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Article
Publication date: 31 December 2003

Benita Steyn

Strategic management theory differentiates between enterprise, corporate, business, functional and operational strategy. Corporate communication strategy is conceptualised…

17267

Abstract

Strategic management theory differentiates between enterprise, corporate, business, functional and operational strategy. Corporate communication strategy is conceptualised as a functional strategy, providing focus and direction to the corporate communication function. Acting as a framework for the communication plans developed to implement the strategy, it makes the corporate communication function relevant in the strategic management process by providing the link between key strategic issues facing the organisation and communication plans. Corporate communication strategy is seen to be the outcome of a strategic thinking process by senior communicators and top managers taking strategic decisions with regard to the identification and management of, and communication with, strategic stakeholders.

Article
Publication date: 27 June 2018

Noha El-Bassiouny, Menatallah Darrag and Nada Zahran

The purpose of this paper is to explore the concept of Corporate Social Responsibility (CSR) communication. This paper specifically aims at introspecting into CSR…

1663

Abstract

Purpose

The purpose of this paper is to explore the concept of Corporate Social Responsibility (CSR) communication. This paper specifically aims at introspecting into CSR communication patterns in the Egyptian context, where the top ten companies in the Egyptian Stock Exchange–Environmental, Social and Governance Index (EGX-ESG) are sampled.

Design/methodology/approach

The paper presents an exploratory study where content analysis of the communications of the ten top-listed companies in the ESG Index in Egypt was analyzed.

Findings

The results showed that most companies are using the “stakeholder information” strategy, with the “stakeholder involvement” strategy being the least used.

Research limitations/implications

The results are limited to the use of the content analysis method which is a qualitative methodology. Hence, the results should be generalized with caution.

Practical implications

CSR communication is crucial to the success of companies, regardless of business size, industry or culture. Several aspects of CSR communication, to this day, remain vague for academics and practitioners alike. Therefore, additional insights about the topic should be generated. The present work aids in the understanding of CSR communication as a facet of organizational change and a new trend in emerging markets.

Social implications

The current exploratory study sheds light on the topic of CSR communication in an important emerging market in transition, namely Egypt. The results of the communication strategies utilized by the top-listed companies can be generalized to other similar contexts.

Originality/value

The majority of the studies conducted on this particular topic took place in the USA and Europe; hence, few insights are provided about the concept in emerging markets.

Details

Journal of Organizational Change Management, vol. 31 no. 4
Type: Research Article
ISSN: 0953-4814

Keywords

Open Access
Article
Publication date: 21 May 2021

Oyindamola Abiola Ajayi and Tsietsi Mmutle

The purpose of this paper is to explore how the communication of corporate social responsibility (CSR) contributes towards a favourable corporate reputation. It explores…

15494

Abstract

Purpose

The 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/approach

To 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.

Findings

Result 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/value

The 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.

Details

Corporate Communications: An International Journal, vol. 26 no. 5
Type: Research Article
ISSN: 1356-3289

Keywords

Article
Publication date: 25 January 2013

Michel M. Haigh, Pamela Brubaker and Erin Whiteside

The purpose of this paper is to examine the content of for‐profit organizations' Facebook pages and how the communication strategy employed impacts stakeholders'…

5729

Abstract

Purpose

The purpose of this paper is to examine the content of for‐profit organizations' Facebook pages and how the communication strategy employed impacts stakeholders' perceptions of the organization‐public relationship, corporate social responsibility, attitudes, and purchase intent.

Design/methodology/approach

For Study 1, a content analysis examined the types of information on for‐profit organizations' Facebook pages. Facebook pages were coded for organizational disclosure and information dissemination, corporate social responsibility information, and interactivity. Pages were also coded for using a corporate ability, corporate social responsibility, or hybrid communication strategy. Three organizations were then selected based on the content analysis results to serve as exemplars in the two‐phase experiment. Participants filled out measures of initial attitudes, perceptions of the organization‐public relationship, corporate social responsibility, and purchase intent. A week later, participants interacted with the organizations' Facebook pages and then answered additional scale measures.

Findings

Study 1 found for‐profit organizations discuss program/services, achievements, and awards on their Facebook pages. The main communication strategy employed on Facebook is corporate ability. Study 2 results indicate interacting with Facebook pages bolsters stakeholders' perceptions of the organization‐public relationship, corporate social responsibility, and purchase intent. The organization employing a corporate social responsibility communication strategy had the most success bolstering these variables.

Research limitations/implications

Several of the organizations did not have Facebook pages to code for the content analysis. Some organizations' pages were not coded because the page was just starting and there was no information available. The content analysis included a small sample size (n=114) which impacted the experiment. It limited the number of organizations that could be employed in the experimental conditions.

Practical implications

When posting information on Facebook, organizations should employ the corporate social responsibility communication strategy. However, regardless of the strategy employed, interacting with Facebook information can bolster stakeholders' perceptions of organizational‐public relationships, corporate social responsibility, attitudes, and purchase intent.

Originality/value

The paper adds to the experimental literature. There is very limited experimental research examining the impact of Facebook on stakeholders. It provides practitioners with some guidance on the types of communication strategy they should employ when posting on Facebook.

Details

Corporate Communications: An International Journal, vol. 18 no. 1
Type: Research Article
ISSN: 1356-3289

Keywords

Article
Publication date: 14 May 2019

Katharina Hetze, Paula Maria Bögel, Andreas Emde, Sigrid Bekmeier-Feuerhahn and Yvonne Glock

The purpose of this paper is to present an empirical analysis of CSR communication posted on the websites of 70 companies listed on the main stock markets in…

Abstract

Purpose

The purpose of this paper is to present an empirical analysis of CSR communication posted on the websites of 70 companies listed on the main stock markets in German-speaking countries, the so-called DACH region. The results of this analysis offer answers to questions that are currently being discussed in the CSR literature, namely, on the importance attributed to stakeholder information vs stakeholder dialogues in (online) CSR communication.

Design/methodology/approach

Using a quantitative content analysis, the study examines the extent to which leading German, Austrian and Swiss companies are meeting communication and CSR-related requirements, especially regarding stakeholder dialogue and overall stakeholder involvement.

Findings

Drawing on Morsing and Schultz’s (2006) theoretical insights concerning stakeholder engagement, this study shows that current CSR communication primarily provides information for stakeholders and contains only a few elements of consultation with stakeholders. In addition, no elements indicating stakeholder involvement in decision processes were found. Data analysed in 2004, 2007, 2012 and 2016 for the German DAX companies allowed for comparisons over time. A closer examination of these data revealed increasing professionalism in CSR communication, especially in the provision and presentation of information. Regarding information clarity and opportunities for dialogue, however, the results show low progress. The criteria set developed for the study provides guidance for how companies can improve their CSR communication, but the findings on the long-term slow progress in stakeholder involvement, in some aspects even a decrease in dialogue, also raise questions about the (perceived) use of online CSR dialogues for companies.

Research limitations/implications

Communication is viewed from a strategic instrumental perspective. The empirical analysis focusses on the technical possibilities offered by the internet to make CSR communications and reporting available and understandable to stakeholders and to promote dialogue with and among stakeholders.

Originality/value

By focussing on online CSR communication in the DACH region, this study contributes to the current state of research and offers several recommendations for practitioners; it particularly provides critical reflection on online stakeholder dialogues and related paradigms (constitutive vs functionalistic perspective).

Details

Corporate Communications: An International Journal, vol. 24 no. 2
Type: Research Article
ISSN: 1356-3289

Keywords

Article
Publication date: 7 June 2019

Deniz Kucukusta, Mariia Perelygina and Wing Sze Lam

The purpose of this study is to investigate how hotels practice corporate social responsibility (CSR) communication through social media, including which content type and…

2731

Abstract

Purpose

The purpose of this study is to investigate how hotels practice corporate social responsibility (CSR) communication through social media, including which content type and media type receive the highest level of engagement. Two major aspects are considered, namely, CSR communication activity and stakeholder engagement.

Design/methodology/approach

The analysis is conducted for Forbes four-star to five-star hotels in Hong Kong. Facebook data are extracted from the property pages of the sample hotels by Netvizz, which is a Facebook data extraction application. The data analysis includes three steps and combines qualitative and quantitative approaches.

Findings

The results indicate that the type of information has a significant influence on engagement and has even more of an affect than the message strategy. Although the number of CSR-related posts is significantly lower than marketing-oriented posts, they achieve a comparable level of popularity and engagement. Posts encouraging CSR practices show the highest level of engagement among CSR-related posts. In terms of media and content types, video achieves the highest engagement, and posts related to discounts achieve the highest engagement.

Originality/value

This study fills the gap in the current literature by conducting a comparison between marketing and CSR communication strategies on social media. It also provides insights on how to draft more effective CSR messages.

Details

International Journal of Contemporary Hospitality Management, vol. 31 no. 5
Type: Research Article
ISSN: 0959-6119

Keywords

Open Access
Article
Publication date: 30 August 2022

Antonio Iazzi, Lorenzo Ligorio and Lea Iaia

A model on the cognitive elements of engagement is adopted and content analysis, along with sentiment analysis, has been used to explore the post characteristics and the…

Abstract

Purpose

A model on the cognitive elements of engagement is adopted and content analysis, along with sentiment analysis, has been used to explore the post characteristics and the levels of stakeholders' interactions in controversial and non-controversial European industries through three Poisson regressions. At last, an ANOVA test has been used to check the level of interaction regarding the coronavirus disease 2019 (COVID-19)-related aspects.

Design/methodology/approach

The intrinsic characteristics of controversial industries cause the stakeholders’ skepticism about their corporate social responsibility (CSR) strategies. This results in the need to elaborate proper involvement strategies to approach industries' stakeholders. Such need has assumed relevance during the COVID-19 crisis and has traced a certain border between the companies that are more sensitive to the social side of the surrounding environment and the ones that are less involved in risky sectors. The present paper aims to understand the role of social media in stakeholder engagement, and social media's characteristics, and tries to elaborate on companies' CSR communication readiness to the challenges shown by the pandemic.

Findings

The study reveals how the success of stakeholder engagement in CSR communication is affected by both controversial sector membership and the characteristics of the posts such as the inclusion of the sustainable development goals (SDGs). In addition, the study emerges how the European companies have focused on social aspects in companies' communication, revealing a certain readiness for the COVID-19 challenges.

Practical implications

Building on a model of cognitive elements of engagement, the present study provides useful insights for companies' next engagement strategies on social media. Moreover, the thematic analysis provides a benchmark for the improvement of current corporations' communication strategies in light of the pandemic effects.

Originality/value

This paper contributes to the literature by investigating the role of Twitter as a stakeholder engagement tool and identifies the drivers for an effective Twitter content strategy. Moreover, the paper provides a useful proxy for current and future research on the COVID-19-related CSR communication.

Details

Management Decision, vol. 60 no. 10
Type: Research Article
ISSN: 0025-1747

Keywords

Book part
Publication date: 28 July 2014

Bernd Lorenz Walter

The chapter develops a phase model of strategic planning in integrated corporate social responsibility (CSR) communication by presenting CSR as a mindset in communication

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.

Details

Communicating Corporate Social Responsibility: Perspectives and Practice
Type: Book
ISBN: 978-1-78350-796-2

Keywords

Article
Publication date: 19 April 2011

Sherry Finney

Communication strategy during the management of change has been one success factor widely cited in the literature. However, despite its recognition within the enterprise…

5325

Abstract

Purpose

Communication strategy during the management of change has been one success factor widely cited in the literature. However, despite its recognition within the enterprise resource planning (ERP) domain, there has been little regard for stakeholder perspective and even less for practical suggestions regarding communication planning.

Design/methodology/approach

This mixed‐method research investigated the ERP implementation process from the perspective of four key stakeholder groups and generated greater understanding of their differing views on communication effectiveness and preferred communications strategies during the management of change process.

Findings

The findings of this study revealed that stakeholders differ, significantly in some respects, in how each group believes certain aspects of the project should be handled, from a tactical communication standpoint.

Research limitations/implications

The research is based on a single case study, which adds caution to the generalizability of the results. Further, the survey sample was self‐selected and not random.

Practical implications

This paper has made a significant contribution in terms of understanding differing perspectives regarding communication strategies during change. Particularly, we have learned how each group believes certain aspects of the project should be handled, from a tactical standpoint.

Originality/value

The lack of case studies addressing practical challenges has already been identified as a gap in the literature. Further, with a stakeholder perspective combined, this research has revealed another element, which is that the management of ERP projects is not as simple as a “one size fits all” strategy.

Details

Business Process Management Journal, vol. 17 no. 2
Type: Research Article
ISSN: 1463-7154

Keywords

Article
Publication date: 29 April 2021

Philipp Schröder

This study aims to explore how banks practice corporate social responsibility (CSR) communication on two popular social media sites (SMSs), Facebook and Twitter…

1148

Abstract

Purpose

This study aims to explore how banks practice corporate social responsibility (CSR) communication on two popular social media sites (SMSs), Facebook and Twitter. Furthermore, this study examines CSR communication strategies on SMSs, including the levels of communication direction and communication balance.

Design/methodology/approach

Data were extracted from Facebook and Twitter over a five-year period (2015–2019), and content analysis was performed. The research setting was the German banking industry.

Findings

The results indicate that the number of banks using SMSs to communicate CSR-information increased over time. Although the majority of banks’ messages were not related to CSR, the most-referenced (least-referenced) CSR-theme was “society” (“human rights”). On Facebook, banks employed an interacting CSR communication strategy more often than an informing one when communicating CSR activities; on Twitter banks used a balanced mix of communication strategies. In terms of stakeholder engagement, social media users interacted with banks more frequently on Facebook than on Twitter, and banks made efforts to engage in two-way symmetrical communication.

Research limitations/implications

Although the sample comprised the most relevant banks in Germany, it was limited to a single national context. Thus, the results may not be generalizable.

Originality/value

This study makes a significant contribution to the limited literature on banks’ CSR communication via SMSs, provides new empirical evidence on the use of CSR communication strategies and extends prior research on the direction and balance of communication. Recommendations are provided for banking communication practitioners.

Details

Corporate Communications: An International Journal, vol. 26 no. 3
Type: Research Article
ISSN: 1356-3289

Keywords

1 – 10 of over 52000