Ways To Promote Your CSR Report
After all the effort a company puts into its annual CSR report, promoting it is crucial. Because almost all reports are online-only, it’s important to have an integrated, multimedia communications plan developed with the company’s communications department and other relevant divisions. It should include promoting the report internally to employees, investors, clients, customers, consumers and the communities it serves and operates in.
Having a dedicated page on the company site is key. Offering a downloadable PDF on that page also is advisable. Make sure all photos and graphics are clear and reproduce well. Producing short videos—under three minutes—that feature employees, a specific company division, stakeholders, volunteers and community partners can be particularly informative to target audiences. These could include testimonials, highlights of important issues and challenges the company overcame, or goals it met that are outlined in the CSR report.
Ensuring the report is launched internally to employees is an important first step as they can be a company’s biggest cheerleaders and its biggest advocates. Giving them early access to the report so they can review the information—either through the company’s intranet or the website before it goes live—allows them to know what is in the report. Also, let them know the timeline for CSR promotional and media activities. Giving them that and asking them for their help in raising awareness of the new report at specific intervals allows them to have buy-in and feel a sense of ownership (more on this below).
A company will want to promote its report through various banner ads on its website’s homepage and relevant sections featured in the CSR report for an appropriate time period. When promoting it to the media, make sure to have an online newsroom where press releases, photos and b-roll can be easily accessed and used. Also provide a link to it on printed documents and directly link to it online documents such as reports and fact sheets using Bitly URLs to ensure links are short. Make sure to share the website and some videos at annual meetings.
Using videos and photos on social media platforms are quick ways to promote the CSR report. Companies can quickly use their images and videos for posts on their Facebook, LinkedIn, YouTube, Vimeo and Twitter accounts. Providing sample posts and asking employees to share them on their personal social media platforms are easy ways to increase visibility. Also, provide employees who are featured in sections of the CSR report or videos with a tailored message that includes a brief explanation highlighting their connection to the report with a link to the report or their specific video that they can add to their email signature. Division leaders and executives can do the same by promoting the report in their email signature.