Session 8, Berens, van Halderen & Popma
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This document discusses creating consumer confidence in corporate social responsibility (CSR) communications. It analyzes different types of CSR media based on who verifies the information - the company or third parties. Company-verified communications like advertising face skepticism, while third party sources like labels and consumer guides are more trusted due to their independence. The conclusion is that consumers are skeptical rather than cynical of company messages and prefer CSR communications to focus on specific societal actions and outcomes rather than benefits to the company or vague promises.
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Dr. Stefan Jarolimek presented a framework for measuring CSR communication through a multi-case study approach. The study would analyze cultural factors like national culture, industry culture, and organizational culture that influence CSR communication. It would examine the self-image organizations project through their own CSR communications and websites. It would also analyze the public image of organizations as portrayed in media coverage. Comparing self-image and public image data across different countries, industries and organizations could provide insights into CSR communication and its relevance for communication research.
Session 4, Parani
The document discusses community development strategies of PT Freeport Indonesia and PT Total Exploration and Production Indonesie. It finds that while both companies implemented comprehensive programs, PT Total saw more success by thoroughly consulting communities, understanding their needs, and gaining stakeholder participation and media support, while PT Freeport failed to properly analyze the social environment. The key to effective strategies is involving stakeholders, addressing community needs, and building mutual benefit between corporations and communities.
Session 5, Van Loo
Companies must practice corporate social responsibility (CSR) in their own operations and educate stakeholders about CSR. CSR requires a double learning process, with companies implementing CSR policies internally and consumers learning how to engage with CSR efforts. Examples include educating consumers about the environmental impacts of using products and engaging the public in a campaign promoting Dutch greenhouse farmers while teaching about their CSR practices. Effective CSR communication keeps messages simple while being transparent, building legitimacy, and involving stakeholders.
Session 5, Ellerup Nielsen & Thomsen
This document provides a summary of a literature review on CSR communication research from a management and marketing perspective. It examines 49 articles focusing on conceptualizing CSR communication and how it can add value for stakeholders. It finds that the field is emerging but marketing approaches dominate, and research often takes a functionalist perspective. There is increased research on strategic and operational CSR communication and country/industry impacts. However, companies still tend not to take a proactive, stakeholder-oriented approach to CSR communication. Stronger theoretical anchoring is also needed.
Session 5, Coombs & Holladay
This document summarizes a presentation given at an international CSR communication conference in Amsterdam. The presentation discusses the concept of a "pseudo-panopticon" where companies claim their CSR activities are transparent due to fear of discovery online, but this actually creates a false sense of security. While companies use CSR to boost reputations, stakeholders are unlikely to question claims and perceive the internet and watchdogs as effective monitors, even though corporate control of disclosure persists. Future research questions are posed about stakeholder beliefs in verification and transparency of CSR information.
Session 5, Faber-Wiener
The document discusses responsible communication (RC), a new approach to communicating social and ethical issues. RC is based on inclusion, critical self-assessment, ethics, and discourse. It differs from traditional CSR communication by integrating these principles into all levels of management decision-making, processes, and external communication. Implementing RC requires changes to organizational structure and decision-making processes. Potential impacts include increased credibility, legitimacy, cost savings, and stronger management and societal roles for communicators.
Session 5, Rademacher
The document discusses the relationship between corporate social responsibility (CSR), leadership styles, communication strategies, and management trends. It presents an agenda covering the introduction and problem definition, institutionalization of CSR, management styles related to CSR initiatives, the role of management trainers in management trends, and the project framework and methodology. Key findings include that explicit and implicit CSR can co-exist in organizations, with transformational leadership helping to manage conflicts and drive innovation. Management trainers see CSR as mainly a management responsibility but take a conservative, implicit approach, suggesting they view transformational leadership as important.
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[To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentations]
Unlock the full potential of the MECE (Mutually Exclusive, Collectively Exhaustive) Principle with this comprehensive PowerPoint deck. Designed to enhance your analytical skills and strategic decision-making, this presentation guides you through the fundamental concepts, advanced techniques, and practical applications of the MECE framework, ensuring you can apply it effectively in various business contexts.
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Session 8, Berens, van Halderen & Popma
- 1. Creating consumer confidence in CSR communications Guido Berens Wybe Popma Mignon van Halderen
- 3. Inconsistent messages „E.ON in Schulen und Kindergärten AKW-Lobbyisten bei unseren Kindern” (umweltrundschau.de) (http://vorort.bund.net/ suedlicher-oberrhein/leuchtpol.html)
- 4. Types of media: Degree of independence Company- Third party-verified verified Company- Advertising Cause-related marketing, constructed Disclosures Third party- Publicity Labels, Consumer guides, constructed Publicity
- 5. Advertising • Skepticism vs. cynicism (e.g. Mayer et al. 1993, Youn et al. 2008) • Specific vs. general (e.g. Davis 1994, Maronick & Andrews 1999) • Actions vs. outcomes (Pomering & Johnson 2009) • CSR vs. product benefits (e.g. Schaefer & Crane 2005, Luchs et al. 2010) • CSR history (Pashupati et al. 2002, Vanhamme & Grobben 2009)
- 6. Types of media: Degree of independence Company- Third party-verified verified Company- Advertising Cause-related marketing, constructed Disclosures Third party- Publicity Labels, Consumer guides, constructed Publicity
- 7. Cause-related marketing • Perceived motives (Barone et al. 2000, Ellen et al. 2006) • Company-cause fit (e.g., Pracejus & Olsen 2004; Zdravkovic et al. 2011)
- 8. Disclosures (Johnson & Johnson, 2009 sustainability report)
- 9. Disclosures • Credible (Roe et al. 2001) • Disclosures vs. labels (Roe et al. 2001, Teisl et al. 2008) • Interpretative frame, e.g. “traffic light” (FSA 2005)
- 10. Types of media: Degree of independence Company- Third party-verified verified Company- Advertising Cause-related marketing, constructed Disclosures Third party- Publicity Labels, Consumer guides, constructed Publicity
- 11. Publicity • Awareness? (Sen et al. 2006) • Positive vs. neutral vs. negative reputation (Arnold et al. 1996, Handelman & Arnold 1999) • Crisis situation (e.g. Wagner et al. 2009, Eisingerich et al. 2011)
- 12. Types of media: Degree of independence Company- Third party-verified verified Company- Advertising Cause-related marketing, constructed Disclosures Third party- Publicity Labels, Consumer guides, constructed Publicity
- 13. Labels & certifications • Values and lifestyle (e.g. De Pelsmacker et al. 2005, Royne et al. 2011) • Label proliferation (Giovannucci 2003, SER 2004) • Positive versus negative labels (Grankvist et al. 2004) • Labels versus disclosures (Roe et al. 2001)
- 14. Consumer guides • Most trusted (Mohr et al. 2001) • Information overload? (Shaw & Clarke 1999)
- 15. Conclusion • Consumers are skeptical rather than cynical regarding company-controlled CSR communication Specific Outcomes Benefits History
- 16. Conclusion I. Kant J.S. Mill Deontological Consequentialist CSR Product benefits Societal actions Societal outcomes Motives Results
Editor's Notes
- Companies increasingly communicate to consumers about their CSR actions, but in many cases this communication is not effective in changing consumer attitudes or behaviors. Why is that the case?First, what consumers see is in many cases a brand, which is not identical to the company that produces the brand.
- Second, in addition to companies, other parties also communicate about companies’ CSR actions, and these messages are sometimes inconsistent with each other.
- Eco-label (Loureiro, McCluskey & Mittelhammer 2002)“No sweat” label (Dickson 2001)Fair trade (De Pelsmacker, Driesen & Rayp 2005; Shaw & Clarke 1999)Organic food (e.g., Sparks & Shepherd 1992; Verhoef 2005)
- Do consumersseecompanies‘ CSR actionsfrom a deontologicalperspective or from a consequentialistperspective?(Kant: Grundlegung zur Metaphysik der Sitten; Mill: Utilitarianism)