Charity alone is no longer enough to effectively differentiate a company from its competitors, nor does it yield measurable results.

The most successful and valuable CSR programs aim to raise awareness of a particular issue at the societal level and form the way people think about it. Successful CSR communication addresses all stakeholders: it delivers the message through 360° communication, from the media to investors, business partners, decision-makers, employees, and customers.

A well-structured and properly communicated CSR program is particularly well suited to proactively protect the company’s image in the long-term, which also has a long-lasting impact on business results. According to international research by Weber Shandwick, companies with socially responsible behaviour have a significant advantage in crisis situations affecting their corporate image.