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Complexity of communicating social responsibility

Polonsky, Michael and Jevons, Colin 2007, Complexity of communicating social responsibility, in INSM 2007 : Social entrepreneurship, social change and sustainability, Griffith University, Brisbane, Qld., pp. 1-7.

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Title Complexity of communicating social responsibility
Author(s) Polonsky, Michael
Jevons, Colin
Conference name International Nonprofit and Social Marketing Conference (4th : 2007 : Brisbane, Qld.)
Conference location Brisbane, Qld.
Conference dates 27-28 September 2007
Title of proceedings INSM 2007 : Social entrepreneurship, social change and sustainability
Editor(s) [Unknown]
Publication date 2007
Conference series International Nonprofit and Social Marketing Conference
Start page 1
End page 7
Publisher Griffith University
Place of publication Brisbane, Qld.
Summary It is recognised that organisations, consumers and businesses are increasingly more concerned with how business activities affect society. While research has explored specific types of techniques for communicating corporate social responsibility (CSR), there has not been a more general discussion of the considerations that organisations should make when determining the type of communications that should be used. This paper takes a managerial approach, discussing four broad issues associated with the communication of CSR: 1) intensity of action/positioning; 2) communicating action; 3) types of programs utilised and 4) integration issues. It is proposed that by understanding these issues organisations will be in a better position to ensure that the information is clearly communicated and understood by their various stakeholders. The benefits to be achieved will, however, be dependent on the objectives of the communication and thus it is suggested there is not one single appropriate approach to managing these issues.
Notes Reproduced with the specific permission of the copyright owner.
Language eng
Field of Research 150503 Marketing Management (incl Strategy and Customer Relations)
HERDC Research category E1.1 Full written paper - refereed
ERA Research output type E Conference publication
Copyright notice ©2007, The Authors
Persistent URL http://hdl.handle.net/10536/DRO/DU:30016284

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