Details

Managing Corporate Social Responsibility

A Communication Approach
1. Aufl.

von: W. Timothy Coombs, Sherry J. Holladay
33,99 €
Verlag:	Wiley-Blackwell
Format:	PDF
Veröffentl.:	26.08.2011
ISBN/EAN:	9781118106655
Sprache:	englisch
Anzahl Seiten:	194

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Beschreibungen

Titelbeschreibung

Managing Corporate Social Responsibility offers a strategic, communication-centred approach to integrating CSR into organizations. Drawing from a variety of disciplines and written in a highly accessible style, the book guides readers in a focused progression providing the key points they need to successfully navigate the benefits and implications of managing CSR. <ul> <li>Chapters are organized around a process model for CSR that outlines steps for researching, developing, implementing, and evaluating CSR initiatives</li> <li>Emphasizes stakeholder engagement as a foundation throughout the CSR Process Model</li> <li>Discusses ways to maximize the use of social media and traditional media throughout the process</li> <li>Offers international examples drawn from a variety of industries including: The Forest Stewardship Council, Starbucks Coffee, and IKEA.</li> <li>Draws upon theories grounded in various disciplines, including public relations, marketing, media, communication, and business</li> </ul>

Inhaltsverzeichnis

Acknowledgments xiii 1 Conceptualizing Corporate Social Responsibility 1 Box 1.1: The Sullivan Principles 2 Corporate Social Responsibility: Seeking Parameters 5 Defining CSR 6 Box 1.2: Definition of CSR 8 Benefits and Costs of CSR 9 Two Sides of CSR Cost-Benefit Analysis 9 CSR Costs for Corporations 10 CSR Costs for Society 12 CSR Benefits for Corporations 13 CSR Benefits for Society 14 Winning and Sustaining Support for CSR 14 Other Conceptual Questions about CSR 16 CSR: Modern or Historic? 16 Box 1.3: Forest Stewardship Council (FSC) Standards 19 Forms of CSR 20 Where Is CSR’s Home? 22 Should CSR Standards Be Localized or Globalized? 24 Conclusion 27 2 Strategic CSR 29 Characteristics of the Corporation 31 Stakeholder Expectations and the Importance of Organizational Identification 32 Reputational Benefits of CSR 35 Perceived Motives for CSR Initiatives 38 General Strategic Guidance: Approaching the CSR Process as Change Management 44 Everyone Loves a Good Story 45 The CSR Process Model: A Brief Preview 47 3 CSR Scanning and Monitoring 51 Issues Management 53 Scanning and CSR 54 Prioritizing CSR Concerns 54 Monitoring and CSR 57 Scanning and Monitoring in Concert 58 Stakeholder Engagement’s Role in Scanning and Monitoring 58 Conclusion and Critical Questions 60 4 Formative Research 63 Researching Stakeholder Expectations for CSR 67 Box 4.1: MyStarbucksidea CSR Suggestions 68 The Expectation Gap Approach 69 Box 4.2: IKEA Child Labour Code of Conduct 71 Origins of Expectation Gaps 73 Box 4.3: Pinkwashing Detection 75 Relevance of Operant Conditioning Theory to Stakeholder Challenges 77 The Alignment Approach 80 The Counterbalance: Corporate Concerns 85 Conclusion and Critical Questions 85 5 Create the CSR Initiative 89 Selecting the CSR Initiatives: Appreciating the Contestable Nature of CSR 90 Differing CSR Expectations among Stakeholders 90 Stakeholder Salience 91 Box 5.1: Stakeholder Salience 92 What Constitutes CSR? 92 Stakeholder Participation in Decision Making 94 Organizational Justice in the Engagement Process 96 The “Right Amount” of CSR 98 When Employees Challenge CSR: Considering Internal Stakeholders 99 Preparing for Negative Stakeholder Reactions: Message Mapping 101 Developing CSR Objectives 101 Box 5.2: Message-Mapping Template 102 Process versus Outcome Objectives 103 Conclusion and Critical Questions 105 6 Communicate the CSR Initiative 109 CSR Promotional Communication Dilemma 110 Box 6.1: Overview of Corporate-Activist Partnerships 116 Communication Channels for CSR Messaging 116 Overview of Communication Channels for CSR 117 Box 6.2: Social Media Overview 118 Employees as a Communication Channel 122 External Stakeholders as a Communication Channel 123 Strategic Application of Social Media to CSR Communication 124 The Overall CSR Promotional Communication Strategy 128 Annual Reports and CSR Communication 128 Conclusion and Critical Questions 133 7 Evaluation and Feedback 137 Evaluation 138 Assurance and CSR Evaluation 141 Stakeholder Engagement in the Evaluation Process 142 Box 7.1: Musgrave Group Assurance Statement 2006 143 Box 7.2: Basic ROI Formula 145 Considering Return on Investment 145 Feedback 146 Feedback from Stakeholders on the CSR Process 147 The Communication Audit 148 Conclusion and Critical Questions 148 8 CSR Issues 153 Overarching Concerns for CSR Initiatives 154 Responsibility for CSR Initiatives 155 Limitations from Industry, Culture, and Law 157 Industry Standards 157 The Culture and Socioeconomic Context 158 Box 8.1: Culture and Activism 160 The Legal Context 161 Beyond Limitations 161 Parting Thoughts 162 References 165 Index 177

Autorenportrait

W. TIMOTHY COOMBS is a Professor in the Nicholson School of Communication at the University of Central Florida in Orlando. He is author of the award-winning Ongoing Crisis Communication (1999), Today’s Public Relations (with Robert Heath, 2006), and Code Red in the Boardroom: Crisis Management as Organizational DNA (2006). SHERRY J. HOLLADAY is a Professor in the Nicholson School of Communication at the University of Central Florida in Orlando. Her work has been widely published in several journals. Together, W. Timothy Coombs and Sherry J. Holladay are authors of the award-winning books It’;s Not Just PR: Public Relations in Society (Wiley-Blackwell, 2007) and PR Strategy and Application: Managing Influence (Wiley-Blackwell, 2010), and co-editors of The Handbook of Crisis Communication (Wiley-Blackwell, 2010).

Back cover copy

“This will become a seminal text that can be used at both undergraduate and graduate levels. It is well written, incorporates US and European theoretical perspectives on CSR practice, and is placed squarely in the domain of strategic communication.” Derina R. Holtzhausen, Oklahoma State University “CSR has become the new mantra of the corporate world. With a strategic and process-oriented approach to CSR, this important book provides new research-based insights into the concept, philosophy, and practice of CSR.” Winni Johansen, Aarhus University Corporate Social Responsibility (CSR) has become central to many businesses as they negotiate in an increasingly global marketplace. This book offers a strategic, communication-centered approach to integrating CSR into organizations, founded in stakeholder engagement and dialogue. It is structured around the CSR Process Model, which guides readers through the research, development, implementation, and evaluation of CSR initiatives. Topics covered include maximizing the use of social media and traditional media; creating strategic initiatives that reflect the organization’s missions and its capabilities; communicating to promote CSR efforts; collaborating with third-party organizations; assessing internal and external stakeholder expectations and involving stakeholders in CSR efforts; and managing challenges to an organization’s CSR record.

Unpublished endorsement

“This will become a seminal text that can be used at both undergraduate and graduate levels. It is well-written, incorporates U.S. and European theoretical perspectives on CSR practice, and places it squarely in the domain of strategic communication.” - Derina R. Holtzhausen, Oklahoma State University “CSR has become the new mantra of the corporate world. With a strategic and process oriented approach to CSR, this important book provides new research-based insights into the concept, philosophy, and practice of CSR.” - Winni Johansen, Aarhus University “Without a sound CSR commitment by management, efforts to communicate CSR are at best facile and at worst manipulative and deceptive. CSR theory reasons that the organization must first be “good” if it is to communicate in ways that can advantage its brand equity and protect it against unwarranted attacks. Coombs and Holladay wisely understand this battlefield and build on it to advance the understanding of what can and must be said to feature businesses’ CSR achievements.” - Bob Heath, University of Houston