Corporate Social Responsibility Communication: Towards a Phase Model of Strategic Planning

Abstract

Abstract Purpose The chapter develops a phase model of strategic planning in integrated corporate social responsibility (CSR) communication by presenting CSR as a mindset in communication processes. Design/methodology/approach The chapter provides rationales for establishing a new phase model of strategic planning in CSR communication by adapting existing models of strategic communications. In this context, the main focus is on the need to involve stakeholders in CSR communication processes (Morsing & Schultz, 2006). Findings The chapter argues that in the sense of CSR communication, stakeholders should be involved in the strategic planning process from the beginning, with respect to the issues that the corporation and targeted stakeholder groups have in common. Research limitations/implications The chapter concentrates on selected key aspects of CSR and CSR communication. In particular the aspects such as reputation, credibility, ethical alignment and stakeholder involvement are considered as prerequisites for understanding the construction of the phase model. Practical implications This chapter provides practical implications for developing communication concepts in CSR communication in daily business practice. Originality/value This chapter facilitates a comprehensive understanding of strategic CSR communication as part of CSR reflected in the development processes of communication concepts.