Today's market seems to have a pretty good handle on what creates a positive brand image in the consumer's mind. Guidelines from influencers are plentiful; Social media campaigns aim to gain loyal followers based on aligned values ​​and shared goals; and solopreneurs have the power and freedom to sculpt their missions and measures as they see fit.

But what happens on a larger scale? What can SMBs, SMEs and large companies globally do across their enterprises to earn a seat at the social responsibility table and happily partake in the rewards that come with a respected brand image?

Part of my job as my CEO public relations firm is advising my corporate clients on how to not only improve them corporate social responsibility (CSR) standing, but then publish and promote it so that the public is aware of their efforts. I've narrowed down the main CSR categories to five and have some tips to share on how you can make progress and impact in each area.

1. Adopt sustainable practices

The first step you can take to enhance your PR image with a socially conscious audience is to switch to sustainable practices that benefit the health of our planet and its population. The goal here is to reduce your environmental footprint, and you can do this in several ways:

• Energy efficiency: Use renewable energy sources and implement energy efficient processes and systems. Efforts in this area can be as large as installing solar panels and as small as adding a water cooler to your facilities or a water filtration device in your break room faucet to eliminate plastic water bottles on your desk. to each one.
• Waste reduction: To minimize waste, you can recycle materials, buy recycled products for your supply room and update your packaging materials (such as using recycled paper or biodegradable peanuts for shipping instead of bubble wrap or styrofoam).
• Stable Source: It is ideal if companies can make their supply chains more sustainable through means such as contracting with vendors and suppliers with environmentally friendly methods, using fair trade certified products and purchasing goods from local sources and sustainable farms.

2. Invest in community development

The next step you can take is to demonstrate your commitment to the communities in which you operate by engaging with those communities and participating in the fulfillment of their objectives. community development it may look like:

• Implementation of local employment initiatives: Prioritize local employment, which provides jobs and provides economic support locally where your business is based. This is particularly influential in areas with high unemployment rates.
• Supporting local businesses: When you partner with your neighboring businesses in any way applicable to your industry, you stimulate the local economy and become a valuable member of the community.
• Contribution to community projects: You can make a real difference and create a meaningful ripple effect by participating in community development initiatives, such as building new schools, beautifying parks, and helping to create or fund health care facilities and social services that benefit local citizens.

3. Support diversity and inclusion

DEI policies have become a sensitive topic of discussion, but the concepts of “diversity,” “equality,” and “inclusion” in themselves are, in my opinion, beyond reproach and extremely desirable goals in any professional setting. The steps you can take in this regard are based more on common sense than on mandated policy and go a long way toward creating a fair and equal workplace.

• Integrate diversity into all processes: Promote officially dIVERSITY in your hiring, promotion and leadership succession procedures. This shows management's commitment to an inclusive environment and providing equal opportunities for everyone in it.
• Create ERG: Employees just don't expect to be appreciated and heard these days, they deserve to be. Employee Resource Groups are a great way to show your support for traditionally underrepresented groups that may not feel as visible and valued as others in your company. It costs nothing to form an ERG as a platform for diverse voices and perspectives, but it can pay off big when all your employees feel respected and included.
• Incorporate comprehensive marketing: Is the world really made up of the quintessential family of four (all stunningly beautiful, of course) frolicking in a meadow with their adorable puppy? Break out of the constraints of outdated visuals and stereotypical messaging by breathing new – and real – life into your marketing assets by featuring all kinds of faces, places and lifestyles on your website, collateral and social media feeds. Your customer base (broader, at that) will take notice and take action to support you.

4. Engage in philanthropy

Another action businesses can take to improve their standing CSR it's finding causes they believe in and then actively supporting them. Yes, you'll enhance your PR brand image, but you'll also improve society in ways you choose. Effective strategies include:

• Donating to charity: Altruism is not fashionable, it is eternal. Research reputable charities that align with your company's values ​​so you can sponsor missions that have real meaning for you and feel good about where your money is going. “Corporate greed” turns into “corporate goodwill” when profits are shared.
• Encouraging employee volunteerism: When you make allowances for your staff to reap the fulfillment of voluntary work — whether through paid volunteer days or organizing company-wide volunteer events — is not only a fantastic team-building and morale-boosting exercise, but underscores the humanitarian reputation you want to build.
• Creating Cause-Related Campaigns: Associating your products or services with your chosen causes is a particularly effective approach to strengthening your brand image. For example, pledging to donate a portion of your proceeds can boost sales while also highlighting a worthy charity or community-based organization.

5. Establishing ethical practices and a transparent business model

Finally, I advise my clients to be like transparent as much as possible in all their dealings (by posting their policies on their website, for example) and to enforce those agreements ethically and reasonably.

• Clear communication: First of all, ethical practices require clear and open communication about who a company works with, if and by whom it is subsidized, its employee policies and its business model. Publicly available durability or social responsibility reports are preferred but not necessary.
• Fair business practices: It is essential to maintain high ethical standards in all business transactions, such as ensuring fair labor practices and maintaining anti-corruption measures. This speaks to the perceived honesty and trustworthiness of a company.
• Responsibility: Companies appear trustworthy and connected when they are willing to hold themselves accountable for their actions. Admit your mistakes, take corrective action when you can, and resolve issues as best you can. The public has proven to be completely understanding and forgiving when businesses sometimes slip up, just as people do.

It's a two-way street

Corporate social responsibility cannot be ignored in the modern work environment. And while it may require some reform and flexibility on the part of the company's leadership, all measures taken in the name of CSR can only help brand equity and the position of the industry.

If you do your part by adapting and adopting what's expected in the current workplace, your external or internal PR team will be in a much better position to do theirs on your behalf, equipped with all the information and good news they need to publish their efforts loud and proud. And there is no shame in doing so; in fact, public recognition of your proactive and positive CSR advances demonstrates your commitment to contributing to a socially conscious marketplace and deserves recognition.