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ISSN: 2247-6172;

ISSN-L: 2247-6172
Review of Applied Socio- Economic Research
(Volume 4, Issue 2/ 2012 ), pp. 145

CSR communication and its impact on corporate image

Vladimra Juriov1+, Katarna urkov1

University of Ss. Cyril and Methodius in Trnava, Faculty of Mass Media Communication, Slovakia

Abstract. The paper deals with CSR communication by means of internal and external tools and the impact
it has on corporate identity. At present the issues of corporate social responsibility, i.e. voluntary integration
of social and ecological interests into the daily activities and interactions with business partners, receive
more and more attention. Many countries have started to cultivate their environment for this subject and at
the same time they are being pushed forward by the public opinion. The customers are more demanding in
terms of the products quality, they search for eco-friendly products and are willing to put pressure on
companies that are polluting the environment. That is why it is important for the companies to communicate
about the corporate social responsibility. Communication and utilization of the individual internal and
external tools for communicating corporate social responsibility currently have a great influence on the
global corporate identity.

Keywords: corporate social responsibility, communications, internal tools, external tools, corporate
identity, corporate image.

JEL Codes: M14

1. Introduction

Companies that use Corporate Social Responsibility in their strategies should be geared to the needs of
external as well as internal environment. They should be transparent and sustainable contribution to
sustainable development. From companies that want to apply CSR in their strategy requires a shift
perspective on their role in society from the level of profit only, that focus only on making profits, for
a wider view of 3P called people, planet, profit. It follows that CSR is based on three pillars called triple-
bottom-line, formulated by John Elkinghton in 1996. The theory of triple-bottom-line is focused not only on
economic growth but also on the social and environmental consequences of their activities interrelated. 3Ps
is often referred to as the three levels - areas:
Profit economic area,
Planet environmental area,
People social area.
When creating a CSR strategy, it is needed to take into consideration even the communication of CSR
activities of the company, as it can contribute to more effective corporate CSR policies. Corporate Social
Responsibility should start communicating the company at a time when they begin to work with
stakeholders. Communicating CSR activities should be directed not only to customers, business partners,
ISSN: 2247-6172;
ISSN-L: 2247-6172
Review of Applied Socio- Economic Research
(Volume 4, Issue 2/ 2012 ), pp. 146

investors, but to companys employees, the local community and the general public as well. As a result,
communication of corporate social responsibility should be carried:
internally employees of the company,
externally with the external environment.

2. Internal tools of CSR

Internal communication of the company is a critical component of any functioning social, administrative
and technical system. It is the interplay of many activities that interfere with corporate governance. Research
performance and corporate culture confirmed the saturation of information as the strongest dimension of
organizational performance.
Communication as a two-way process of information exchange removes reduces uncertainty and allows to
reach an understanding on both sides communicated. In general, we have the concept of management
communication in mind throughout the enterprise information system, which in relation to the organizational
structure enables the exchange of information. Effective communication link is the transfer of the right
information to the right people at the right time, allowing a combination of different media and techniques.
The intensity of the need to communicate is in a variety of different organizational units various, depending
on the nature of tasks and problems in the implementation of actions arising from the need for cooperation at
horizontal and vertical level. A well-functioning communication is an organization which:
provides links to information considering the continuity and coordination processes,
ensures understanding and cooperation in sharing common goals among employees,
promotes the formation of desirable attitudes and behaviour of employees,
promotes the stability of the organization and employee loyalty.

A more crucial point, than the amount, is the value and relevance of the information and the chosen form
of communication and the provision of accurate, clear, undistorted transmission between members of the
organizations. Primarily for the transfer of information should be used formal communication flows and
tools. The content of internal communication of the company could be divided into four categories:
information about the vision and strategy of the organization, including communication of the
organizational values and important features of corporate culture. Organizational culture,
implemented mandatory compliance standards of behaviour has a great impact on the achievement
of goal,
tactical information about the procedures to achieve organizational goals knowledge and
experience packages. Every organization has its own process know-how, which all new employees
should has known,
operational information necessary for the performance of work tasks information solutions to the
organizations other projects, decisions made at other levels of the organization,
general information about company activities regular open communication of information relating
to the internal environment of the organization, staff questions and planning changes, plays a role in
promoting the stability of the organization shaping the organizational culture.
The specific form of internal communication is influenced by numerous factors. The authors are used to use
in their definition different perspectives subjective and objective factors by Szarkov, business impacts and
effect of the external environment (Zadk). Research confirmed a correlation between the level of internal
communication of the company and organizational culture, vision, strategy, mission and material and
technological factors.
Communication is a means of engaging employees towards compliance with the principles of
responsibility. Well-functioning communication is an essential part of the whole process of implementation
of corporate social responsibility in small and medium-sized enterprises. Responsibility as orientation should
ISSN: 2247-6172;
ISSN-L: 2247-6172
Review of Applied Socio- Economic Research
(Volume 4, Issue 2/ 2012 ), pp. 147

be set to the highest level of organization and communication used to inform and engage employees in an
effort to build a socially responsible company.
Principles of responsibility intersect all elements of the internal communication system of the
organization. Support open dissemination of the contents of all communications between employees and
initiate the feedback can be considered as a prerequisite for implementing the principles of responsibility to
organizational processes.
Depending on the actual communication system, small and medium-sized enterprises can use to
communicate the principles of responsibility towards employees by numerous formal and informal
communication tools regular meetings, intranet site, e-mails, bulletin boards, posters, banners, brochures,
internal magazine, informal stuff meetings, presentations and videos of responsible behaviour, support
anonymous boxes for feedback and new ideas, valuation responsible employees.
Principles of responsibility should appear already in the formulation of corporate mission and be included in
the organizational values. Intranet as a tool for formal communication should support the open dissemination
of information. The effectiveness of meetings depends on the readiness of invited staff and quality of
processed documents and subsequent registrations from them. To inform employees about the principles of
responsibility in the organization, it is appropriate to create posters, brochures, or videos, disseminate
information through the internal magazine.
Implementation of the principles of responsibility means creating an environment within the organization
that will promote openness and fair treatment.

3. External tools of CSR

Unlike internal, external communication of the companys corporate social responsibility is

communication, in which companies should inform the public, community and environment where they
work with important facts related to CSR. There are several ways and means by which companies could
communicate corporate social responsibility to the public:
internet (website, corporate blog, fan page on FB, Twitter account),
brochures about the company,
various events (open house),
annual reports,
press releases and conferences,
labelling products, their packages (bio, eco),
presentation of prices obtained under the CSR,
anti-corruption lines for anonymous information lines, where employees can announce eg. breaking
rules related to working safety, working conditions, etc.
The most important aspect of the implementation of the concept of social responsibility is to allow
external control of the responsible behaviour of the interested and concerned public. This can be achieved by
the facility publishing high-quality and comprehensive information on relevant activities of the company.
Without this requirement we cannot talk about social responsibility, because it is impossible to distinguish
responsible company from other companies, whose responsibility is taking place only in the field of PR.
Companies should provide the public with detailed and transparent information on all its activities which
have or may have environmental and social impacts, as well as about internal control mechanisms.
Companies should inform the public about how assesses environmental and social risks of its activities.

The main tool for informing the public are annual reports, often called as environmental reports and
sustainability reports. The main problem is the lack of annual reporting standards. The annual reports of
individual companies are difficult to compare with each other, incomplete or unverifiable. Global Reporting
ISSN: 2247-6172;
ISSN-L: 2247-6172
Review of Applied Socio- Economic Research
(Volume 4, Issue 2/ 2012 ), pp. 148

Initiative (GRI) tried to solve this problem. Global Reporting Initiative was established in 1997 as a joint
initiative of the American non-governmental organization Coalition for Environmentally Responsible
Economies (CERES) and the United Nations Environment Programme (UNEP), Organization of United
Nations. In 2002, GRI became independent as well as independent institution with residence in Amsterdam.
The main aim of the GRI is to establish an international standardized model to measure and report economic,
environmental and social aspects of the business and improve the quality, reliability and utilization reporting
on corporate responsibility. In the three areas GRI makes so called core indicators, which should be held to
prepare reports, or explain why a particular indicator is omitted. Indicators are quantitative and qualitative.
GRI seeks to maximize efficiency in all business sectors. The question is, to what extent it is possible at all.
For certain business sectors GRI have prepared specific amendments (as automotive, finance,
telecommunications, etc.) GRI in 2002 released its Sustainable Reporting Guidelines, which aims to provide
maximum flexibility in order to remain open and meaningful to the widest possible range of companies.
They define general principles and performance indicators that should be respected company and post and fit
wants to issue a report in accordance with GRI. It also includes recommendations on how the structure of
annual report should looks like. Claims to build CSR reports are high, that is why the ability to prepare high-
quality CSR report for investors and financial institutions in the world guarantee stability and good
management in the company.

4. Conclusion

Communication is designed to operate not only on the image of the company, but also to provide public
information, to explain and comment meanings, support cultural patterns and agitate. It can be noted that
corporate social responsibility is one of the most important factors that influence the image. To create
a positive image of the company is needed:
perfect product quality,
reliable service,
reasonable price,
continuous innovation process,
systematic work in favor of business stakeholders.
Effective communication of CSR activities should provide an understanding and recognition of the value of
the company, which in the final phase has an impact on corporate identity and subsequently on the corporate

5. Acknowledgements

This paper is part of the project FPVV-24-2012 : An analysis of implementation of the elements of corporate
identity to the management of small and medium enterprises in Slovakia.

6. References

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(Volume 4, Issue 2/ 2012 ), pp. 149

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