Corporate Social Responsibility Communication: Stakeholder Information, Response and Involvement Strategies

    Publikation: Bidrag til tidsskriftTidsskriftartikelForskningpeer review

    Abstract

    While it is generally agreed that companies need to manage their relationships with their stakeholders, the way in which they choose to do so varies considerably. In this paper, it is argued that when companies want to communicate with stakeholders about their CSR initiatives, they need to involve those stakeholders in a two‐way communication process, defined as an ongoing iterative sense‐giving and sense‐making process. The paper also argues that companies need to communicate through carefully crafted and increasingly sophisticated processes. Three CSR communication strategies are developed. Based on empirical illustrations and prior research, the authors argue that managers need to move from ‘informing’ and ‘responding’ to ‘involving’ stakeholders in CSR communication itself. They conclude that managers need to expand the role of stakeholders in corporate CSR communication processes if they want to improve their efforts to build legitimacy, a positive reputation and lasting stakeholder relationships.
    OriginalsprogEngelsk
    TidsskriftBusiness Ethics - A European Review
    Vol/bind15
    Udgave nummer4
    Sider (fra-til)323-338
    Antal sider16
    ISSN0962-8770
    DOI
    StatusUdgivet - okt. 2006

    Emneord

    • Virksomhedens sociale ansvar
    • Etisk ledelse
    • CSR

    Citationsformater