CSR Stories: Communicate it Loud and ProudJomy Joseph | August 21, 2018
Words can tell a great story, but gone are those days. Today, especially when communicating CSR stories, we can go by the saying "a picture is worth a thousand words.”
In fact, communication is a crucial component of any CSR strategy, and shouldn’t be dealt with haphazardly. Failure to notify external and internal stakeholders may keep them in the dark and can lead to a mistaken understanding of a company’s CSR purposes and objectives. As stakeholders are one of the reasons why CSR strategies exist in the first place, they should always be updated on CSR activity.
Words, data measurements, and statistics are definitely essential in sharing a company’s focus on CSR, but using more visual and compelling details such as testimonials and case studies to accurately represent a dedication to sustainability, that's the way to break through.
In order to get noticed, bring in a powerful and compelling story that catches the attention of your audience. Having to articulate an authentic story is vital for engaging the target audience to interpret your vision into reality.
Knowing Your "Why"
Storytelling is imperative to expanding opinions that matter. Most powerful presenters begin with a story about personal impulses that led to the breakthrough idea. A great opening point for crafting your personal “I” narrative is to answer the question, “Why?”
As agents of change, sustainability experts prevail outside the pattern of the mainstream community. Uniquely inspired, it presents itself in the terms and words used to contextualize the project.
Give Information, Inspiration and Application
Data is extremely crucial, but numbers alone cannot influence people. A heartwarming story can, at least, prime the artistic mind to understand the possibilities within the data.
Good communicators use information and inspiration, as well as a third procedure: application. Teach your ideas, and motivate the audience to do the same.
News: Your Story
Once the “I” story is down, turn the content plan into media-sized bites to help communicate a memorable and consistent message that would build your brand trust. A key way to encourage media interest is with compelling statistics and data.
Appealing customers through cold calls to action are in full power, especially on social media.
No Picture-Perfect Company
It is natural for organizations to present only the good side of their company. But stakeholders can be suspicious if all seems too good to be true and understand that as a sign of hiding. CSR ventures should not be portrayed as the organization’s only purpose. CSR activities are combined with the company’s business, and this should be made clear in the CSR stories.
To leave a place for communicating with the audience, stay adaptable. Make your story flexible by recording it in classified pieces so that it will be easy to mix and match.
Communication involves the packaging of ideas for diverse audiences and is an essential skill for agents of change. Far more nuanced than it appears, communication involves a broad range of techniques and strategies. Storytelling is one of them — but it’s a significant one.
Breaking systems and changing them takes a lot of work, and it can push anyone out of their comfort zone. The amazing thing about keeping a narrative in arsenal is this: people can shoot down your date or ideas, but one thing they cannot deny is the story.