Session 1, Van der Rijt, Hoeken & Kardol

The strategic nature of Corporate Social Responsibility: the role of communication CSR & Communication Conference October 2011 Study group CSR & Communication Radboud University Nijmegen Rob van der Rijt, M.A. Prof. Dr. Hans Hoeken Prof. Dr. Tinie Kardol

Many definitions of CSR:

One of them is formulated by Caroll. He distuingishes
economic
legal
ethical and
philantropic responsibilities.

Philantropic responsibility To what extend do organizations contribute voluntarily to an improvement of society (e.g. by donations, trainings, education). How altruistic is this so called ‘philanthropy’? Philanthropy can improve reputation, brand image, positioning and attractiveness for employees and investors.

Being philanthropical: a deed of altruism or egocentrism? We argue that communication plays an important role in judging where the taken responsibility can be placed on the continuum from altruism to egocentrism.

The role of communication As soon as an organization implicitly expects communication or uses communication for its taken philanthropic responsibility, the strategic, egocentric motivation becomes operative. Communication is then used to positively influence its stakeholders’ perception of the organization. From an anonymous donation to sponsoring.

Controlling communication

Controlling content, form and media in line with brand values.
No control at all is the least strategic by nature.

The strategic nature of Corporate Social Responsibility: the role of communication Amount of communication & Control: High -----sponsoring Low ---- anonymous donation Altruistic motivation Egocentric motivation

Session 1, Van der Rijt, Hoeken & Kardol

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