Communication Strategy in the CSR Context

Middle East Consultants Network

Dr. Sherif H. Zaki Tehemar
BDS/DDS, MS, PhD, FACOMS, CSSGB

CSR Consultant/CEO MECN
Chairman of CSR Committee DSFH

Dr. Sherif Tehemar

Corporate social responsibility
is no longer an option — it is
emphatically and indisputably
a must-do.

The question is not whether companies will
engage in corporate social responsibility, but
how they will create real and meaningful
impact.
Dr. Sherif Tehemar-CSR Qatar 2013

 The Definition of CSR
 The Value of implementing CSR (moral, social or
economic)
 The Communication Strategy
 CSR Awareness
 The Role of Government


Jamali, D., M Zanhour and T. Keshishian (2009), “Peculiar Strengths and
Relational Attributes of SMEs in the Context of CSR” Journal of Business
Ethic 87 (3), 355-367

Sustainability Advisory Group, (2010), What do Middle Eastern Executives
think about CSR?
Mandurah S et al (2012) , Corporate Social Responsibility Among Saudi
Arabian Firms: An Empirical Investigation. Journal of Applied Business
Research ,
Dubai Chamber of Commerce and Industry (Dubai Chamber) funded by the
Emirates Foundation for Philanthropy (2012)

Principle of Who or What Really Counts.

Stakeholders

Edward Freeman (1984)

Stakeholders Shareholders individuals or groups who
are those
can impact or are impacted by an organization’s
successes or failures.

Executives


Media

Gov. Bodies

Employees

Investors

Suppliers

Firm
Policy
Makers

Competitors

NGOs

Customers

Community


Low Level of Interest

High

Imperial College of London
Keep Informed

Manage Closely &
Engage Deeply

Stekeholder
Prioritization
Monitor with
Minimum Effort

Low

Consult & Keep
Satisfied

Degree of Influence


High

Share or exchange Information
Transmit Information

Convey ideas

COMMUNICATE

VS. ENGAGE
Involve

Attract

Establish a Meaningful and solid connection






Sender
Message
Channel
Recipient


Why
Who
What
When
How


Timing
Stakeholder's entity
Content of the message

Communication Channel


 Commitment of the Leadership
 Existence of cultural of transparency
 Presence of an organization strategy with clear CSR
objectives and goals
 Presence of CSR department or CSR committee with
clear responsibilities
 Presence of Solid Organizational Structure Hierarchy
 Availability of organizational committees structure
with clear reporting mechanism

Tehemar S. (2012) : How to create an effective CSR communication Model. Sustainable Business Forum

 Clear understanding of community’s culture
 Proper
identification
and
mapping
of
the
stakeholders with focus on the sector’s interest that
they represent
 Presence of an active Total Quality Management
Department
 Well-established data management process
 Proper differentiation between the Public Relations
and CSR

Tehemar S. (2012) : How to create an effective CSR communication Model. Sustainable Business Forum







Industry
Size
Reputation/Brand
Logo/Slogan
CSR Position








Sincere
Clear
Comprehensive
Linked to core business
Framed/tailored














One way vs. two ways
Internal vs. external
Continuous vs. intermittent
Controllability vs. Credibility
Word-Of-Mouth
Online vs. Offline
Digital vs. Printed
Target-Specific
PR vs. CSR
Evaluated Periodically

Chairman
Core Team (3)
Members (7)
CSR representatives (53)

Community Advisory Committee
CAC


Communication Channels with stakeholders, the frequency and key issues of concerns
External Committee/Committee

Monthly/Quarterly

Compliance

Charity Office
Agreements

As indicated

Preventive
program

External Committee/CAC/One-on-one

Monthly/Quarterly

Compliance

External Committees

Monthly/Quarterly

Service fees for
patient vs. quality

Staff Satisfaction Survey
CSR representative
CSR Committee
General Staff Meeting

Yearly
Monthly
Monthly
Yearly

-Better work environment
-Better on-job training
especially English language
-Better transportation/
accommodation
-Competitive salary scales
-Staff empowerment

Suppliers

One-on-one
Committee

Daily
Quarterly

CSR awareness

Media

One-on-one
Committee

As indicated
Quarterly

Separation of the CSR from
PR

Customer Satisfaction
Complaint Mechanism
One-on-one

Daily
As indicated
Daily

-Reduction of the waiting
time for patients to be
examined
-Reduction of the discharge
time for the in-patients

Committee
Brand Audit

Quarterly
Yearly

CSR awareness

Meeting

Weekly

Regular conduction of SWOT
analysis Sherif Tehemar
and
strategy
Dr.
revision

Governmental Bodies
Charities
Regulator/Policy Makers
Competitors

Employees

Customers

Community
Investors/Governance

Healthcare

insured



Priority





Communicate
Engage

Entity





Interests
Needs
Preferred Channels
Legitimate demands


1. Dialogue/Meeting/Survey

8. CSR Report

7. Media Tools

2. Community
Teaching Center CTC

6. Workshops

3. Website/Online

5. Partnership

4. Sponsorship


 73% of Smart Phone users don’t leave their home
without their devices
 90 Million daily YouTube views
 No1 Globally (YouTube views per internet user)
 38% of all Arab tweets comes from Saudi Arabia
12%

8%
45%

15-24
25-34
35-44

35%

45+


 Real Time feedbacks and
inputs
 Follow Leaders
 Monitor the CSR trend

 140 characters
 Time resource


 Creates or join CSR
groups to share ideas,
stories,
network
and
promote key initiatives
 Gets inputs from experts

 Not for ordinary users
 Age limitation


 Customized
on
geographic , age and
gender basis
 Branding
 Transparent engagement

 High risk
 CSR should be well
implemented

 More creative
 The advantage of Video
 Story/Morale
through
visual

 Cost


No control over the conversation.
Not a one-way conversation
Be prepared to protect your reputation or brand.
Be credible, authentic and transparent in your
communications.
 Make sure you are communicating in a way that’s
believable and true to your business commitments.
 Use all social media outlets to engage.
 Invest in resources and talent to manage social and
new media communication.






We live by ethics & we grow by knowledge
S. Tehemar

Middle East Consultants Network
www.mecn-eg.com
www.drtehemar.com

Communication Strategy in the CSR Context

Recommended

Recommended

More Related Content

What's hot

What's hot (20)

Viewers also liked

Viewers also liked (8)

Similar to Communication Strategy in the CSR Context

Similar to Communication Strategy in the CSR Context (20)

More from Sherif Zaki Tehemar

More from Sherif Zaki Tehemar (20)

Recently uploaded

Recently uploaded (20)

Communication Strategy in the CSR Context