Six steps to successful Stakeholder Communication: A methodological approach to internal and external CSR Communication  

Oleh:

Huber, Karin

Jenis: Article from Proceeding
Dalam koleksi: The 2nd International CSR Communication Conference Aarhus, 18-20 September 2013), page 1-14.
Topik: Stakeholder Communication; CSR Communication Tools; Stakeholder Involvement; Methodological Approach; Internal/ External CSR Communication; Corporate Communication and CSR
Fulltext: Six steps to successful Stakeholder Communication A methodological approach to internal and external CSR Communication.pdf (696.99KB)

Isi artikel

Purpose Communication can fulfil its role as a ”CSR Driver” when involved in the CSR -strategy development process. As organizations cannot act outside of society or deny their stakeholders needs and interest, engaging with their stakeholders lies within the responsibility of organisations but foremost in their own interest. Responsibly operating organizations of all sizes set clear correlations between actions and words. Approach A thorough stakeholder analysis lays the foundation to confront organisations with their role in society and address all relevant issues of responsibility. The paper proposes a structured approach to systematic stakeholder involvement and a sound stakeholder communication strategy, subsequent to the analysis and based on its result. Findings International Organisations like the UN , the European Commission, or NPO s like GRI or Accountability prove to be driving forces behind sustainability. They support businesses with guidance on how to manage CSR , being mainly the result of multi-stakeholder processes. Combined with significant findings by academic research, practical guidelines can form a thorough foundation for stakeholder-focused CSR -Management and communication. Practical implications Stakeholder Involvement is key to achieve sustainability by establishing reliable as well as sustainable communications for corporate social responsibility. Originality/value The Six-Steps-Method is based equally upon practical implications, internationals standards and scientific research findings. It provides internal as well as external CSR -communication with a methodological approach for involvement of stakeholders, identified by relevance and interests, while at the same time making communication a driver of CSR in organisations.

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