How can you effectively communicate your company's CSR initiatives during a labor dispute?

"Walk the Talk" this is my key learning. CSR is not something you do to look good , to build your brand or to get some recognition and awards , it is responsibility you have towards your community , employees and customers. It is not and should not be seen as a tick mark activity for the purpose of audit and legal requirements. Purpose before profits is not just a slogan it is the driver of ethical business. When your heart is in the right place , people experience that and in times of dispute this helps if you are transparent and honest with your communication.

While transparency in communication is essential, during any conflict or dispute scenario, one can think of holding back some information. If you are convinced about your CSR initiatives, you can convince others. So, first, have your own thoughts clear. At the same time, the communication approach should be empathetic and let the stakeholders(in this case, labor) get the feeling that they are being heard. Actions speak louder than words, so ensure that you keep your promise. Do not make false promises or give inflated assurances.

Employ a multi-channel approach, utilizing internal and external platforms, such as company newsletters, social media, and press releases, to share specific details about ongoing CSR efforts. Emphasize the company's commitment to ethical business practices, community engagement, and environmental sustainability. Acknowledge the concerns raised during the labor dispute and highlight the continuous dedication to CSR, reinforcing the belief that the company values its workforce and broader societal impact. Proactive communication strategy should aim to maintain trust, showcase a holistic commitment to responsibility, and demonstrate the organization's long-term perspective on social and environmental issues.

A materiality assessment has been considered the formal mechanism to identify main sustainability issues of a company based on diverse stakeholders’ expectations. However, a materiality assessment is implemented for the company through a 3rd party who conducts a survey. It is important for a company to ask and obtain feedback through different channels, such as communication pieces, annual reports, advertisements that come from company inviting the public to comment, ask questions or give feedback. A company that opens a phone line, a webpage, an email to engage with the public on their sustainability performance, demonstrates that the company takes into account stakeholders’ opinions and that is open and confident enough to listen.