We came across an insightful piece by DeSantis Breindel, a corporate branding and marketing communications firm, highlighting principles that should guide a company’s communications in the context of corporate social responsibility (CSR). While not specific to the world of sports, the principles are absolutely relevant to those in our world who are trying to answer the following questions put forth by DeSantis Breindel:

1.  What is the appropriate approach to communicating a company’s  commitment to corporate social responsibility (CSR)?
2.  How can a company let key constituents know about its philanthropic work while maintaining a sense of authenticity?
3.  When is it appropriate to link CSR communications to the corporate brand?

The press release regarding the report can be seen below. (portions highlighted by SDG for emphasis). You can download the report by clicking here.

SOURCE DeSantis Breindel

NEW YORK, Nov. 9, 2010 /PRNewswire/ — What is the appropriate approach to communicating a company’s commitment to corporate social responsibility (CSR)? How can a company let key constituents know about its philanthropic work while maintaining a sense of authenticity? When is it appropriate to link CSR communications to the corporate brand?

DeSantis Breindel has worked with many clients who struggle with these questions to create an effective approach to communicating its CSR commitment.  The firm has created a whitepaper to finding the proper relationship between CSR communications and corporate branding.

While there is no easy solution, the agency found that there are overarching principles that can guide a company in developing CSR communications. “The first step for any company is to evaluate the connection of its CSR activities to its fundamental business,” said Howard Breindel, Co-Founder and Partner at DeSantis Breindel. “Understanding this connection will inform the overall strategy a company should take in aligning these activities with the corporate brand.”

Whether or not a company’s charitable activities closely connect with its fundamental business, employees represent the most powerful brand communications channel. “It is our experience that for most companies, especially those in the b-to-b space, what employees say about their company can have a major impact on a company’s brand equity,” said Dru DeSantis, Co-Founder and Partner at DeSantis Breindel. “This applies ten-fold to how they communicate with others about their company’s CSR initiatives. When they are engaged in these activities, their communication about these activities will be authentic and passionate.”

Download “The Halo Effect” to read the full whitepaper.

About DeSantis Breindel

DeSantis Breindel is a corporate branding and marketing communications firm. The firm partners with organizations undergoing transformational events to define their brands, craft their key messages, develop innovative marketing strategies and communicate through design with clarity and impact across all media. Clients include the Royal Bank of Scotland, Logitech, Kaman, CIT, JPMorgan, AES, Pfizer, Morgan Stanley, Robert Wood Johnson Foundation, Epoch Investment Partners, Stephens, Aon, CorePharma, Liberty Global and American Bankers Association. To learn more go to www.desantisbreindel.com