Only a third of businesses integrate CSR into Corporate Communications Strategy despite major impact on Corporate Reputation
Grayling has released the latest results of Grayling PULSE, its quarterly global survey of in-house communications professionals, and can reveal that under a third (28 per cent) of organisations with a CSR / sustainability strategy are integrating it into their corporate communications strategy. This is despite the fact that organisations are saying that CSR and sustainability has the greatest impact on their corporate reputation: most cited answer at 30.1 per cent, with employee relations selected by just 17.7 per cent.
The survey also reveals that globally only 15 per cent of organisations have a fully developed CSR / sustainability strategy and 26 per cent have no official strategy at all.
Sarah Howe, Grayling Future Planet International Strategy Lead Consultant, commented: “Pioneers have proven that competitive advantage can be gained through embedding sustainability into their businesses, marketing and communications. However, many more organisations now need to follow in the slip-stream and evolve largely reputation defence and risk management approaches into long-term business strategy if they are to truly reap the benefits. I therefore hope that communications leaders and CEOs will be jolted into action by our latest PULSE survey findings and pursue integration, strategy and pace in earnest to safeguard a sustainable future for their businesses and people everywhere”.
Other key findings from the PULSE survey:
Most organisations (37 per cent) allocate just 10 per cent of their overall communications budget to CSR communications
Only half of organisations believe their media is interested in covering CSR issues (52 per cent)
The sectors that believe they have the best performance in CSR & sustainability are Consumer & Retail (58%), Transportation, Automotive & Logistics (53%) and Energy, Environment & Industry (53%)
The top three areas of focus for CSR / sustainability programmes are: Community and Corporate Social Responsibility (16%); Waste and Recycling (13%) and Philanthropy and Volunteering (11%)
The most common ways for CSR / sustainability activity to be communicated are through Media Relations (25%) and Employee / Internal Communications (24.6%)
- Only 12 per cent of organisations are using social media to communicate their CSR / sustainability activity
Over 1,300 communications professionals worldwide participated in the third PULSE survey, the objective of which is to provide valuable data and insights upon which communications professionals can respond to, better plan and benchmark their organisation’s approach to communications activities and their own internal PR resources.
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