Communicating CSR Activities
Internal communication
Employees and coworkers
Carefully explain why, what and how company performs CSR
External communication
Tell others that you are being reponsible
Communication tools
Corporate website
Information
Special email address
Space for questions
Case study: Lego #
Annual CSR reports in printed and electronic version
(Case study: Ikea)
Notification by electronic or conventional mail
Free telephone lines
Media
PR activities
Paid advertising
Publicize responsibility efforts
Today unavoidable
Social and environmental activities parallel to commercial value chain
Create shared value for company and society
Right message to right audience
Partner with activists and regulator
Show employees how to find purpose in work
Describe financial and strategic benefits to shareholders in annual report
Have courage to take public stand on issues that matter you business
Case Study: BBC News