Communication and transparency are important for all. Though, Communication and transparency are at the core of the Corporate Social Responsibility programmes, is yet to gain ground. This is because, in India strategic CSR is gradually evolving out of the shadows of adhoc business giving. CSR brings goodness for business and society both.
The possible advantage of CSR or corporate led development programme can be entirely objectified only when it is communicated to the significant stakeholders. Communicating good practices has a catalytic role, in actualizing the promising benefits of corporate led social development programmes. It can help to lead CSR spending as an investment.
The article discusses that Corporate led development programme must be well defined, executed properly and communicated effectively.
Spending of crores of rupees under CSR framework and which is expected to grow more in coming times, as India dream of a vibrant economy may be realised. Corporate giving has potential to make meaningful impact the society, if communicated effectively. Irony is that the present CSR guidelines/rules do not talk of CSR Communication clearly.
At its core, in India, Corporate Social Responsibility (CSR) is all about how an organization engages with the communities where it operate business. Without a communication strategy, no one can win in this globally connected world. Communication must be meaningful and meaningful information must be communicated. Every company must have a CSR communication strategy.
There is a need of a policy push for making ‘business giving communication’ be taken seriously by the organizations.
CSR communication is considered a process to provide true and transparent information about business operations, social and environmental concerns, and interactions with stakeholders.
Companies can utilize various traditional means to communicate business giving, such as advertisements, media relations, CSR reports, special feature stories, interviews and micro page in leading CSR media organizations like India CSR to achieve the desired goals.
India’s CSR needs to develop reporting culture to bring transparency among business, people and society. There has always been trust deficit between corporate and civil society. Trust is engendered by providing information, training workforce in an appropriate style and sharing programme goals with the community and stakeholders.
Communicating obstacles, challenges, issues, solutions and outcomes help to construct trust and to shape further development plans. With this increase in transparency, organization can act as accountable corporate citizens that truly work.
Participation by local communities across the stage of the programme—from design to implementation—is the guaranteed way to ensure positive outcomes, finally bring transparency.
(Rusen Kumar is the founder and managing editor of India CSR, India’s largest CSR network and B2B CSR digital network)