Attractive CSR communication needs professionals – reaching young target groups with future-oriented topics is not difficult at all
Reaching young target groups with future-oriented topics is not so difficult. Digital and social media are ideally suited for this. Nevertheless, valuable information is sinking daily into the depths of the Internet, which could help to develop critical consumer awareness. The legal obligation to document CSR activities in the annual report of large companies from 2017 onwards will trigger another flood of information. But there are solutions far removed from conventional communication channels.
Appealing CSR communication needs professionals
Communication about CSR activities requires special knowledge of production conditions and the standards for sustainable management. Professionals are therefore not only guided by the German Sustainability Code. They also use journalistic care and know the principles of successful communication and moving-image-storytelling in digital media.
Transparency and openness are the most important criteria for credible CSR communication. Multi-stage quality control should therefore be implemented for the creation of CSR corporate communication. For example, a quality process based on journalistic research principles. Further standards are defined in accordance with the German Sustainability Code. This enables greenwashing activities and unsustainable production processes to be quickly identified and made transparent.
Narrative forms of communication have an enormous impact on CSR communication
High-quality campaigns with journalistic moving-image-formats support companies and institutions in their work for a better world. They visualize exciting background stories in strong images and emphasize the personalities involved in the corporate environment. Add the mechanisms of impact of full video communication, which takes into account the needs of users and their emotions, and these narratives attain a much greater impact than conventional campaigns. They reflect the social responsibility of companies because complex topics are told in true-to-life stories. Comprehensible explanatory graphics, 360-degree videos and the integration of virtual and augmented reality additionally increase attention and enable participation in actual events.