Edelman: blogging and other opportunities in CSR communications

I've been doing some research on a rhyming pair of abbreviations - CSR and PR - and came across a number of interesting reports produced by Edelman, an international PR firm that is known for its excellence in promoting CSR and sustainability. A 2006 report talks about CSR in the blogosphere and contains some interesting facts, which the bloggers in this field are keenly aware about. For instance, that NGOs and companies have shown little interest in engaging bloggers on CSR issues. Or, that bloggers are commenting on CSR and sustainability issues and not reporting new information. That's probably why CSR blogging tends to be rather boring.

Another, more recent report, explores the issue of CSR communication and finds that employees and socially responsible investors have emerged as key CSR communications audiences. Also, transparency appears to be the key indicator of a socially responsible company. These findings bring a more informed perspective to the debate about the effectiveness of currently used CSR communication tools, such as reports, videos, blogs, CEO leadership and public engagement, etc. As this report shows, despite the technological advances in all types of communications, stakeholders still find it hard to communicate with companies.

These two reports hit right home. Personally, I'd like to see more companies engage more effectively with bloggers in communicating their CSR efforts. I'd prefer the CSR blogosphere be enlivened by stories on companies' journeys towards sustainability and social responsibility in different parts of the world. The slogal "Think globally, act locally and communicate widely" could be more effective in addressing the existing challenges of CSR communications.