CSR and ESG are abbreviations that are increasingly appearing in the language of business. Although they sound similar and refer to the responsibility of companies, they differ not only in their approach, but also in their scope and impact on the way business is conducted.
In recent years, social responsibility has moved from isolated, image-building gestures to real, measurable actions embedded in business strategies. Growing social expectations, changing regulations and pressure from business partners mean that companies can no longer limit themselves to declarations - what matters is concrete impact, transparency and consistency.
In this context, communication acquires a new meaning. It ceases to be merely a promotional tool and becomes an element of responsible relationship management. Done well - it builds trust. Unreliable - can destroy reputations faster than ever before.
Therefore, it is useful to know what CSR and ESG really are, how they differ, how to talk effectively about responsible actions - and what role a PR agency can play in this process.
CSR and ESG - what are they and what are the differences between them?
Although CSR and ESG are concerned with companies' responsibilities towards society and the environment, they differ in their approach, scope and degree of formalisation.
CSR (Corporate Social Responsibility) is based on the voluntary involvement of companies in activities of a social, educational or environmental nature. It is primarily aimed at exerting a positive influence on the environment and building the reputation of a responsible brand. CSR often takes the form of individual projects - such as employee volunteering, support for local initiatives or environmental protection.
ESG (Environmental, Social, Governance), in turn, is a set of measurable criteria for assessing a company's performance - from CO₂ management to equal employment opportunity to management ethics. ESG represents a more formal approach, integrated into a company's day-to-day operations, which is increasingly required by investors, financial institutions and the law. Companies' actions must be characterised by transparency and adherence to ethical principles. Effective management of natural resources is a key element of ESG strategies, contributing to social, economic and environmental sustainability.
Key differences:
- Voluntary vs. mandatory - CSR is a conscious decision by the company. ESG - for large companies - is subject to mandatory reporting (e.g. under EU regulations from 2025).
- Scope of activities - While CSR focuses mainly on external activities, ESG covers the entire value chain from strategy to operations and stakeholder relations, highlighting the crucial importance of environmental regulations and pro-environmental measures taken by companies.
- Level of integration - CSR is sometimes implemented as a separate PR or HR component, while ESG is increasingly becoming a cornerstone of business strategy. Environmental activities are an integral part of ESG to minimise the negative impact of business activities on ecosystems and to promote the sustainable management of natural resources.
- Method of evaluation - CSR is based on narrative and soft effects. ESG - on data, indicators and reports.
CSR activities - what does corporate social responsibility entail?
In practice, CSR activities are aimed at improving the quality of life of the community, promoting positive change and reducing the company's negative impact on its surroundings, with positive effects on local communities, employees and the environment. Their nature can range from one-off actions to long-term partnerships with community organisations. Activities undertaken by companies as part of their CSR strategy include a variety of social, environmental initiatives and support programmes that build long-term relationships and social commitment among employees and customers.
The most common CSR initiatives include:
- Social and charitable support - e.g. funding foundations, outreach programmes or local events.
- Education and community development - organising workshops, funding scholarships, supporting schools or local cultural institutions.
- Ecology - pro-environmental education campaigns, tree planting campaigns, investments in green solutions in the office or factory.
- Ethical employment - ensuring fair working conditions, equal opportunities and support for employee development.
Although CSR activities are often seen as 'soft', their impact on reputation, employee engagement and customer loyalty cannot be underestimated. It is important that they are not detached from the company's identity - they work best where CSR values merge with day-to-day operations.
ESG actions - concrete practices and their relevance to sustainable development
Unlike CSR, ESG requires companies to look at their operations through the lens of data, processes and measurable indicators, which has a real impact on their success. It is no longer just about what the company does, but also such as it does - and what effects it has.
The main objective of ESG practices is to minimise risks and create a fairer environment for all stakeholders.
In practice, ESG includes:
Environmental
- measuring and reducing CO₂ emissions,
- management of water and energy consumption,
- waste and emission reduction strategies,
- selection of sustainable suppliers,
- sustainable management of raw materials,
- implementation of the environmental policy.
Social
- diversity and equality policies,
- safety and well-being of employees,
- relations with local communities,
- respect for human rights in the supply chain.
Governance
- financial transparency and ethical management,
- supervision structure and control systems,
- anti-corruption,
- accountability of the board and management.
Through ESG, companies are able to identify and manage risks while creating long-term value - both financial and social. What's more, ESG activities increase a company's attractiveness in the eyes of investors, contractors and, increasingly, job candidates.
ESG reporting
ESG reporting is the process by which companies report on their environmental, social responsibility and corporate governance performance. ESG reports are a key tool for investors, customers and the community to assess a company's performance and its impact on the environment and society.
CSR and ESG communication - how to do it right?
CSR and ESG are no longer an add-on to a communication strategy - today they are an integral part of it. Companies that want to build trust and a responsible brand must learn to talk about their activities with sensitivity, integrity and understanding of the changing social context. An important tool in this communication is social reports, which document CSR activities, communicating the company's policies, objectives and achievements. However, good communication is not about catchy slogans - it starts much earlier.
Start with actions, not narratives
The biggest mistake in communicating responsibility is to talk about it before it is actually implemented in the company. Therefore, the starting point should be a strategic reflection: what real impact does the company have on its environment? What problems can it solve - and which problems does it perhaps co-create?
Only once an organisation has defined its priorities and implemented concrete actions does the moment come to communicate them. Showing results - even small ones - is more valuable than talking about plans that remain on paper. Introducing corporate social responsibility into business activities not only helps to build a positive image, but also strengthens relations with local communities and supports compliance with environmental regulations.
Communicate with facts, not slogans
Instead of saying that the company 'operates in a sustainable manner', it is better to indicate that:
- reduced CO₂ emissions by 30% in two years,
- introduced an equal pay policy,
- has switched to manufacturing from recycled materials.
ESG reporting, which addresses companies' sustainability activities, is central to corporate sustainability and introduces new rules for this reporting.
Numbers, data, hard facts - these are what build credibility. Generic terms like 'eco', 'green' or 'bio' may sound attractive, but they are nothing more than greenwashing and without actionable evidence they often arouse scepticism. Well-conducted communication should be specific, understandable and supported by evidence. Social reports include statements about ESG policies, objectives and strategies to inform stakeholders and build trust in the company's actions.
Ensure consistency - in messages and in everyday life
If a company declares concern for the environment, it is not enough to publish an ESG report once a year. Responsibility should be visible in everyday actions - even the smallest ones: in the office, in relations with employees, in customer service. A lack of consistency between words and practice is the fastest way to lose trust. Organisational governance, according to ISO 26000, is a key element of responsible business, alongside human rights, labour relations and environmental protection.
Therefore, the key is:
- joint development of communication standards within the organisation,
- Involving teams from different departments - from HR to purchasing,
- thoughtful choice of topics and channels - not everything has to go on social media, not every initiative needs a press conference or PR memo,
- implementation of management systems, such as ISO, which support product quality, environmental protection and ethical labour standards.
Understand your audience and speak their language
Investors expect data and charts. Employees - genuine commitment and transparency. Customers - straightforward answers: what the company does and why it is worth trusting. NGOs play a key role in the reception of ESG report data by influencing the strategy of socially responsible actions by companies.
Effective ESG and CSR communication should take into account the needs of different stakeholder groups. Sometimes a simple graphic is enough, other times an in-depth report or an expert statement. The most important thing is not to create messages "for everyone" and not to speak the language of internal industry slang. Collaboration with local organisations is important as part of ESG and CSR activities, supporting local communities and building long-term relationships.
You don't have to be everywhere - choose the areas that are important to you
Many companies think they have to act on all fronts: climate, social, corporate at the same time. Meanwhile, it makes the most sense to focus on those aspects that are related to the company's business and where it can make a real difference. Focusing on a specific topic within ESG and CSR allows for more effective action and better results.
In communication, it is worth emphasising these very areas: chosen consciously, consistently developed and measured. It is not about being a 'leader of everything', but about taking a diligent approach to selected topics. CSR tools play a key role in implementing these activities, enabling companies to maximise social and economic benefits.
Don't be afraid to show the process
There is no perfect company. Every organisation is at some stage - and that is what is worth talking about. About the fact that something has been realised. Or that the company is learning, testing, analysing data. Implementing corporate social responsibility principles is a key part of this process, delivering financial benefits, effective resource management and employee loyalty. Such a message - an honest one, showing step-by-step progress - is much stronger than the image of a company that tries to pretend it has it all 'figured out'.
It is also an opportunity to showcase the people behind the actions - teams, partners, employees, experts. Environmental education of employees plays an important role here, minimising the negative impact of business on the environment and promoting sustainable practices. And to build relationships based on trust, not perfection.
Communication is not only about story - it is also about education
The field of ESG is developing dynamically, and many concepts and standards are still emerging. It is therefore worth treating communication as an educational tool - not only to tell the story of a company's activities, but also to provide context, explaining what e.g. Scope 3 emissions, ESRS standards, SDGs targets or DEI policies are. The CSRD (Corporate Sustainability Reporting Directive) has revolutionised the preparation of reports, which must now include a variety of indicators related to environmental protection, social responsibility and corporate governance.
Companies that can speak clearly about complex topics gain trust - and a position of expertise. The European Commission plays a key role in the context of corporate social responsibility, publishing definitions, strategies and documents that encourage companies to act responsibly towards sustainable development.
The role of the PR agency in planning and implementing communication activities
Responsible communication today is not only a question of reputation, but also of risk management, stakeholder relations and competitive positioning. In this context, PR agencies play an important role - not as providers of ready-made slogans and press materials, but as strategic partners. PR agencies support the company in implementing social responsibility practices and ensuring due diligence policies in their operations.
Medium-sized companies often face challenges in communicating CSR and ESG due to limited resources and complex reporting requirements.
What is the agency's added value in the area of CSR, ESG and ESG reporting?
- Ordering and prioritising messages - agency helps to define which activities are worth communicating, in which order and to which audiences. This avoids information overload or communication chaos. In addition, effective social responsibility communication can bring economic benefits, such as improved financial stability and increased employee loyalty.
- Building a coherent narrative - CSR and ESG activities are sometimes dispersed among different departments of a company. The role of the agency is to bring them together and create a coherent narrative that reflects the nature of the organisation and its objectives. Community engagement is also an important element to gain the support of local communities and build customer trust.
- Adaptation of language and format to the recipient - The agency knows how to talk about complex topics in an understandable and engaging way. It can translate ESG indicators into a language of benefits that appeals to the media, customers or employees.
- Selection of communication channels and tools - Not every action requires a press release, but not every action is only suitable for Instagram either. The agency helps you choose the right tools - from social media to reports to crisis communication.
- Responding to challenges and changes in the environment - The world of ESG is changing dynamically. An agency can support a company in interpreting new regulations, trends or societal expectations - and modify its communication strategy accordingly.
- Building relationships with stakeholders - From journalists to NGOs to investors - ESG and CSR communication is not only about storytelling, but also about relationships. The agency supports the company in developing these in a professional and long-term manner.
A PR agency is not only the 'voice' of a company, but also its adviser, interpreter and partner in the complex process of responsible communication. In a world where more and more is being said about the impact of business, it is worth having a team at your side to help you not only speak - but speak properly.
