Lack of publicity on CSR works discourages more of them, says exec
Max V. de Leon
BusinessMirror
THE lack of media interest in publishing success stories of corporate social responsibility (CSR) works is a major contributing factor why several companies have yet to undertake their own CSR projects, Figaro owner and League of Corporate Foundations (LCF) official Pacita Juan said.
Juan, speaking at the Economic Journalists Association of the Philippines (Ejap) forum and seminar at the Clark Holiday Inn over the weekend, said this is saddening considering the power that the media have in making the stories of laudable CSR projects more compelling and worthy of being duplicated by other companies.
At this time, Juan said media persons are not just guilty of giving small space and airtime to CSR activities, but are also not seeking out interviews with executives on how they are fulfilling their corporate citizenship.
“The CEOs talk particularly to business journalists, so you should make them discuss their CSR projects or if they do not have one yet, they will be compelled to come up with it,” Juan told the Ejap members.
Juan said each media entity should squeeze in CSR stories at least once a month in its newspaper or program.
This, she said, will add flavor to the “feel-good” impact of the project.
“I think the media’s participation is still lacking because it should be something that is done on a regular basis,” she said.
The media, anyway, can easily verify if a company is just after a good exposure in coming out with press releases about its CSR activities.
She said media persons can ask the stakeholders, particularly the communities affected, if they are really benefiting from the project that a particular company wants to publicize and if it indeed is sustainable.
The media, she added, should watch out for simple doleouts or projects that will just be abandoned later on to become mere “white elephants” after the publicity campaign has been done.
Also, as it is now, Juan said there are still a lot of corporations that are not communicating their programs to the public and this hinders others from following in their footsteps because there is no information that would inspire them to act.
She said the LCF is now telling its members to share their stories more through the media.
“A good story not told will never have the chance to move people,” Juan said.
The LCF is composed of 80 foundations where CSR funds are being funneled by corporations for exe-cution.
With the media’s strong interest and with more companies harping on their CSR success stories, Juan said they expect more enterprises to follow suit and improve their community standing.
Juan said they are now changing the concept of CSR from mere philanthropy to undertakings where the companies should be getting something back.
Like in the case of Figaro, Juan said helping certain communities plant better quality organic coffee will give the company a more steady domestic supply of coffee beans for its business.
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