Getting the best from CSR endorsements

IN RECENT YEARS the stampede to develop credible and impactful CSR programmes has seen the development of a different set of marketing skills, one of which is the ability to attract third party support and endorsement from key stakeholder groups and government agencies. But are these CSR programmes credible and worthy or just a heavily disguised insurance policy designed to protect brands against any criticism or attacks on their core activity? And how important is the endorsement and support of high-profile third parties such as rights holders or government departments to ensure their success?