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The ins and outs of implementing a CSR strategy

It’s not just big firms that can benefit from a CSR strategy, smaller agencies can also adopt successful policies

CSR, or corporate social responsibility, may sound like a daunting prospect to a small business trying to keep profit margins in check while also providing a high standard of customer service.

 

The size and scope of an organisation needn’t dictate the positive impact it can have on clients, colleagues and local communities, however. A CSR policy is simply a set of goals for a business to work towards and can range from improving the environment to helping charitable causes or focusing on employee engagement and satisfaction.

 

While some say that CSR policies distract from a business’s main goal of profitability, others argue that a focus on this form of ethical business model actually increases economic gains.

 

“Paying close attention to the concerns of your customer base, and taking the time to understand the issues that are close to their hearts, poses a significant opportunity to create and deliver a CSR strategy that has commercial value,” advises Victoria Fox, Travel Counsellors’ global head of communications.

 

CSR initiatives can also provide positive internal and external PR for your agency, according to David Forder, head of marketing at Advantage Travel Partnership.

 

“Depending on the initiative, there will likely be newsworthy content that can be used to share the story of what the CSR goals and achievements are,” he says.

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