BEING GOOD, DOING GOOD
…and tell the public how good you are
An international perspective on csr communication
Dr. Stefan Jarolimek
SYLFF Conference, Riga 19.05.2011
Questions
2
1. What is CSR communication?
 working definition of CSR communication
2. How can we measure CSR communications?
 a multi case study approach
 cutlural factors: nation, branches, organization
Does it work?
Dr. Stefan Jarolimek I Riga I 19.05.2014
What is CSR communication?
3
Carroll 1991:42
“Corporate social responsibility (CSR) is a concept whereby companies integrate social and environmental
concerns in their business operations and in their interaction with their stakeholders on a voluntary basis. It
is about enterprises deciding to go beyond minimum legal requirements and obligations stemming from
collective agreements in order to address societal needs. Through CSR, enterprises of all sizes, in
cooperation with their stakeholders, can help to reconcile economic, social and environmental ambitions.”
(European Commission 2006: 2)
Dr. Stefan Jarolimek I Riga I 19.05.2014
What is CSR communication?
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A working definition of CSR communication:
CSR communication can be defined as the communication from organizations itself
or by journalism about events of organizations that are a) longer term measures
(sustainable), b) voluntary (not legally bound). The actions/events reported have
c) a clear connection to the organizations activities, but it is not their objective.
CSR communications can usually be found in all public communications (PR,
corporate webpages, corporate magazines as well as in journalism and in special
CSR media like the CSR-report). Issues of CSR communication can be subdivided into
social, economical and ecological responsibility.
The function of CSR communication is the legitimacy of business activities towards
stakeholder groups and society.
Dr. Stefan Jarolimek I Riga I 19.05.2014
How to measure CSR communication?
5 

Levels of analysis: Influencing cultural factors , Self-image of organization, strategies
Exemplary sample of organizations, according to branches and nations
Branch/Na
USA
tion
Pacific Gas
Energy (1.)
and Electric
Sector
Exelon
Automotive
Ford
(2.) Sector
General
Motors
Banking/Fi Bank of
nancing
America
(3.) Sector
Citigroup
Germany
Russia
Gasprom
(Neft)
RWE-Dea Rosneft
Volkswag
Gaz
en
Aral (BP)
BMW
Sparkass
e
Deutsche
Bank
Lada
Sberbank
WTB
27.10.2011
Does it work? Results from Deutsche Bank
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CSR reports of Deutsche Bank in
Germany,
Russia (global report)
and in the USA
Dr. Stefan Jarolimek I Riga I 19.05.2014
Discussion
7
1.
Arts and Music: Is the funding of arts and music not CSR? Do we need arts and
music in society and is the promotion of young artists a responsibility of business
towards society and culture?
 change in working defintion: “3. if there is clear connection to business activities
or is part of the promotion of arts and music”.
2.
Corporations and its foundations: Is CSR communication of Deutsche Bank and of
Deutsche Bank Foundation the same?
 pragmatic solution: same name, same public image?
Dr. Stefan Jarolimek I Riga I 19.05.2014
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Thank you for your attention!
Dr. Stefan Jarolimek
Berliner Str. 108a
D-13189 Berlin
stefan.jarolimek@uni-leipzig.de
How to measure CSR communication?
A multi case study approach
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



Influencing cultural factors
national culture: laws economic system, the relationship between economics and politics,
media system, professional ethics of (economic) journalists.
branch culture: ecological, economics, social responsibility
organization culture: Mission and vision (and the role of CSR in it); stakeholder,
transparency and discussion of values (ethics), surrounding world of organization
Self-image of organization
Media sample: cultural artifacts of organizations, i.e. webpages and CSR-reports
Time sample: one year (e.g. 2011) , Method: quantitative content analysis, Interviews with
CCOs
(Public image
Media sample: political and economical newspapers and magazines in different countries.
Time sample: media coverage of one year (e.g. 2011).
Method: comparable to self image (see above).)
Interpretation of data and relevance for communication research
How to measure CSR communication?
A multi case study approach: cultural influences
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