Lipsa de transparenta nu da bine la CSR
Cristian Niculescu de la Banii Nostri, publica in ultimul numar al revistei un material despre bugetele de CSR ale marilor companii:
“Responsabilitate Sociala Confidentiala?”
Inca din titlu se vede opinia jurnalistului fata de cat de usor i-a fost sa gaseasca informatiile de care a avut nevoie. In definitiv, pentru orice companie care are o reputatie in privinta CSR-ului e un beneficiu ca un jurnalist sa scrie despre ea. Buna intentie a jurnalistului se poate insa transforma usor in dezamagire.
O confirma chiar primul paragraf din materialul lui Cristian:
“Ce buget aveti pentru RSC, in 2006?”. Managerul strain al unei multinationale din Romania este usor incurcat. “In jur de 500 000 euro”. PR-ul roman al companiei regreta raspunsul. “Pacat ca v-a dat cifra, politica noastra este sa fim discreti cu sumele alocate RSC.”
Articolul mi-a amintit de un studiu despre cum folosesc jurnalistii site-urile corporate, scris de Jakob Nielsen (Designing Websites to Maximize Press Relations)
Studiul contine si multe declaratii ale jurnalistilor inainte si dupa ce au vizitat site-ul unei companii.
Am selectat 3 care tin de CSR, pentru a arata cat de usor se pot schimba perceptiile unor jurnalisti in functie de ce vad pe site-ul companiei. O sa auziti intai vocea autorului si apoi declaratia jurnalistului.
Prima experienta – Benetton
[..] For example, one user said that he initially thought Benetton was a very socially responsible company. But, after looking for information in the site’s Who We Are and What We Do sections, the same user said:
“Socially responsible — not really I see. Nothing here is really telling me about their responsibility…. I would expect them to be making some sort of statement about what they believe in and why they support these causes. Having only seen this in their ads, I would be sort of cynical because I only see ads, which benefit them really, and no beliefs or assistance.”
A doua experienta – Philip Morris
“[..]One user had a very negative impression of Philip Morris, but changed it a bit after the session, saying:
“I found out they are more socially responsible than I thought.[..]”
A treia experienta – Wal-Mart
[..]When one user opened the Wal-Mart site, she said:
“I guess I always think of them as the evil empire, descending into the
small town and ripping the main streets out of these small towns.”Later, after reading about their philanthropy programs, she said:
“Hmm. I never knew there was a Wal-Mart Foundation. This is cool,
the causes they contribute to. Wow, $163 million. I guess I’m
impressed. That’s a decent amount of money to be throwing into the
community.[..]”(Sursa Designing Websites to Maximize Press Relations, p 16-17)
Concluzie
Iata deci cum o cifra poate schimba perceptia despre o companie!
De aceea il inteleg foarte bine pe Cristian Niculescu de la Banii Nostri.
Oricum ii multumesc ca a folosit www.responsabilitatesociala.ro ca sursa.
Later edit: Corina Gonteanu de la MediaOn, a scris si ea despre articolul din Banii Nostri.
(3 voturi, medie: 5.00 din 5)
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[...] Iar despre conceptul de Responsabilitate Sociala Corporativa (CSR), as retine: Ringul de CSR Vom avea o legislatie care sa sustina actiunile responsabile ale companiilor Proiectele de CSR au nevoie de argumente financiare Lipsa de transparenta nu da bine la CSR Ce inseamna un raport anual de CSR? Evenimentele de succes se fac in parteneriat Cum recunosc o companie responsabila? [...]