ATREVIA and Corporate Excellence have presented the report From Communication to Accountability at the conference hall of EAE Business School in Madrid. A template that has summoned new ways of CSR and Sustainability Communication.
Asun Soriano, CEO of ATREVIA and Alberto Andreu Pinillos, professor of University of Navarra and senior advisor at ATREVIA, were in charge to display the foretaste results to the attendees. The point is that the current model of social transformation, of mistrust on traditional institutions and enterprises, with a consumer and citizen that claims transparency, consistency and listening, organizations have to face the challenge of be viewed as part of the solution instead of part of the problem and to connect themselves to the society, transforming this skepticism to trust.
Alberto Andreu Pinillos started his talks laying on the table the need to seek collaboration among all the CSR policy agents in the companies, “it’s no longer just enough to manage CSR at the PR department, we need to take one step forward” he said. Participation is the key, to reinvent the CSR communication processes, to involve the interest groups and get compromised to the change.
Meanwhile, Asun Soriano has stood out the importance of communicating in a simple and attractive way elaborating short tales that reach internal ambassadors within the company, which are their top prescribers. This requires abandoning traditional and conservative models in which a vocabulary full of technicalities were much more rewarded and start to build disruptive messages to get the most of all channels available for the companies. It´s necessary to lose the fear on self-criticism, in order to find the reason why they have or haven’t accomplished their acquired commitments. “People do forgive on our imperfections, what they don’t forgive is our lack of transparency”, she concludes.