Artikel ini merupakan tugas tematik penulis untuk subyek Corporate Communications

1. Budi Santoso
MICM07079079
Case Work_3 on Corporate Communication, 01 November 2007
CSR Communication 1
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.

2. Budi Santoso
MICM07079079
Case Work_3 on Corporate Communication, 01 November 2007
CSR Communication 2
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

3. Budi Santoso
MICM07079079
Case Work_3 on Corporate Communication, 01 November 2007
CSR Communication 3
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.

4. Budi Santoso
MICM07079079
Case Work_3 on Corporate Communication, 01 November 2007
CSR Communication 4
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

5. Budi Santoso
MICM07079079
Case Work_3 on Corporate Communication, 01 November 2007
CSR Communication 5
communication: stakeholder information, response and involvement strategies.
Business Ethics: A European Review Volume 15 Number 4 October 2006.