Improve your CSR Messaging with Emotional Intelligence

Corporate Social Responsibility (CSR) is a self-regulating business model that helps a company to be socially accountable – to itself, its stakeholders and the public. Companies can be socially conscious with corporate citizenship and their impact on society whether it be economic, social or environmental.

We are seeing CSR shift from an added bonus to brand focus as more companies recognize its internal and external value. Consumers are now demanding that brands build social responsibility into their mission and vision; whether it be championing women’s rights or climate change; companies are being watched by both consumers and stakeholders.

Owning your CSR messaging is beyond a press release of your mission, its opening the conversation with consumers about common values and inviting them into your brand journey. As communications professionals in the CSR space we know the key to engaging these consumers is to appeal to their Emotional Intelligence.

What is Emotional Intelligence? Emotional intelligence involves being sensitive to and perceptive of others’ emotions, and having the ability to intuitively facilitate improved performance based on this knowledge. The modern workplace is characterized by open communication, teamwork, and mutual respect among brands and their consumers.

So how do we use our emotional intelligence super power for good? Unlike (the other) IQ, emotional intelligence can be developed through practice. EI in communications professionals helps to be aware of problems that need to be solved, identify those issues and prepare messaging to inform stakeholders of the problem; as well as convincing them of the solution, by connecting with an audience on the receiving end’s emotional intelligence.

Brand storytellers use this emotional intelligence to connect with an audience to let them know

1) the importance of Corporate Social Responsibility,

2) the brand’s main CSR mission and vision,

3) how they are changing the world,

4) how they are standing out from the competition.

As a Certified B Corporation, Scream believes in the power of changing the world through better business. Socially responsible companies cultivate positive brand recognition, increased customer loyalty and attract dedicated employees. These elements help build profitability and long-term success.

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