Putting insight into action

Throughout this book, we have argued that CR value is derived in part by the stakeholder route, whereby stakeholders react to CR based on the information to which they are exposed. For this reason, we recommend that companies work hard to develop an appreciation of how stakeholders interpret and ultimately respond to CR activity. In Part I we described the link between CR activity and stakeholder responses to CR (i.e., CR value); and in Part II we outlined the psychology behind such responses.

But what is a company to do with these insights? In this part, we discuss the implications of our approach. We do this by highlighting three ways that companies can maximize CR value and maintain this value over the long term.

To that end, Chapter 7 shows how companies can empower stakeholders so that they become co-creators of CR – a process that draws them closer to the activities for better Understanding, ensures that programs are optimally Useful, and enhances Unity, the stakeholders’ sense that the company shares their values.