The Right Way for Companies to Publicize Their Social Responsibility Efforts

It’s a common complaint. Companies keep trying to show the world that they are socially conscious and keep losing the battle. A major reason companies don’t get credit for their good works is they employ a one-size-fits-all strategy to communicating their efforts, while what’s needed are focused messages that matter to each of their four different audiences:

1. Corporate watchdogs such as social media activists, NGOs, and government agencies
2. Employees who want to be proud of their workplace
3. Investors who ultimately determine the company’s value and fate
4. Customers — along with the general public — who provide its revenue and define its brand identity

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