Posts Tagged ‘global reputation’
Benefits of Holding Corporate Social Responsibility Activities
Corporate Social Responsibility brings many benefits to a company, and contributes to its action on the environment is constructive and positive influence on the purchasing decision of consumers.
Corporate Social Responsibility CLSY reflects the values and cultural identity of a company, but at the same time, it is a tool of corporate reputation management. Hence, the activity in the framework of Corporate Social Responsibility has to be authentic and nurture a genuine conviction born in the presidency and the senior management of a company. Otherwise, Corporate Social Responsibility activities have no substance and will not be received as ethical, but as a mere superficial investment in social marketing. Even, they can arouse a feeling of rejection by consumers and opinion leaders, such as economic and general press.
A very useful technique to define the identity of a company is to carry out an audit of its reputation that would put it in its sector and for their direct competition through its corporate image attributes and cultural identity. The reputation audit consists of two phases: first, through media coverage, analyze the perception of the company in the media and in the second, a survey of opinion leaders that are relevant to the company in question. In turn, this audit to identify key attributes of corporate branding, that is, the most striking factors in a specific sector to define the ethical evaluation and the global reputation of a company. Finally, measures the brand attributes that most influence the purchase decision.
The objective of this audit is not to invent a Corporate Social Responsibility policy, but to define the key messages that should be highlighted in communicating the company’s activities in the field of Corporate Social Responsibility.