Strategic Csr Communication

Over 30 years ago, Milton Friedman wrote in the New York Times that the social responsibility of a business was to increase its profits. Any diversion of company resources to social programmes, charity and other non-profit generating activities he argued was a tax on consumers and investors. His position, based upon sound free-market ideology, has come under increasing attack since time of writing and can no longer provide the business leader with an erudite means of avoiding the issue. In the last decade or so, the global village has become a reality through globalization, consolidation and convergence and the boundaries between the corporation and its multiple stakeholders have become very blurred. The need for 360[degree] stakeholder communications has never been more important or more pressing for business leaders to tackle.

Strategic CSR communication: An emerging field	p. 11
The business of business is value creation	p. 13
Evolution of the concept of CSR	p. 15
Recent perspectives on a fuzzy concept	p. 17
Engaging in values	p. 18
Management studies on CSR and stakeholder outreach	p. 21
The "Americanization" of Danish CSR approaches	p. 23
What to expect from this book	p. 28
Acknowledgements	p. 31
References	p. 32
Setting the CSR Communication Agenda
Corporate Social Responsibility is a Management Fashion. So What?	p. 39
The Fashion Critique of CSR - The Economist's Obsession	p. 42
What Are Management Fashions?	p. 45
Tracking Management Fashions	p. 48
CSR, Management Fashions, and the Double Control Dilemma	p. 52
Discussion and Implications for Communications Professionals	p. 55
Where do we go from here?	p. 57
References	p. 59
Corporate Social Responsiveness and Public Opinion	p. 61
Introduction	p. 62
Responsibility, Responsiveness and Public Opinion	p. 64
Public Policy vs. Public Opinion	p. 65
Conceptualizing Public Opinion	p. 68
The Market View	p. 72
The Mobilization View	p. 73
The Social Control View	p. 75
The Strategic Enactment View	p. 77
Conclusion	p. 78
Where do we go from here?	p. 79
References	p. 80
Business news and the definition of business and society	p. 83
Introduction	p. 84
Method	p. 86
Discussion	p. 100
Where do we go from here?	p. 103
Acknowledgements	p. 103
References	p. 104
Stealth marketing communications: Is it ethical?	p. 107
Introduction	p. 108
A definition and typology of stealth marketing	p. 112
Stealth marketing: socially responsible and ethically sound?	p. 120
Conclusion and implications	p. 127
Where do we go from here?	p. 129
References	p. 130
Stakeholder Communication Strategies	p. 135
Introduction	p. 136
Stakeholder theory	p. 138
Three CSR Communication strategies	p. 140
Stakeholder information strategy	p. 142
Stakeholder response strategy	p. 143
Stakeholder involvement strategy	p. 144
Discussion	p. 146
Involving stakeholders in CSR communication: pro-active endorsement	p. 150
Conclusion	p. 154
Where do we go from here?	p. 155
References	p. 157
Communicating with Stakeholders about CSR
Consumers' perceptions of and responses to CSR: So little is known so far	p. 163
Consumers as stakeholders	p. 164
Old wine in new bottles?	p. 165
Mapping the field	p. 167
What we know and what we don't know	p. 170
The methodology factor	p. 175
Conclusion	p. 176
Where do we go from here?	p. 177
References	p. 178
Communicating CSR to consumers: An empirical study	p. 185
CSR and consumers in Denmark	p. 186
Mapping the concept of "CSR consumer communication"	p. 189
Behavioural science research on sustainable consumption	p. 191
Marketing research on CSR and consumers	p. 192
Explorative research on consumer oriented CSR communication	p. 193
The case of Project Balance: Design and research goals	p. 197
Project Balance in practice	p. 199
Accompanying research design of Project Balance	p. 201
Intermediate results	p. 202
Discussion and management implications	p. 204
Where do we go from here?	p. 205
References	p. 207
The Uncertainties of Strategic CSR communication: Business-NGO Relations	p. 213
Introduction	p. 214
NGOs - Organizing the future	p. 217
Why engage with NGOs?	p. 219
Two strategies for engaging with NGOs	p. 221
The apprehension of NGO concerns - some tensions	p. 227
On the art of being mindful	p. 228
Where do we go from here?	p. 230
References	p. 232
Communicating CSR issues in supply chains: Experiences from Asia	p. 235
Corporate social responsibility along supply chains	p. 236
The communicative aspects of CSR in supply chains	p. 239
Communicating CSR issues in supply chains at IKEA	p. 242
The role of internal and external communication for practicing CSR in supply chains	p. 250
Where do we go from here?	p. 252
References	p. 254
Investor Relations and CSR Communication: Conversing with the Forgotten Stakeholder	p. 257
Scope of this Study	p. 259
Communicating with Social Rating Agencies	p. 260
The Role of the Investor Relations Function	p. 266
Conclusions	p. 272
Where do we go from here?	p. 273
References	p. 274
Reporting consistently on CSR - Choosing appropriate discourse strategies	p. 277
Introduction	p. 278
CSR theory	p. 280
CSR reporting challenges	p. 283
CDA - a means of understanding the way we talk about things	p. 285
CSR reporting: A two-fold discourse	p. 286
Implications for managerial practice	p. 291
Conclusion	p. 293
Where do we go from here?	p. 294
References	p. 295
About the Contributors	p. 297
Index	p. 299
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