CSR Connections

Sponsored by Chevron and Nokia

Local partnerships in Latin America can expand reach, value of a CSR program says Visa, Discovery

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18 November 2011

Multinational companies are often quick to publicize their corporate-social responsibility programs, but how a company tell its people what it’s doing, and how it communicates its achievements to executives can often make a break a program, and its survival.

“The scrutiny [of a program] is different inside” the company, said Evelyn Zapata, global corporate relations executive for Visa International in Latin American and the Caribbean, at WorldCity’s CSR Connections on Nov. 10.

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Announcing a newer CSR program that isn't fully developed might not grab employees' attention or participation, said Visa's Evelyn Zapata.

Business leaders will often ask “are you spending this money well? Are you aligned with the business goals we have? Where are you going with these proposals,” she added. “Once you put a program in place, you have to foresee all these questions.”

The benefits of reporting an ongoing program internally to rank and file staff as well as executives can pan out to help the business, if the details are communicated correctly. One of Visa’s core CSR programs focuses around financial literacy, an area particularly important in Latin America as millions join the middle class.

“In sales meetings… there’s a lot of guidance that needs to be provided to banks in the region,” Zapata said. “If [staff] is well informed on what we do, they are able to share these resources, giving [the banks] the program.

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Companies ought to be giving people tools they can use to help themselves, rather than just philanthropy, said María Teresa Velasco of Discovery.
“We just need to be focused on what we’re doing, keep doing it and be sure what we’re doing is providing value to the audiences we’re serving,” she added.

When and how to share the details of a program, however, is up for debate. Zapata said it wasn’t hers or Visa’s priority to fire off press releases as soon as something starts. “You have to be as careful internally as externally. You don’t want to sound arrogant and besides people are not going to believe in what you’re doing.”

Yet Lynda Pike, senior communications and public relations manager for Medtronic, asked if it was a “missed opportunity” to hold back on informing employees about ongoing programs.

Zapata said Visa has several channels to talk to its employees, including a talk-show style video with executives called “Coffee Breaks,” she said she waits to ensure the program is broad enough, and lines up with corporate goals and strategies before pushing out the message.

Though different CSR programs have differing tactics and goals, it seems partnering with local group in any region is a popular move, and one critical to gaining creditability within a community and broadening a program’s reach.

“In São Paulo we have a deal [where] we tied the stock market onto Discovery shows prepared for schools, the teachers can record those shows and show them in their classrooms,” said María Teresa Velasco, manager of education and public affairs for Discovery Networks throughout the region.

The partnership, which in part promoted the Brazilian stock market, gave Discovery not only the resources to create the content, but also the ability to put that program in schools across the country. The most successful programs, however, are strategic initiatives and expansions that give the company credibility and legitimacy.

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Aligning programs with employees' aspirations can drive participation, said Medtronic's Lynda Pike.
“Visa is going to do a project in the Dominican Republic, a subsidized program with pre-paid cards the government is giving to very poor people and they can use it for health, education or food,” Zapata said.

“The more relevant our areas get and the more connected with the business they are,” she added, “the more possibilities we have to grow.”

CSR Connections is one of seven event series organized by WorldCity to bring together executives on international business topics. The CSR series is sponsored by Nokia and Chevron. The next meeting is set for Feb. 9.

Microsoft, Walmart partner with OAS to drive corporate social responsibility, build local trust

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27 September 2011

Multinationals like Microsoft are working with the foundation arm of the Organization of American States to inject software, know-how and money into job-training centers in about 20 countries in Latin America to bring the disabled and even former Colombian guerillas into the workforce.

By Zachary Fagenson
Managing Editor
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Microsoft, the OAS hopes, will be one in a long line of multinationals to link their corporate social responsibility efforts with its goals throughout the region.
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Shipping companies have a role to play in helping Latin America, though it's still undefined, said Seaboard Marine's Jose Perez-Jones (right).

The foundation, called the Trust for the Americas, began in 1997 aiming to partner with private companies working throughout the region to improve information technology, transparency and governance, labor rights and reconciliation. To date it runs programs with ChevronTexaco, AES Corporation, Siemens, Julius Baer Bank, Copa Airlines, Portland Holdings, Western Union and Walmart.

A broader goal was to also change the image of the OAS from a stodgy, government bureaucracy into a nimble organization that partners with the private sector to find creative solutions to some of the region’s most pressing problems, said Dario Soto, COO for the Trust for the Americas.

He discussed the trust’s mission, the programs and countries it’s involved in today, and how it can partner with companies looking to implement new CSR strategies at WorldCity’s CSR Connections on Sept. 22.

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Partnering with the OAS can help companies establish relationships with high-ranking government officials in Latin America, said Dario Soto.
The OAS “does not have unlimited funding and does not believe in doing everything by itself,” Soto said.

Participation also gives companies access to many of the OAS’ ministerial meetings, and high-ranking government officials in the countries they’re implementing programs.

The OAS and companies work together to find programs that meet both the Trust of Americas’ goals, as well as the company’s CSR strategy, but they don’t require companies investing in brick-and-mortar facilities.

Instead, the OAS acts as a bridge between the local groups already working to solve problems, and the companies who have the resources, and more importantly the know-how, to implement solutions.

In its program with Microsoft, for example, Soto said the Partnership in Opportunities for Employment through Technology in the Americas (POETA) works with people with disabilities, at-risk youth and people impacted by conflicts by “working with local organization to support the creating of community training centers.

“We take organizations that are already running centers,” he added, “give them the tools they lack, give them some funds, give them a curricula and we pair them with the private sector.”

Outside the large multinational companies operating in Latin America, Seaboard Marine Senior Vice President Jose Perez-Jones said shipping companies have also role to play in the OAS’ efforts, but have yet to figure out how they fit.

“We are finding a tremendous challenge right now not only with the anti-drug programs but also the hijacking and kidnapping of our containers. No carrier takes the responsibility of taking containers inland,” he said. “I think that shipping lines, be it regional carriers or global carriers, are somewhat engaged to a degree but are never really part of the solution.”

In addition to giving companies the opportunity to provide their expertise to smaller organizations on the ground, it also gives them an ear to the community and way to vet groups working in the areas they’ve chosen.

“In our case what we do is listen to the subsidiaries, and listen to them about the key development programs,” in their region, said Marcia Texeira, Internet safety and community affairs lead for Microsoft Latin America. We “make programs relevant, then allow subsidiaries to nominate and then approve based on what’s relevant.”

The program is also designed to incentivize smaller companies in Latin America to become part of the effort.

“CSR is not the property of the multinationals,” Soto said. “It has to go to the companies at the local level as well.”

CSR Connections is one of seven event series organized by WorldCity to bring together executives on international business topics. The CSR series is sponsored by Nokia and Chevron. The next CSR meeting is set for Nov. 10.