Uluslararası İtibar Yönetimi Konferansı 2012-Kurumsal Sosyal Sorumluluk İtibara Gerçekten Katkı Sağlar Mı?- Bernd Lorenz Walter

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This document summarizes a presentation on how corporate social responsibility (CSR) relates to corporate reputation. It discusses how CSR does not necessarily contribute positively to reputation and can sometimes be confusing. Reputation and financial performance are directly correlated. Stakeholders' expectations are increasing globally while trust is decreasing. CSR programs must be credible and the company should already have a good reputation for CSR to enhance it. The relationship between CSR and reputation is complex with both mutually influencing each other.

Sosyal Sorumluluk ve İtibar Yönetimi (II) Oturumu
Bernd Lorenz WALTER

Does CSR really contribute to
Reputation?

International Reputation Management
Conference
October 17-19, 2012 in Istanbul

It
depends.

Yes, but not necessarily
positively.

Reputation and financial performance
are directly co-related

Stock Market
Index

Reputation
Index

Around the world,
stakeholders‘ expectations
increase,
while trust decreases.

Executive questionnaire:
effect of CSR on reputation?

International CSR Online
Awards Questionnaire, 2009

Citzenship, governance and
workplace account for over
40% of reputation globally.

45,4%

Definitions of Corporate
Reputation (CR).

'CR is the collective
representation of a
company's past actions and
future prospects that
‘CR is the organization's describes how key resource
perceived capacity to meet providers interpret a
their stakeholders company's initiatives and
expectations'. assess its ability to
Sandra Waddock (2000: 323) deliver valued outcomes'.
Carles Fombrun (2002: 9)

The aggregation of a single
stakeholder's perceptions
of how well organizational
responses are meeting the
demands and expectations of
many organizational
stakeholders'.
Steven L. Wartick (1992:
34)

Reputation and CSR
are two sides of the same
coin.

Two approaches mutually
enriching …
… but sometimes
confusing.

What do corporates have to consider?

1. Stakeholders must be made aware
of the CSR endeavours.

2. The company must already have a
good
– or at least a neutral –
reputation.

3. The CSR programme has to be
credible.

4. The CSR programme should

So what to do?!

1. Listen to stakeholders.

2. Follow the involvement strategy.

Thank you for your
attention.

Bernd Lorenz Walter
welcome@BLWalter.com

© Bernd Lorenz Walter. All rights reserved.

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Uluslararası İtibar Yönetimi Konferansı 2012-Kurumsal Sosyal Sorumluluk İtibara Gerçekten Katkı Sağlar Mı?- Bernd Lorenz Walter