1. ------------------------------------- Lesson Title: SU3 --------------------------------------
2. Excellence theory Two-way symmetrical communication
2.1. Most ethical and socially responsible communication
2.2. Communication aimed at mutually beneficial relationships
2.3. Not propaganda and persuasion
2.4. Participation in dialogue
2.5. Mutual influence - mutual goal setting, mutual responsibilities
2.6. Reality: focus own interest without harming society
2.7. Mixed-motive model
3. Purpose of CSR Communication
3.1. Manage stakeholder relationships
3.2. Limit negative impacts (e.g., boycotts, negative media)
3.3. Enhance positive impacts (e.g., consumer loyalty, reputation)
4. Theoretical Fields
4.1. Corporate Communication in CSR
4.1.1. Marketing Communication
4.1.1.1. Enhance brand strategy - strategy – awareness, preference & loyalty
4.1.1.2. Consumer orientated – one-way
4.1.1.3. Critique: Stakeholder theory
4.1.2. Public Relations
4.1.2.1. Influence-oriented communication to convey pro-business messages to the public
4.1.2.2. Stakeholders may give input, they are not allowed to influence the outcome of the communication process – 2 way asymmetrical communication
4.1.2.3. Organisational self-promotion through PR
4.1.2.4. Critique: Strategic communication, reflective paradigm, 2-way symmetrical communication
5. Stakeholder theory
5.1. Focus
5.1.1. Relationship building – mutual understanding – through CSR
5.1.2. Addressing the obligations stakeholders perceive the organisation to have towards society and establishing mutually beneficial relationships with society to meet those obligations
5.1.3. Identifying issues – impact on organisation – address through CSR
5.2. Aim
5.2.1. Identify interests, needs, expectations – address through CSR
5.3. Nature of communication
5.3.1. Managed through symmetrical two-way communication - collaboration, openness, and listening
5.4. Stakeholders (internal & external)
5.4.1. being influenced by or influencing the organisation
5.4.1.1. Prioritise stakeholders according to power, legitimacy and urgency – influence profit margins
5.4.2. groups and individuals on whom the survival of the organisation depends
6. Roles within CSR communication
6.1. Implementer of CSR communication
6.1.1. Implementing communication action - communicate about different CSR initiatives
6.1.2. Influence stakeholder perceptions – responsible citizen – financial gain
6.2. Reflective strategist
6.2.1. Reflects strategically on the environment and impact on organisation and stakeholders
6.2.2. Supply societal perspective to top management – organisational position in society
6.2.3. Balance organisational goals with welfare of society – favourable reputation & license to operate
6.3. Facilitator
6.3.1. Facilitate negotiation between organisation & society/stakeholders
6.3.2. Go-between for organisation and society/stakeholders
6.3.3. Creates an environment for meaningful dialogue
7. Reflective paradigm
7.1. (why and how to do environmental scanning)
7.1.1. Organisations part of larger society that should be respected
7.1.2. Independent relationships – rely on each other for survival
7.1.3. Reflect on role in society (purpose) – how to fulfil it
7.1.4. Reflect on how organisational practices influence society?
7.1.5. Incorporate non-financial aspects into business strategy (stakeholders)
7.1.6. Relationships based on trust, respect, cooperation, harmony
7.1.7. Characterised by dialogue, partnerships, open-negotiation, shared responsibilities, symmetrical power relationships, understanding of culture
7.1.8. Addressing dual goal
8. Strategic Communication Management
8.1. Focus
8.1.1. Relationship with stakeholders – expectations, interests, needs – incorporated in business strategy – strategic advantage
8.2. Aim
8.2.1. Link communication objectives with organisational objectives
8.3. 5 Functions of strategic communication within the CSR strategy
8.3.1. Facilitate change in thinking about triple bottom line
8.3.2. Input & sensitivity CSR/sustainability/good governance
8.3.3. Adjust strategic intend by providing social and environmental input (issues)
8.3.4. Identify risk – adjust strategy to be responsive to society (issues)
8.3.5. Build relationships with stakeholders by developing an inclusive communication strategy through which the organisation can obtain legitimacy
8.4. Role of communication
8.4.1. driver of CSR towards dual goal