Social Responsibility from a Marketing Perspective
Even if an organization’s communications professionals are not the decision-makers regarding measures that will impact the community and the public, they still play an integral role in how those measures are communicated. Therefore, when we discuss plans, consider opportunities, and prepare campaigns, we must take into account the role played by the Marketing and Communication in these proceedings.
Does this mean that being socially responsible can be used as a communication strategy in the marketing campaigns we develop? Yes, and some professionals in the sector even view social responsibility as a marketing tool.
Start by identifying what the organization does that has a positive impact on its organizational culture. Most marketing professionals will tell you that communication is easier and more relaxed when you’re working with an organization that does extraordinary things that others naturally want to talk about.
Many marketing professionals avoid addressing their organization’s business impact because they do not consider it part of their job description. However, communicating how this impact affects the organization, its offerings, and—in particular—how it is perceived by its audience allows the organization to anticipate possible reactions and prepare an appropriate response. Similarly, a positive impact on the community should be amplified and used as the basis for additional communication efforts that make it even more relevant.
This perspective on the operation benefits all stakeholders and those involved in the organization—including management, employees, marketers, and the community—and serves as a sign of maturity when it comes to understanding how we integrate with the context around us.