Cynics might say it’s just another public relations gimmick designed to make the business look ‘worthy’.

But my take on it is that it’s another way to help a business clearly define its values and objectives. 
Some of the benefits of defining your operational approach can lead to;

• better employee engagement
• improved customer service
• greater business efficiency

Many large organisations are starting to insist on a CSR policy being submitted as part of a proposal – they want to know that the companies they are sub-contracting have an ethical or sustainable approach … or at least have given these areas due consideration.

If you run a small business, is this important?

Put it this way. While it’s not vital, it’s something that helps to build a picture of your business. Even if you do it for internal purposes, it can make you look at how and why you do some of the things you do.

If you want more information about CSR policies or to look at some examples, there are plenty of articles online, but here is one definition I found:

“CSR is commonly described by its promoters as aligning a company’s activities with the social, economic and environmental expectations of its “stakeholders.”

As a small business (even a one or two person business) you can still give some thought to these areas .

• What efforts do you make to be a considerate business, for example to the environment, the community and the workforce?
• What is your approach to doing business ethically and professionally?
• How do you manage personal development and training within the workforce?
• How (and what) do you recycle?
• How do you conserve energy in the office?
• Where do you get your supplies from, and are they from sustainable sources?
• How do you contribute to the local community?

Businesses spend hours, months or even years working on products and services, but potential customers decide at a glance whether they are interested or not.

Part of that decision will be about how closely the product matches their needs. And the way you describe it will determine whether they think the product is a good ‘fit’ for what they need.

Your tone of voice can be warm and friendly (think Lakeland or Heinz), fun and funky (innocent smoothies, Boden), or formal and business-like.

Let’s take banks as an example. First Direct pride themselves on the personal qualities of the ‘real people’ in UK call centres. Their marketing materials are bold, graphic and stylish and they use eye-catching headlines and imagery. For example, the loans page on their website shouts “cash in a flash” and they write in informal, matey language. There is a blog, an interactive area, social media links and more.

In contrast, the exclusive private bank, Coutts’ website is classic and understated in style and they use phrases like “our aim is to provide each of our clients with a service precisely calibrated to their individual needs and circumstances.” It’s clear that they are talking to wealthy individuals.

HSBC has a more business-like approach and their website lists lots of product names and descriptions. Its straightforward language is inoffensive, but uninspiring.

So just for fun, see if you can guess what these grocery products are (and the brand name), based on the language and tone of voice. The wording has been taken from the packets.

1. “Finest ingredients. All *** from *** are made with the finest ingredients to ensure their superior quality and delicious taste. *** taste great on their own or as the perfect accompaniment to a fine wine or cheese.”

2. “Our famous, much loved *** is made to our own special recipe … packed with *** to create a delicious *** that’s bursting with flavour.”

3. “Squeeze me. Come on, don’t be shy. There. Feel that? That’s squidgy power, that is. Deliciously chewy fruitiness bursting with energy to help keep you fuelled up and ready for action. But don’t take my squidginess too literally – I’m low in fat too.”

Think about how you want to present yourself to your customers and the world at large. How do you want others to perceive you? Then you can develop a tone of voice that speaks to your customers.

Answers : 1. Carr’s Melts biscuits 2. Heinz tomato soup 3. Soreen malt loaf

Even writing this, I’m guilty of doing what I always advise people NOT to do – starting at the top of the page and trying to fill it!

The best place to start is away from the computer.

1. Take a blank piece of paper, a pen and think about why you are writing. In the middle of the piece of paper, write down your objective. What is the purpose of your document? What will people know, think or do when they have finished reading it?

2. Think of the topics you might include, and write these around your objective (making sure they relate to it).  Are there any required inclusions such as terms and conditions, timings, background information.

3. Do you need any images, illustrations or diagrams? Will these go within the document or in an appendix at the back?

4. Plan out a structure and decide what information will go where.

5. This is the point you can start putting the words together. If it helps, tackle it in sections. Taking time out and doing something else in between can give you a fresh perspective.

Top tip: Gather together some words and phrases that you can use. Have a look at websites such as dictionary.com to help you. Find alternative ways of expressing information, especially if you find yourself using the same words repeatedly.

Always read through the entire document once it is finished, preferably the next day or after taking a break. With the cut and paste function, it’s easy to leave in duplicate sections of text or half-sentences.

PS This technique is also great for planning homework!

Using active voice in your communications makes them more direct and engaging. Passive voice can be seen to be avoiding the issue somewhat. For instance compare the sentences:

1. Your invoice will be paid next month

2. Our accounts department will pay your invoice next month

The first one sounds like an exercise over which you have no control – the invoice will be paid. Somehow, it leaves room for doubt and you just have to hope that it will.

However, the second one sounds much more positive with a definitive action.

In active voice, the subject is doing the action e.g. The accounts department is the subject, paying the invoice is the action, the invoice is the object.

In passive voice, the object (the invoice) becomes the subject with an action being done to it. It can be a bit vague. 

However, passive voice is sometimes used on purpose for diplomatic reasons. For example imagine a group of people at a party and someone breaks a glass.  The host comes in to find people scrabbling around for a dustpan and brush. Rather than saying “Fred broke a glass” (an active voice sentence), Fred’s embarrassment can be avoided by saying ”a glass got broken”.

Another example is politicians who want to dodge responsibility for something, for instance “taxes will be raised” (passive) rather than “we will raise taxes” (active)

So if you want your communications to be perceived as strong and positive, use active voice.

Although it can help to know the grammatical rules, the key to this is to think about is whether there is a clear and obvious responsibility within your sentence. Active voice is easier to understand and that’s always a bonus when you’re writing.

Photo credit

Journalists aren’t interested in promoting your product. They ARE interested in a story that will interest their readers … so put yourself in their shoes and ask yourself “why is this interesting?”

Have one main point to your press release. Don’t detract from the main story by adding in extra details. For example, if you’re celebrating 10 years in business, have launched a new product and have moved premises, pick ONE of these things to focus on.  See point 1 to help you decide which!

Make your headline enticing and relevant to the audience – what will make them want to read on?

Get the point across in your first paragraph. You can elaborate later, but the first paragraph should capture the essence of your story.

Research the publications & websites you will write to and compile a list. It could be local press, trade press, lifestyle magazines, specialist websites. Which places already feature stories within your industry?

Phone them up and get contact details. Be ready to give a quick overview of what your story is about and make sure you send it to the right person.  While you’re on the phone, check publication dates and deadlines.

Include contact details & your phone number on your press release. Journalists may want to contact you for more information & phone is the quickest way to get answers.

Nothing ventured, nothing gained.  Do some research and go for it!