Strategic CSR Communication
Mette Morsing, Suzanne C. Beckmann
DJØF Publishing, 2006 - Business & Economics - 301 pages
Increasingly critical and sophisticated stakeholders request companies to engage in Corporate Social Responsibility (CSR) activities and to communicate about such efforts. Driven by such an energetic demand, CSR communication seems like a straightforward task: to inform stakeholders better about corporate CSR activities. Yet, strategic CSR communication is anything but a straightforward endeavor. Communicating an organization as a socially responsible entity implies not only better information but also that organizational members develop a concurrent sensitivity towards the changing expectations among a variety of stakeholders who voice their concerns with different intensity and on different topics. This book raises the key issues, the challenges, and the complexity that face managers as they engage themselves and their organizations in a stakeholder dialogue about on communicating their CSR efforts.
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What to expect from this book
The Fashion Critique of CSR The Economists Obsession
Discussion and Implications for Communications
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actors advertising analysis approach argue Beckmann behaviour Berlingske Tidende Borsen brand Brent Spar challenges chapter code of conduct communica communicating CSR communication practice communication strategies companies company's concept concerns corporate communication corporate CSR corporate responsibility corporate social responsibility CSR activities CSR efforts CSR initiatives CSR issues CSR reporting Danish Denmark dialogue discourse economic Economist employees environment environmental and social external firms focus Global groups holders IKEA important integrated interest International involvement Journal of Consumer Journal of Marketing Langer legitimacy management fashion Management Review managerial marketing communication messages Morsing NGOs November 14 Novo Nordisk organisations organizations panies perspective political Political consumerism potential product placement promotional public opinion public policy purchasing teams rating agencies risk role sense-giving sense-making society stakeholder theory stealth marketing strategic CSR communication studies sumers suppliers supply chains sustainable theory tion tive undercover marketing understanding viral marketing