• Embed Doc
  • Copy Link
  • Readcast
  • Collections
  • CommentGo Back
Download
 
Lundquist S.r.l. – Piazza XXV aprile 1, 20121 Milan, Italy – Tel +39 02 4547 7682 – csr@lundquist.it
   C   S   R   O  n   l   i  n  e   A  w  a  r   d  s   U   K   2   0   0   9
Lundquist CSR Online Awards UK: the best online CSR communications in Britain’s top firms
UK companies lead the eld globally for online CSR communications:Centrica, Shell and Rio Tinto stand out with the best websites
Britain’s biggest energy supplier Centrica wins the CSR Online Awards ‘UK 2009’, a rank-ing of the best online CSR communications from the largest companies in the FTSE 100index. Royal Dutch Shell takes second place, followed by Rio Tinto in third. British com-panies performed better than international peers, though interactivity remains weak.
Milan, 3 December 2009 -
The results of the CSR Online Awards ‘UK 2009’,a new study of online CSR communications conducted by communicationsconsultancy Lundquist, are published today in PRWeek, revealing how Britain’slargest companies perform in communicating corporate social responsibility(CSR) on the internet.With the aim of stimulating debate about the importance of 
the web as astrategic tool for corporate responsibility
, the study evaluated how well the30 largest companies in the FTSE 100 Index by market cap use their corporatewebsites as a platform for CSR communication. Each website was assessedusing a set of 76 evaluation criteria, drawn up on the basis of a survey conductedby Lundquist of 
184 CSR professionals and sector experts from 30 differentcountries.
Most of the companies studied provide a sufcient range of pertinent informationonline, although a signicant minority fails to go beyond communication of 
basic content.
The average score was 49.3 points out of 100
: websitesperformed best in providing environmental and community information andCSR/sustainability reports. They were weakest at providing news and events,interactivity, information on socially responsible investment (SRI) and contactinformation. In general, companies were stronger in
online presentation
 (average score of 55%) than in
CSR content
(48%).
“Leading UK companies in online CSR communications are among the best internationally but there’s no room for complacency,” 
said
James Osborne
, headof CSR communication at Lundquist.
“Many companies are stuck in an ‘ofine’ 
mode of disclosure and reporting, with little space for feedback and dialogue.” 
Britain’s leaders in online CSR communications
Centrica
, with 66.5 points out of a maximum of 100, won rst place in the CSR
Online Awards thanks above all to high scores for interactivity and navigability.The company also dedicates ample space to CSR hot topics and stakeholdersand to its environmental commitment.
Royal Dutch Shell
took second position with 63.5 points while
Rio Tinto
’s 62points were enough to secure third place. Only half a point separated it from twocompanies that tied in fourth place,
BHP Billiton
and
Tesco
(61.5 points).
BP
 and
Unilever 
(60) were behind in joint sixth, while
National Grid
got the eighthspot with 59.5 points.
Xstrata
was ninth with 59 points ahead of 
VodafoneGroup
which closed the top 10 ranking with 58.5 points.
Good performance of UK companies compared to “Global Leaders 2009”
The UK results can be compared with a larger study into how the world’s mostsustainable large corporations communicate CSR on the web. The
CSR OnlineAwards ‘Global Leaders 2009’
ranking covered 91 members of the Dow JonesSustainability Index.
1
CSR Online Awards‘UK 2009’
- Study of online CSRcommunications in the UK- 30 largest components of the FTSE 100 index- 76 evaluation criteria- 100 points maximum- 49.4 points average score- 184 replies to survey fromCSR professionals in 30countries
Seminar & awards
First global CSR OnlineAwards seminar took placein Milan on November 4,attracting 40 listed compa-nies.For more information pleasevisit:www.lundquist.it
Top 10 ‘UK 2009’1. Centrica (66.5 points)
2. Royal Dutch Shell (63.5)3. Rio Tinto (62)4= Tesco (61.5)4= BHP Billiton (61.5)6= BP (60)6= Unilever (60)8 National Grid (59.5)9 Xstrata (59)10 Vodafone Group (58.5)
Top 10 ‘Global Leaders’1. Eni (84.5 points)
2. UBS (66.5)3. Royal Dutch Shell (63.5)4. Rio Tinto (62)5= BHP Billiton (61.5)5= Tesco (61.5)7= Adidas (61)7= ANZ Banking Group (61)7= Bayer (61)
7= Kingsher (61)
Results by region1. UK (53.5 points)
2. Rest of Europe (51.8)3. Americas (43.6)4. Asia (43.4)
 
Lundquist S.r.l. – Piazza XXV aprile 1, 20121 Milan, Italy – Tel +39 02 4547 7682 – csr@lundquist.it
The global study included 23 UK companies, which as a group scored 53.5 points on average, ahead of companies from the rest of 
Europe
(51.8).
Asian
companies (43.4) and those in the
Americas
(43.6) performedbelow average.
This strong performance was reected in the fact that four UK companies took the top 10 positions in the GlobalLeaders classication:
Royal Dutch Shell
in third place,
Rio Tinto
in fourth,
Tesco
in fth and
Kingsher 
inseventh position.
The survey of the 30 largest companies in the UK conrmed the good performance at an international level,
since the overall average score of the 30 British companies was 49.3 points, in line with the average scoreof global leaders (49.4). UK companies tended to be consistent across the various sections of the analysisor even performing above average, notably in providing CSR targets or CSR hot topics and also excelling inoverall website accessibility. Below-average areas included SRI information, report formats, environmentalcase studies and news and events.
Assumptions behind the research
The CSR Online Awards research project is underpinned by a series of assumptions about the main ingredientsfor successful online corporate communications. These ‘pillars’ of online communications are the result of many years’ work with leading European companies on their web strategy and were reinforced by our surveyof CSR professionals.Information on corporate websites needs to be:
•
comprehensive
: a website must satisfy all the needs of its key users, reducing their need to go else-where for corporate information
•
integrated
: a website must work as a whole, with one ‘voice’, and link different sections wherever possible (CSR, corporate governance, investor relations, careers, etc.)
•
open
: a website must speak to all audiences using language that is accessible to the general publicnot just for experts, and give a timely response to any feedback received
•
user friendly
: a website must allow users to nd what they are looking for with minimum time and
effort through intuitive and jargon-free navigation
•
engaging
: a website should employ a range of multimedia tools – including video, animation, images,graphics and interviews – to draw its audience in, tell a dynamic story
•
concrete
: hard fact, data and case studies should take precedence over self-promotion and com-mercial messages
“There needs to be a wider debate about the importance of the web for CSR because many companies struggleto break away from the standard model of one-way corporate communications,” 
said
Alessia Sofentini
,consultant at Lundquist.
“If CSR is to drive corporate reputation, it needs to be expressed systematically acrossthe corporate website in a way that is engaging and factual. But companies must also show that they are opento feedback and prepared for a web-based dialogue.” 
(For an explanation of the research methodology, see page 7.)For further information:
2
ContactsResearch team
James OsborneHead of CSR communications james.osborne@lundquist.itTo order a copy of the full report or a company assessment,write to:csr@lundquist.itAndrea Di TuriVesna DokicStefano FrigerioJoakim LundquistSara Rusconi
Alessia Sofentini
Federico TronconiCristina Urban
 
Lundquist S.r.l. – Piazza XXV aprile 1, 20121 Milan, Italy – Tel +39 02 4547 7682 – csr@lundquist.it
3
1. Main results
The research found companies are generally competent at providing the maininformation that stakeholders are looking for online. When comparing results with themost important aspects of online CSR communications, on the basis of the answers
received in our survey of CSR experts and professionals (see page 8), we nd:• 55% was the average score for the reporting section overall• 84% of companies have a report archive of least four years• 83% present a code of ethics on the corporate website• 62% publish environmental data with comparisons to past performance and/or future
targets
• 45% state they have an environmental management system
But many UK companies fail to go much further than this. Often, this translates intoCSR sections of websites that don’t mention certain topics at all (policy framework, SRI,CSR news and events, human resources data, etc.). The overall average score of 49.3 points out of 100 masks a situation where there weremany individual areas of excellence (companies scoring highly in certain areas) but fewcompanies were excellent in many areas. The best UK companies stand out becausethey offer almost all of the CSR-related information that’s being sought online: fromtheir CSR reports to their codes of ethics, from a clear presentation of their targets andCSR policies to environmental data and community involvement. Most UK corporatewebsites show also consistent navigability and accessibility.The majority of UK scores were grouped around the average, with 64% of the companies assessed falling in therange of 40-60 points (see graph below):Among the most notable weaknesses in the UK results:
• 43% of companies make no explicit link between CSR and corporate governance• 43% don’t give CSR targets of any kind• 6% was the average score for providing details of a prole from an SRI ratings company• 10% was scored on average for showing how CSR staff t into the organisation chart, which was found to be
more important in our survey than providing actual contact information
• 33% of companies make no reference to the Global Compact
 Source: CSR Online Awards UK 2009
Chart 1: Performance of UK companies in comparison to ‘Globalleaders’ divided into ve categories
Top performers in…CSR policy:
StandardChartered, Unilever 
Reporting:
Royal DutchShell
Community:
AstraZeneca
SRI:
Unilever 
News & Events:
Tesco
Visual communications& language:
Rio Tinto,SABMiller 
Navigability &accessibility:
BG Group,Cadbury
Interactivity:
Centrica
Staff & contacts:
Aviva
of 00

Leave a Comment

You must be to leave a comment.
Submit
Characters: ...
You must be to leave a comment.
Submit
Characters: ...