“This is the cutting-edge textbook on a managerial approach to corporate responsibility. Students and executives will benefit a great deal by studying the cases and best practices that are here. It's a terrific book.” —Ed Freeman, Elis and Signe Olsson Professor of Business Administration, Darden School of Business, University of Virginia Corporate Responsibility offers a concise and comprehensive introduction to the functional area of corporate responsibility. Readers will learn how corporate responsibility is good for business and how leaders balance their organization—s needs with responsibilities to key constituencies in society. Author Paul A. Argenti engages students with new and compelling cases by focusing on the social, reputational, or environmental consequences of corporate activities. Students will learn how to make difficult choices, promote responsible behavior within their organizations, and understand the role personal values play in developing effective leadership skills.
Chapter 9: Communicating Corporate Responsibility
Communicating Corporate Responsibility
In this chapter, we look at why a robust communications strategy is a necessary component of any strategic corporate responsibility program. In addition to establishing the case for deftly communicating a company’s commitment to responsible business, we will offer relevant advice about what to communicate and best practices for relaying messages about CR programs to constituents. Effective communication is essential for engaging stakeholders, which, in turn, will be crucial for restoring trust in business and driving positive corporate reputation.
Throughout the chapter, we will look at how CR communication fits into the current environment, key factors to consider in developing a CR communication strategy, how CR-related messaging influences corporate reputation, and the impact of technology on communication strategy, particularly with ...