Photo by Micheal Havens

The evolving nature of CSR, to sustainability, and finally to survival is quite timely. ‘The first members of the ‘future generation’ are now entering their twenties. It’s time to realize that the future is now, that sustainability is about nothing less than our survival and that ‘social responsibility’ is not only a ‘nice-to-have’ it’s am ‘absolutely-essential-to-have’, it doesn’t matter what term we use, as long as we realize that we need to change our ways NOW.’ – greeneconomypost.com

We can all relate to the definition that explains companies as living and breathing parts of society. Who would not? This definition brings with it, the idea that a company has to do what is right by the people. Just as one man is supposed to live his life in a manner that does not interfere with the other. I mean if we are sharing the same space, then we need to co-exist. Thus, the birth of communication programs such as corporate social responsibility-CSR. A way of companies letting communities know, we are in this together.

However, in a bid to do what is right by the people, this same people have found a way to corrupt this great idea and turn it into something that people desist from. Companies that are all about money, rarely last long and if they do, the skeletons in their closets are what we can term as, shocking. These are the companies, when a scandal hits and shakes the hinges of the closets: the stories that emerge can supply newsrooms with stories for weeks.

In all these, and the ever-changing landscape of operations and the tenacious pursuit of building companies that last longer, on what rock will companies anchor this vision? Allow me to draw lessons from within my closest boundaries-Kenya.

The Kenyan population has been pushed to the edge, or so I think. Issues to do with, corruption, and ethnicity will be or are the driving forces behind the many troubles facing us. The former president Moi and group aped the ostrich mentality of burying their heads in the sand. And for a long time, Kenyans lived with one another, without strife. But deep, deep down, we knew it was too true to be true! As the subsequent governments took their sits, reality dawned.

In the wake of the disputed presidential elections of 2007/08, reality hit us hard. When it was all said and done, we were a broken people. After months of violence, we agreed that we needed to move past our ethnic divisions: we stood against mass killings in the name of politicians.

But, behind the scenes, corruption was firmly cementing itself in society. The corrupt used our violence to their advantage and who knows the resources that were plundered during that period.

In 2013, when the world held its breath, thinking we would feed our country to the dogs, we chose not to.  However, this time round, the real teeth of corruption became manifest. Years into the present regime, we have had numerous reports of billion shilling embezzlement, with no follow-up on the matters. As we heal the wounds caused by ethnic clashes, we sit and watch as our monies are embezzled dime by dime.

If you thought it is in the public sector alone, let me point you to where the real looters sit: In the private sector. Mumias Sugar Company, Uchumi, and the glass shattering loss of 25.7 billion shillings by Kenya Airways support my claim.

Amidst all this confusion, the question lurking in the minds of every concerned party is; what type of company will last longer? Answer: the company that will join the people in fighting against social injustices.

I know it sounds incomprehensible, since most companies prefer being spectators in the political games. However, the company that will go out of its way to support the people and be the voice of reason when the rest, conform:  is the company that will last longer and forever. If not in their day-to-day operations, then at least in the hearts of the people.

Today the hot button issue is corruption. Tomorrow it will be something else. How can companies, the one whose vision is to last longer, make a solid contribution? Using the many communication channels, companies can brainstorm on creative campaign concepts that speak against vices such as corruption.

A campaign, smeared all over the media-telling people to change their ways, by first: refusing to bribe officers and two: seeking legal redress on the lords of corruption is enough to win the people’s hearts.

Moreover, as we know, companies need people for their well-being. Both within and outside it as employees and customers. I know there are predictions of having robots replace us in the labour market: but it is an idea whose seriousness has not been considered with due gravity! Once you touch the hearts of a people, you have them for life. It is more like love. Go through the heart and you have her.

Which company thinks they are ready for CSR reloaded?

Safaricom continues to dominate the telecommunications market. I predict that it will continue to for a long time. If rumours are, true and they do venture into broadcasting (TV) then more products for the masses to enjoy. As I write about this, Safaricom has terminated and sought prosecution of 58 of her employees for fraud. What company has ever been bold enough to act in such a manner? By ridding the enemy within, you stand a chance of waging war on the enemy outside. Why? Because you know, you have nothing to hide.

The calm nature of Kenyans does not mean that all is well. Unlike Israelis, who from a young age are taught to stand up to authority: Kenyans are socialized to worship authority and do as they are told, even when they know it is to their detriment. Years later, the difference is clear as day.

Kenya is in the Intensive Care Unit (ICU) and the assailant, Corruption is at large. Who will bring this beast to justice? Its time, companies assumed roles, no one has thought of giving them. Suppose, Safaricom was to stand up against corruption on a larger scale: after cleaning its house and wage war on corrupt politicians, could things improve? CSR 3.0, just a thought.

According to a Startup Genome Report, a project co-authored by Berkeley & Stanford faculty members with Steve Blank and 10 startup accelerators as contributors: indicate that within 3 years, 92% of startups failed. The report analysed 3,200 high growth web/mobile startups.

Courtesy | Wolf Read

The report further highlights in depth what results to the failures. However, for the purposes of this article, let us ask ourselves what we can do as communication professionals, to salvage the next startup from failing.

As the CEO/Director, how versed are you when it comes to communications? You might argue that during the first stages, communications initiatives are not important. Let us suppose you are mistaken. As events unfold, you realize that what was missing in your survival kit was a communications strategy. What next?

In an effort to save your startup, it is not only wise to have a communications strategy, but implement it as well. Here are some tips you need to know when that time comes; it will surely do so.

Timing

First, it is wrong to roll out all your guns at the beginning. The Genome report attributes 74% of the failures to premature scaling.

Premature scaling means spending money on marketing, hiring etc. either before you find a working business model (you acquire users for less than the revenue they bring) or in general spending too fast while failing to secure further financing. {Sic}

Knowing when to use your communication strategy as well as balancing not to fall in the trap of premature scaling is a landmine. Tread carefully. My advice would be once you are confident with the product and or service, but realize that along the way, something is not clicking and failure is imminent; then roll out the communication strategy.

It should not be too early nor too late.

What are your communications objectives?

In all that we do we would like to make progress. Unless we set some form of measurement mechanism, chances of ever knowing if we are progressing or not are slim. This is true in life and work.

Consequently, defining the communications objective beforehand will keep you focussed as well as indicate whether you are making progress or not. Are you looking to release an annual report to investors to persuade them to open their wallets for your next phase? Alternatively, you might be opening a new branch and you want your customers to know of its location in good time? What is your objective?

Write it down if you must. Memorize it if you must. However, never forget it.

Be real

We live in a world, where we are encouraged to be unreal. In the broader scheme of things it works. In this instance however, shelve that just a bit.

Do not fall victim of wishing once the strategy is implemented you would be called for interviews, and or get the front pages of the business daily. Well, if it happens then what more can you ask for? That team deserves a medal and stocks in the company.

However, you should consider alternative channels for which you can get your message to the clients. Social media is here with us and suffice it to say it is revolutionizing the corporate terrain.

The ultimate goal is to get your story out there and most conveniently to the customers. Your expectations must be realistic knowing that competition never sleeps.

Have room for collaboration

Collaboration is key, particularly in the beginning when you should provide your PR team with as many details as possible. Then, trust them to give you an honest assessment on the best ways to achieve your PR objectives. A press release blast will be appropriate on some occasions, while individual media outreach will make more sense for others. {Sic}

This will likely occur when you have an in-house communications team and went ahead to hire outside professionals. The two teams must be in a position to work together for the benefit of the company.

Collaboration does not touch on the teams alone, but also the media used in pushing the communications objective forward. Working with diversified media outlets can prove rewarding. Local media may be a good place to start as a litmus paper to gauge the perception of the target audience before opting for national exposure.

Evidently, combining both online and social media outlets may yield stronger results than just concentrating on one medium alone.

What is your story?

To quote Seth Godin, “Consumers believe stories. Without this belief there is no marketing.”

Storytelling is the method by which people tell each other who they are, where they come from, what they believe in and how they’re different from one another. A story on the other hand is the medium through which a company expresses it message to the consumers/intended audience.

It begins and end with a story. Fortunately, companies too have them. Bearing in mind that there are millions of journalist out there whose attention is tasked by millions of pitches they get.

It is imperative that your story resonates with the journalist, editors, and the entire media outlet.

Work your angle and make it compelling enough to capture the attention of the ever-busy journalist. Moreover, one last thing, be truthful. Avoid all the hype and lies, they will give you trouble remembering.

Plan ahead

Benjamin Franklin said, ‘By failing to prepare, you are preparing to fail.’ How right he was. Assuming that you will use the last three weeks to execute the communication campaign and get the results intended is a joke.

Whatever the objective, you need to plan, and consider how and to whom you plan to share your news. Bearing in mind that journalists are overwhelmed with pitches daily, and they are always on a deadline. Give your communications team ample time to work their media contacts, and then give journalists enough time to react.

It is all about the message

Finally, when it comes to the message let it be the intended message. No matter what distractions may come your way, the message you intend to tell, tell it. Be it in social media, broadcast, or any other media outlet tell ‘em. Tell ‘em again. Tell ‘em what you just told ‘em.

A version of this article appeared on Built in Chicago.