CSI can make a powerful contribution to the results of any brand's PR efforts. However, the true purpose of CSI is not to serve a brand but rather to serve communities. Brands can use their PR to bolster their CSI and make a greater difference.
Corporate Social Investment (CSI) is the investment of resources and knowledge into society by a brand. Ideally, a brand should implement CSI initiatives that are related to the industry it operates in and use its resources to bring about development in different communities.
Public relations plays a big role in multiple parts of CSI initiatives.
media update's Joreke Kleynhans explains the role of PR in maximising your CSI's impact below:
Connecting an Audience to the Cause
Public relations includes communication about CSI efforts. It informs stakeholders of the brand's efforts to bring about sustainable social development and increases engagement. A connected audience is more likely to engage in the initiative, and CSI is heavily dependent on internal and external engagement.
Getting Word Out to Investors
CSI is never for profit. Therefore, brands often need external funding from stakeholders and the public to implement their initiatives effectively. Tools like press releases and PR events can help inform the public of the mission of a CSI initiative and the resources needed to do it successfully.
Transparency and Credibility
A successful CSI campaign requires transparency and open communication from the brand. PR is a great opportunity for communicating with stakeholders about progress and milestones, as well as hurdles the campaign faces.
This establishes credibility and ensures that the brand's current and future CSI initiatives will have continued support from stakeholders.
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