A new study released today by the National Consumers League and Fleishman-Hillard reports that nearly one in two Americans believe that corporate social responsibility is treating employees well.
A news release about the survey findings included this statement from Fleishman-Hillard Chairman and CEO John Graham, “What American consumers are telling us — perhaps influenced by ongoing coverage of corporate layoffs and employee-benefit reductions — sheds new light on how we view corporate social responsibility. If companies want to maintain and strengthen their reputations, it will be essential for them to invest actively and visibly in their employees. It is also more important than ever to understand the online resources that Americans are using to learn about companies and their track records for corporate social responsibility.”
This survey shows the importance of value-based business practices, internal communications and good employee relations and the importance of understanding the digital, online-concentrated world we find ourselves in.
With the increase in use of self-publishing and consumer driven media, we are seeing an increase in consumers actively seeking information about corporate operations and activities as well as actively speaking out about corporate practices. Because of this newly-emerging participatory nature of the general public, corporations are being constantly tested and challenged regarding ethical business practices and how they treat their employees. Big business (all size business for that matter) no longer has the comforts of the ignorance-is-bliss public or one-person-can't-make-a-difference cutlure. With more outlets for criticism and more communities of people coming together online, companies are being watched and covered with a more keen eye than ever before. This is good, right? It keeps everyone in check. Kind of like the watchdog-like mainstream media is to government.
Well, yes, it is good. However, if you an executive or PR professional working for an organziation that has room to improve in the areas of employee relations, internal communications and reputation management, it is not so good ...because it means you have a lot of work to do.
This new survey provides evidence that PR professionals and business folks need to be keenly aware of what is being said about their organizations online and elsewhere and be ready to be couregous and honest about their organization's practices. This survey may be another reminder for some that it is time to roll up your selves and do some real heavy-duty lifting to ensure that your ship does not go down with this "expose-the-company-that-doesn't-treat-me-right" generation.
Technorati Tags: Corporate Social Responsibility, Internal Communications, Employee Relations, Public Relations, Fleishman-Hillard, National Consumers League
