The ROI of CSA: How To Measure the Effectiveness of Corporate Social Advocacy, CSR and Purpose-Driven Programs
October 26, 2020 1:30 p.m. – 2:20 p.m.
Session Type: Tools & Techniques
People always want to know how to measure “the ROI of CSR.” The answer is: You can’t. The reality is that the economic equation is far too complicated to reduce it to a simple formula, starting with the fact that every organization embraces a corporate social strategy for slightly different reasons. Some organizations embrace purpose-driven programs like corporate social responsibility (CSR) and corporate social advocacy (CSA) because they need to attract more and better talent. Some turn to CSR under pressure by investors or to combat oppositon. Others see it as a competitive edge, or simply the right thing to do.
Regardless of your objectives, sooner or later you’ll need to evaluate whether you are having an impact, regardless of what objectives you’re trying to achieve. The good news is that as more and more organizations jump into corporate social advocacy or place a higher priority on their corporate social responsibility, there are also more examples of how organizations are putting a tangible value on their efforts.
Paine will use her experience with some of these organizations to provide participants with concrete steps to measure success. She also will show how PR pros can use technology and new techniques to figure out just what impact their CSA and CSR efforts are having.
This session will use case studies and historical examples as well as decades of experience measuring the more intangible aspects of public relations to provide participants with detailed directions on how to set up CSA and CSR measurement programs of their own.
By the end of this session, participants will be able to:
• Construct an accurate CSA/CSR/purpose measurement program that reflects their contributions to corporate goals.
• Set up a customized index to assess the effectiveness of their CSR/CSA/purpose program.
• Determine how to define measurable objectives for their CSA/CSR/purpose program.
• Measure the essential elements of corporate social success: authenticity, trust and empathy.
• Translate the fuzzier aspects of public relations into quantifiable measures of success.
Regardless of your objectives, sooner or later you’ll need to evaluate whether you are having an impact, regardless of what objectives you’re trying to achieve. The good news is that as more and more organizations jump into corporate social advocacy or place a higher priority on their corporate social responsibility, there are also more examples of how organizations are putting a tangible value on their efforts.
Paine will use her experience with some of these organizations to provide participants with concrete steps to measure success. She also will show how PR pros can use technology and new techniques to figure out just what impact their CSA and CSR efforts are having.
This session will use case studies and historical examples as well as decades of experience measuring the more intangible aspects of public relations to provide participants with detailed directions on how to set up CSA and CSR measurement programs of their own.
By the end of this session, participants will be able to:
• Construct an accurate CSA/CSR/purpose measurement program that reflects their contributions to corporate goals.
• Set up a customized index to assess the effectiveness of their CSR/CSA/purpose program.
• Determine how to define measurable objectives for their CSA/CSR/purpose program.
• Measure the essential elements of corporate social success: authenticity, trust and empathy.
• Translate the fuzzier aspects of public relations into quantifiable measures of success.
