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Online CSR Awards‘Global Leaders’2009
Milan -4 November2009
 
The rationale behind the research
•Corporate website has emerged as most important vehicle forCSR communications•But public distrust has been generated by too much ‘greenwash’and exploitation of CSR for purely PR goals•Need for a communications model that goes beyond the CSRreport and a way to measure the efficacy of messages on thecorporate website•Importance of reputation as intangible value of CSR•The
“leaders’dilemma”:
how do I distinguish my genuine,integrated and committed CSR programme from those who are just making empty proclamations?
 
CSR communications from global leaders
•We studied the best companies in CSR globally to assess thequality of their online CSR communications, discover strengthsand weaknesses and gather a database of best practiceexamples
•The study evaluated how well 91 members of the DJSI use theircorporate websites as a platform for CSR communication•Also country rankings in Italy, Switzerland, UK and Germany
•A total of 76 criteria were used, divided into 18 sections andgiving a total of 100 points
•The analysis included both
CSR content
and
online presentation
•The criteria were developed on the basis of a survey of CSRprofessionals and sector experts
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