Abstract
PurposeThe purpose of this paper is to explore how the communication of corporate social responsibility (CSR) contributes towards a favourable corporate reputation. It explores the communication strategies and channels organisations deemed reputable by stakeholders use to achieve an effective CSR communication.Design/methodology/approachTo achieve this, a qualitative content analysis using the directed approach was conducted on the textual CSR communication materials of ten reputable organisations in South Africa based on the 2018 South Africa Reptrak survey.FindingsResult showed that seven out of ten organisations use both self-serving and society-serving motive in their CSR communication, while the other 3 use only the society serving motive. The informing strategy was also more evident in the CSR communication materials than the interactive strategy. In terms of the communication channels, the study found that organisations mainly utilise controlled channels for CSR communication.Originality/valueThe literature reviewed and the findings of this study reveal a gap between the theory and practice of CSR communication. This drives the need for organisations to research and tailor CSR communication based on stakeholders' unique characteristics and preferences. The paper also contributes to improving the knowledge on the role different CSR communication strategies and channels play in CSR communication.
Highlights
Corporate social responsibility (CSR) has become a leading discussion among academics, and in organisations because of its potential impact on corporate reputation and overall corporate performance
To identify the strategies and channels that make for an effective CSR communication, we examined how ten organisations in South Africa communicate their CSR to remain attractive in the South African business context
Based on the increasing potential of CSR communication to contribute towards a favourable reputation, this study examines the strategies and channels that make for an effective CSR communication
Summary
Corporate social responsibility (CSR) has become a leading discussion among academics, and in organisations because of its potential impact on corporate reputation and overall corporate performance. The social and environmental crisis many organisations experienced in the last three decades have strongly reinforced the concept of CSR because stakeholders have become increasingly interested in the social and environmental impacts of organisations in the society. These organisational impacts in the society influences stakeholders’ evaluation of organisations that are “good” or “bad,” which in turn determines the organisations they associate with, or dissociate from. Organisations are increasingly investing in CSR activities as part of the efforts to generate favourable stakeholder perception. The full terms of this licence may be seen at http://creativecommons.org/licences/by/4.0/legalcode
Sign-in/Register to view highlights & summary Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callMore From: Corporate Communications: An International Journal
Disclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
