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Budi Santoso MICM 07079079 Case Work_3 on Corporate Communication, 01 November 2007 The challenges of communicating CSR for Corporate Communications Introduction Corporate Social Responsibility (CSR) is a fast growing movement worldwide and has become highly topical and debated subject. CSR programs which planned and implemented by corporations somehow face resistances from its stakeholders. CSR is sometimes considered as a tool to get public sympathy and future financial gains for the organizations. CSR is not merely about the strategically and well- organized programs, but also how to effectively communicate the programs to target audiences or stakeholders. Inadequate activities in communicating CSR initiatives can have many impacts. If stakeholders do not understand how the program can be useful for the public’s interests in general, they may not effectively support the program commitments. Yet, Morsing and Shultz in their journal about CSR Communication (2006) pointed out that messages about CSR Communication 1

The challenges of communicating CSR for Corporate Communications

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Page 1: The challenges of communicating CSR for Corporate Communications

Budi SantosoMICM 07079079

Case Work_3 on Corporate Communication, 01 November 2007

The challenges of communicating CSR for Corporate Communications

Introduction

Corporate Social Responsibility (CSR) is a fast growing movement worldwide and

has become highly topical and debated subject. CSR programs which planned and

implemented by corporations somehow face resistances from its stakeholders. CSR is

sometimes considered as a tool to get public sympathy and future financial gains for

the organizations.

CSR is not merely about the strategically and well-organized programs, but also how

to effectively communicate the programs to target audiences or stakeholders.

Inadequate activities in communicating CSR initiatives can have many impacts. If

stakeholders do not understand how the program can be useful for the public’s

interests in general, they may not effectively support the program commitments.

Yet, Morsing and Shultz in their journal about CSR Communication (2006) pointed

out that messages about corporate ethical and socially responsible initiatives are

likely to evoke positive reaction among stakeholders. On the other hand, if there is

too much information given about the CSR programs stakeholders seem to take it as

deceiving information with hidden agenda.

This paper is trying to give simple explanation about barriers that are facing by

organizations in communicating their CSR and giving solutions to cope with the

problems. I pointed out two challenges that must be seen as priorities, i.e. selecting

appropriate communicators and media. These two ideas are aiming to get principle

relations with stakeholders, which are informing – responding and – involving.

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Case Work_3 on Corporate Communication, 01 November 2007

Communicators and Media Selection

Communicators

I think the most significant think that should be put in the first place is how to make

related stakeholders feel that they are also prominent part in implementing the

programs. The old strategy where corporations only gives information is no longer

relevant considering the fact that stakeholders have become more well-informed and

need to know further. The fact that most organizations have numerous stakeholder

groups, each with very different expectations, demands and communication needs

should be taken into account.

Choosing reliable communicators convey the CSR programs are not an easy job.

Diverse landscape of stakeholders may force Communication or Public Relation

department to pay attention in selecting right figures to be trustworthy

representatives. The communicators must be selected on the basis of effective

communication such as respect others, recognize and accept differences, assertive and

ask for constructive feedback. Communication department may arrange fit and proper

tests to select the right man. This is a complicated task of Communication or Public

Relations departments since they must look for communicators who have technical

and social credibility as well as reliable in applying persuasion strategies in getting

public’s trusts.

As a matter of fact, the communicators who represent a corporation is an opener for

deeper relations between company and its stakeholders. This means that corporation

should direct the initial stage to go further, i.e. to create conducive dialogues.

Furthermore, Morsing and Schultz (2006) stated that involvement can create more

awareness of the critical potential of business – stakeholder relation.

Corporations can also work together with prominent figures who act as gatekeeper.

Although the concept of gatekeepers sounds out of date, yet in some regions they are

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Case Work_3 on Corporate Communication, 01 November 2007

still influential. Muslim scholars who lead Islamic traditional school spread in most

every provinces in Indonesia are respected figures not only for their students but also

public in general. They can be placed as external spokesman for the company.

Media selection

Most corporations are using advanced technologies to communicate their CSR

programs. The advanced development of internet enables them to spread their

ongoing and future strategies worldwide. Shell, for instance, has a well-managed

CSR section on its website. McDonalds embeds Ronald McDonald House Charity

(RMHC) onto its official domain. Corporations can also inform their CSR plans or

actions trough their website. It is true that according to Morsing and Schultz (2006),

websites is preferred means of CSR communication compared to corporate

advertising and releases. In fact, websites will likely be more effective to cover

stakeholders who live in developed countries.

I notice that internet is not effective in campaigning CSR programs if most of

targeted audiences are not used to attaining information from kind of media because

of limited or access. Indonesia for instance only has less than 10 % population

exposed to internet (detik.net, 2007). I have no idea how many percents of the users

have really ever searched for CSR sections on any of corporations’ domains. This, of

course, will impact on the successfulness of the programs.

It seems that website can only inform their stakeholders about their decisions and

actions. It is one way communication where stakeholders have no idea about the

establishing of the programs. Despite their put “contact us” section, it may not work

effectively. On the other hand, influential stakeholders like are more well-informed

and demands clear information and facts.

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Case Work_3 on Corporate Communication, 01 November 2007

Another fact that is related to media is sometimes the language used is insufficient or

difficult to understand by stakeholders. In underdeveloped countries, the use of

simple pictures or graphic will be more effective. CSR department should manage an

accessible, authentic and attracting media to catch public attention.

I suggest that corporations focus on more used and applicable media in which their

stakeholders live in. Instead of using electronic devices as a media, an organization

may also take advantage of local traditional media if they cope with local community

or customers as well. For instance, PT SAMPOERNA, a leading white cigarette

company in Indonesia, can benefit Wayang art show (Javanese puppet) as a medium

to convey their CSR program before implementing it in rural areas where most people

are illiterate and far from internet reach. It may be useful since this kind of art is still

performed regularly in certain areas. But, I admit that the use of traditional arts is

effective only for philanthropic activities in certain areas.

Conclusion

Communicating CSR is as important as implementing it. It is important to engage

stakeholders before a corporation conducting the CSR programs. The strategy is not

only informing but also need response and feedback from stakeholders. On my

perspective, there should be a two ways communication process. Any corporations

which expect successful CSR communication should be aware that stakeholders are

not static target. Communicators and media which are strategically selected must be

aimed to reach stakeholders’ involvement.

Bibliography

Morsing, Mette. Schultz, Majken. 2006. Corporate social responsibility

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Case Work_3 on Corporate Communication, 01 November 2007

communication: stakeholder information, response and involvement strategies.

Business Ethics: A European Review Volume 15 Number 4 October 2006.

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