Dr. Stefan Jarolimekstefan.email@example.com What is and how to measure CSR communication? An international and intercultural perspective CSR Communication Conference, Amsterdam 27.10.2011
Questions1. What is CSR communication? working definition of CSR communication2. How can we measure CSR communications? a multi case study approach cutlural factors: nation, branches, organizationDoes it work? Stefan Jarolimek What is and how to mesaure CSR communication? 27.10.2011 2
What is CSR communication? Carroll 1991:42“Corporate social responsibility (CSR) is a concept whereby companies integrate social andenvironmental concerns in their business operations and in their interaction with theirstakeholders on a voluntary basis. It is about enterprises deciding to go beyond minimum legalrequirements and obligations stemming from collective agreements in order to address societalneeds. Through CSR, enterprises of all sizes, in cooperation with their stakeholders, can help toreconcile economic, social and environmental ambitions.” (European Commission 2006: 2) Stefan Jarolimek What is and how to mesaure CSR communication? 27.10.2011 3
What is CSR communication? A working definition of CSR communication: CSR communication can be defined as the communication from organizations itself or by journalism about events of organizations that are a) longer term measures (sustainable), b) voluntary (not legally bound). The actions/events reported have c) a clear connection to the organizations activities, but it is not their objective. CSR communications can usually be found in all public communications (PR, corporate webpages, corporate magazines as well as in journalism and in special CSR media like the CSR-report). Issues of CSR communication can be subdivided into social, economical and financial responsibility. The function of CSR communication is the legitimacy of business activities towards stakeholder groups and society. Stefan Jarolimek What is and how to mesaure CSR communication? 27.10.2011 4
How to measure CSR communication?A multi case study approach Levels of analysis: Influencing cultural factors , Self-image of organization, Public image Exemplary sample of organizations, according to branches and nations Branch/Nation USA Germany Russia Pacific Gas and Aral (BP) Gasprom (Neft) Energy (1.) Sector Electric Exelon RWE-Dea Rosneft Automotive (2.) Ford Volkswagen Gaz Sector General Motors BMW Lada Banking/Financing Bank of America Sparkasse Sberbank (3.) Sector Citigroup Deutsche Bank WTB Stefan Jarolimek What is and how to mesaure CSR communication? 27.10.2011 5
Does it work? Results from Deutsche BankCSR reports of Deutsche Bank in Germany, Russia (global report) and in the USA Stefan Jarolimek What is and how to mesaure CSR communication? 27.10.2011 6
Discussion1. Arts and Music: Is the funding of arts and music not CSR? Do we need arts and music in society and is the promotion of young artists a responsibility of business towards society and culture? change in working defintion: “3. if there is clear connection to business activities or is part of the promotion of arts and music”.2. Corporations and its foundations: Is CSR communication of Deutsche Bank and of Deutsche Bank Foundation the same? pragmatic solution: same name, same public image? Stefan Jarolimek What is and how to mesaure CSR communication? 27.10.2011 7
Thank you for your attention!Dr. Stefan JarolimekU of GreifswaldDepartment of Political and Communication ScienceRubenowstraße 3D- 17487 Greifswaldstefan.firstname.lastname@example.org Stefan Jarolimek What is and how to mesaure CSR communication? 27.10.2011 8
How to measure CSR communication?A multi case study approach Influencing cultural factors national culture: laws economic system, the relationship between economics and politics, media system, professional ethics of (economic) journalists. branch culture: ecological, economics, social responsibility organization culture: Mission and vision (and the role of CSR in it); stakeholder, transparency and discussion of values (ethics), surrounding world of organization Self-image of organization Media sample: cultural artifacts of organizations, i.e. webpages and CSR-reports Time sample: one year (e.g. 2011) , Method: quantitative content analysis. Public image Media sample: political and economical newspapers and magazines in different countries. Time sample: media coverage of one year (e.g. 2011). Method: comparable to self image (see above). Interpretation of data and relevance for communication research Stefan Jarolimek What is and how to mesaure CSR communication? 27.10.2011 9
How to measure CSR communication?A multi case study approach: cultural influences Stefan Jarolimek What is and how to mesaure CSR communication? 27.10.2011 10
A particular slide catching your eye?
Clipping is a handy way to collect important slides you want to go back to later.