be seen as doing good and being fair-minded has long been a concern to leaders of businesses, nations and other institutions. Not least of which since it helps justify their continuing to retain power and influence, for – at least in their minds – the greater good.

 

The authority to help out

 

While CSR is still seen as secondary to the overriding purposes of many firms, it easily aligns with their overarching mission statements, which describe companies’ ideal societal impacts, beyond profits. At a minimum, companies facilitate the betterment of the lives of employees and their dependents. Meanwhile, governments tend to see themselves as providers or at least enablers of the SR part of CSR. But as big data comes about, transparency increases and bottom lines and product origins become more traceable, CSR in a wider sense of ethics increasingly affects not just local environments, but carbon footprints felt globally.

 

The Gen Z factor

 

People with little to know knowledge of the last millennium or life before smartphones are now coming of age, shopping online, and expressing tendencies to spend their money on companies they see as taking stands on issues and sourcing products and services in ethical, sustainable and documentable ways. Several multinationals like Netflix, Google and IBM have reached out to young consumers who have expressed interest in supporting companies aligned with their progressive, modern values. Many brands are shifting to move away from certain segments of the public and more overtly marketing and positioning themselves to take better advantage of new demographic realties.

 

The Human & Digital Communications Agency

Our award-winning communications team blends human interactions & digital engagement seamlessly to produce results for brands.

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CSR as good PR

Over 75% of respondents in a recent survey expected business leaders to a have committed views on difficult issues the world is facing today. Companies are increasingly expected to have a positive impact not just on their workers and their families – which was the original intent of Corporate Social Responsibility – but on society. In addition, CSR has gone digital as much as anything else, with its effects able to be tracked, analyzed, reflected on and adjusted just like other KPIs.

 

Sustainable societies, sustainable companies

 

Another study reported that two out of three consumers will spend money on a brand that tracks and proves their sustainability. In the coming age of big data, in which customers’ buying patterns are clearer by their online activity, companies and other entities will also have information about their behavior publically accessible too, including carbon footprints, CSR activities and anything deemed worthy enough to turn up on Google.

 

Where CSR meets ROI

 

According to the 2015 Global CSR Study, 90% of consumers would choose not to patronize a company proven to have taking part in inappropriate business practices, and also expect companies to take a stand on environmental and social issues. The Reputation Institute found that while 40% of our decisions whether to buy something is based on what we think of a company’s products and services, 60% of those decisions come from what we think of the company itself. Reputation influences long-term financial stability, and all the more in a digital age, when privacy is under threat, and data can be manipulated. The last word in reputation is integrity, and remains as valuable as ever.

 

The Human & Digital Communications Agency

Our award-winning communications team blends human interactions & digital engagement seamlessly to produce results for brands.

 

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