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Communicating Social Impact, a research report from The Conference Board, address how a ‘master narrative’ crystalizes the essence of your CSR commitment and engages and activates your stakeholders. To be successful, your overarching social impact message—what we refer to as a master narrative—must authentically reflect your company values and capture how your CSR is delivering against your brand promise. In addition, organizational transparency is essential for building trust. These two components should be the “holy grail” for CSR communicators.
By early summer 2010, the temperature had already reached 100 degrees in Cincinnati. At Cincinnati Children’s Hospital Medical Center, doctors were urging the families of children with asthma to use air-conditioning. One mother handed a piece of paper to her doctor: The child’s room did have a window unit, and she was using it. But then the landlord responded — he apparently didn’t want to pay the electric bills. Use that air-conditioner, the letter said, and you will be evicted...