The “business case” for corporate social responsibility (CSR) is beginning to gain significant traction, with global organisations such as Unilever, Disney and Microsoft putting responsibility and social impact at the centre of their communications strategies. Some, like Toms, have even this built into their business models, while others, like Ben & Jerry’s, are embracing the Benefit Corporation route with great success.
There are, of course, many reasons to pursue a CSR programme. Above and beyond the desire to make the world a better place, James Epstein-Reeves sets out six for Forbes here – and summarised below:
Cost saving / efficiency
Customer / client engagement
There is, plainly, a significant crossover here with the role of the communications professional – who can bring a unique and valuable skillset to organisations looking to demonstrate their values, ambitions and successes.
What, though, about communications companies themselves?
We at Infinite Global have been thinking a lot about this and have implemented a new CSR strategy incorporating a programme of volunteering, fundraising and, centrally, pro bono activity.
It’s our thinking that we can have the biggest impact by bringing our unique specialisms to bear for causes which have synergies with our values, skillset and individual interests. To that end, we have been working with international charity Global Heritage Fund on a range of communications functions – from events, to media relations to brand and online strategy.
If you haven’t heard of this organisation, please do check them out and explore the amazing work they are doing. We have all read the stories and seen the heart-breaking images of the atrocities committed against sites of cultural heritage in war torn areas in recent months and years – just think about the tragedy of Palmyra. It is GHF’s aim to go into developing countries, identify sites of unique cultural heritage, and empower local communities to preserve and economically benefit from their monuments.
Projects have ranged across the globe, from lost cities in South America, to traditional villages in Transylvania, to the breath-taking urban civilisation being revealed by laser-assisted archaeology in Cambodia.
We are immensely proud to be playing a very small part in this ongoing work and look forward to helping GHF tell their inspirational stories.