{"id":6290,"date":"2020-08-17T13:28:21","date_gmt":"2020-08-17T13:28:21","guid":{"rendered":"http:\/\/blog.adfaber.org\/?p=214"},"modified":"2020-08-17T13:28:21","modified_gmt":"2020-08-17T13:28:21","slug":"5-greseli-pe-care-le-face-o-companie-intr-o-campanie-csr","status":"publish","type":"post","link":"https:\/\/adfaber.org\/en\/5-greseli-pe-care-le-face-o-companie-intr-o-campanie-csr\/","title":{"rendered":"5 gre\u0219eli pe care le face o companie \u00eentr-o campanie CSR"},"content":{"rendered":"

C\u00e2nd ai de a face cu ceva at\u00e2t de benefic precum o campanie CSR, este important s\u0103 \u021bii cont \u0219i de ceea ce ar putea s\u0103 mearg\u0103 r\u0103u \u0219i cum po\u021bi evita aceste lucruri. Cu toate c\u0103 discu\u021biile pe tema acestor campanii de responsabilitate social\u0103 sunt tot mai aprinse, foarte multe companii fac \u00eenc\u0103 gre\u0219eli majore care le \u021bin departe de impactul social \u0219i \u00eembun\u0103t\u0103\u021birea reputa\u021biei. <\/p>\n\n\n\n

Proiectele CSR, atunci c\u00e2nd sunt realizate corect, sunt benefice at\u00e2t pentru comunitate, c\u00e2t \u0219i pentru companiile care le sus\u021bin. Orice manager CSR sau de PR ar trebui s\u0103 evite aceste gre\u0219eli pentru a avea rezultatele dorite.<\/p>\n\n\n\n

1. Scopul campaniei nu se potrive\u0219te cu valorile companiei Chiar dac\u0103 salvarea planetei este un lucru minunat, nu se potrive\u0219te oricui. Mai exact, dac\u0103 o m\u0103cel\u0103rie ini\u021biaz\u0103 o campanie CSR prin care \u00ee\u0219i propune s\u0103 doneze c\u0103tre asocia\u021bii specializate \u00een protec\u021bia animalelor, s-ar putea s\u0103 st\u00e2rneasc\u0103 multe controverse. \u021aine \u00eentotdeauna cont de valorile companiei tale.<\/p>\n\n\n\n

2. Lipse\u0219te strategia \u00cen cazul oric\u0103rei campanii, o strategie f\u0103r\u0103 obiective \u0219i metode de lucru clar definite este inutil\u0103. O campanie CSR presupune mul\u021bi pa\u0219i importan\u021bi ce trebuie urma\u021bi, a\u0219a c\u0103 absen\u021ba unui plan de lucru bine stabilit va duce la un program nesustenabil. Afl\u0103 de ce resurse dispui, stabile\u0219te cum vrei s\u0103 le folose\u0219ti, seteaz\u0103-\u021bi termene limit\u0103 \u0219i respect\u0103-le \u0219i, cel mai important, propune-\u021bi obiective. A\u0219a cum am men\u021bionat anterior, c\u00e2nd alegi conceptul campaniei, asigur\u0103-te c\u0103 este firesc, \u00een concordan\u021b\u0103 cu valorile companiei tale. De exemplu, dac\u0103 lucrezi \u00eentr-o companie care realizeaz\u0103 articole vestimentare ecologice, doneaz\u0103 o parte din buget c\u0103tre un ad\u0103post de animale.<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

3. Lipse\u0219te viziunea Cele mai multe companii \u00ee\u0219i \u00eencep campaniile CSR adres\u00e2nd \u00eentrebarea \u201e\u00cen ce stadiu suntem acum \u0219i ce putem face \u00een ceea ce prive\u0219te responsabilitatea social\u0103?\u201d. Aceast\u0103 abordare se concentreaz\u0103 mult prea mult pe strategiile curente. O alternativ\u0103 mai creativ\u0103 este adresarea unei \u00eentreb\u0103ri de genul \u201eUnde vrem s\u0103 fim in cativa ani?\u201d. Doar astfel pot lua na\u0219tere idei cu adev\u0103rat valoroase pentru companie. <\/p>\n\n\n\n

4. Publicul nu este \u00eencurajat s\u0103 ac\u021bioneze \u00cen loc s\u0103 spun\u0103 pove\u0219ti despre ceea ce a f\u0103cut, o companie ar trebui s\u0103 implice clien\u021bii \u00een programele de CSR. Astfel, num\u0103rul de voluntari va cre\u0219te, impactul social va fi mai mare iar \u00eencrederea clien\u021bilor \u00een companie va spori. <\/p>\n\n\n\n

5. Compania nu evolueaz\u0103 din cauza temerii de schimbare Cel mai bun lucru pe care \u00eel poate face o companie \u00een ceea ce prive\u0219te ac\u021biunile de CSR este s\u0103 priveasc\u0103 \u00eent\u00e2i \u00een interior. Atunci c\u00e2nd eforturile \u00een sensul responsabilit\u0103\u021bii sociale devin o parte a culturii companiei, oamenii \u021bin cont de asta. Ia exemplul unor mari companii care vor sa fac\u0103 lumea un loc mai bun:<\/p>\n\n\n\n

\"\"\/<\/figure>\n\n\n\n

Coca-Cola<\/strong> continu\u0103 s\u0103 ia m\u0103suri pentru a ajuta la ameliorarea problemelor privitoare la mediul \u00eenconjur\u0103tor. \u00cen anul 2014, compania a constatat c\u0103 vehiculele pe care le utiliza \u00een transport produceau 3,7 milioane de tone de gaze cu efect de ser\u0103. De atunci, Coca-Cola a f\u0103cut schimb\u0103ri majore \u00een lan\u021bul de aprovizionare, investind \u00een camioane alimentate cu combustibili alternativi. Aceste schimb\u0103ri contribuie la obiectivul companiei de a reduce emisiile de carbon cu 25% p\u00e2n\u0103 \u00een 2020. <\/p>\n\n\n\n

Exist\u0103 o mul\u021bime de metode prin care compania ta poate cre\u0219te eforturile umanitare, contribuind la dezvoltarea sustenabil\u0103 global\u0103. Campaniile CSR sunt extrem de importante pentru c\u0103, \u00een general, companiile au numeroase resurse pentru a produce schimb\u0103ri reale. \u00cen plus, consumatorii simt c\u0103 o companie va face ceea ce este corect \u00een orice situa\u021bie, at\u00e2ta timp c\u00e2t face ceea ce este corect din punct de vedere social.<\/p>\n\n\n\n

Ford Motor <\/strong>este o alt\u0103 companie care face schimb\u0103ri \u00een acest sens. \u00cen efortul de a reduce emisiile de gaze cu efect de ser\u0103, compania a dezvoltat un motor EcoBoost pentru a cre\u0219te eficien\u021ba consumului de combustibil. <\/p>\n\n\n\n

Bosch<\/strong> investe\u0219te jum\u0103tate din bugetul din cercetare \u0219i dezvoltare \u00een tehnologie pentru protec\u021bia mediului. <\/p>\n\n\n\n

Starbucks<\/strong> promite s\u0103 fie o companie responsabil\u0103 din punct de vedere social, angaj\u00e2nd 25.000 de veterani p\u00e2n\u0103 \u00een 2025.<\/p>","protected":false},"excerpt":{"rendered":"

C\u00e2nd ai de a face cu ceva at\u00e2t de benefic precum o campanie CSR, este important s\u0103 \u021bii cont \u0219i de ceea ce ar putea s\u0103 mearg\u0103 r\u0103u \u0219i cum po\u021bi evita aceste lucruri. Cu toate c\u0103 discu\u021biile pe tema acestor campanii de responsabilitate social\u0103 sunt tot mai aprinse, foarte multe companii fac \u00eenc\u0103 gre\u0219eli […]<\/p>","protected":false},"author":1,"featured_media":5943,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_eb_attr":"","site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[14],"tags":[],"class_list":["post-6290","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-articole"],"_links":{"self":[{"href":"https:\/\/adfaber.org\/en\/wp-json\/wp\/v2\/posts\/6290","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/adfaber.org\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/adfaber.org\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/adfaber.org\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/adfaber.org\/en\/wp-json\/wp\/v2\/comments?post=6290"}],"version-history":[{"count":0,"href":"https:\/\/adfaber.org\/en\/wp-json\/wp\/v2\/posts\/6290\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/adfaber.org\/en\/wp-json\/wp\/v2\/media\/5943"}],"wp:attachment":[{"href":"https:\/\/adfaber.org\/en\/wp-json\/wp\/v2\/media?parent=6290"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/adfaber.org\/en\/wp-json\/wp\/v2\/categories?post=6290"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/adfaber.org\/en\/wp-json\/wp\/v2\/tags?post=6290"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}