Strategic CSR Communication

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Mette Morsing, Suzanne C. Beckmann
DJF Publishing, 2006 - Business & Economics - 301 pages
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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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Contents

What to expect from this book
28
The Fashion Critique of CSR The Economists Obsession
42
Discussion and Implications for Communications
55
Copyright

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About the author (2006)

Beckmann is Research Professor at the Department of Marketing at Copenhagen Business School.

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