What Gets the Worst Marketing ROI? Your CSR Report

Source: Adage.com, 26 September 2014

It’s time for "Communications Jeopardy!"
Answer:: This annual piece of communications is expensive, time consuming and contributes virtually nothing to the performance of your business.
Question: What is our annual corporate social responsibility report?
Next year is just around the corner, and corporations everywhere are on the verge of spending hundreds of thousand of dollars on a piece of communication that leads the race to the bottom for the worst marketing ROI. Why is something that is so inconsequential so well-resourced? And, more importantly, what can be done to improve the value of an initiative that has become a must-do in spite of its poor performance?
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