INTRODUCTION
INTERNAL
TOOLS
OF CSR
EXTERNAL
TOOLS OF CSR
CONCLUSION
CSR COMMUNICATION AND ITS IMPACT ON CORPORATE IMAGE
UNIVERSITY OF Ss. CYRIL AND METHODIUS IN TRNAVA / FACULTY OF MASS MEDIA COMMUNICATION
Vladimíra Jurišová, Katarína Ďurková
1953
HOWARD R. BOWEN
SOCIAL RESPONSIBILITIES OF THE BUSINESSMAN
1995
JACQUES DELORS
CSR EUROPE
2001
GREEN PAPER - PROMOTING A EUROPEAN
FRAMEWORK FOR CORPORATE SOCIAL
RESPONSIBILITY
2002
EUROPEAN MULTISTAKEHOLDER FORUM
HISTORICAL ASPECTS OF CSR
TRIPLE BOTTOM LINE
ECONOMIC LINE
(PROFIT)
ENVIRONMENTAL LINE
(PLANET)
INTRODUCTION
SOCIAL LINE
(PEOPLE)
COMMUNICATION OF CSR ACTIVITIES
SHOULD BE DIRECTED TO:
1.CUSTOMERS
2.BUSINESS PARTNERS
3.INVESTORS
4.COMPANY‘S EMPLOYEES
5.LOCAL COMMUNITY
6.GENERAL PUBLIC
INTRODUCTION
COMMUNICATION OF CSR
ACTIVITIES SHOULD BE
CARRIED:
1.INTERNALLY
2.EXTERNALLY
INTRODUCTION
INTERNAL COMMUNICATION  TO EMLOYEES OF
THE COMPANY
INTERNAL TOOLS OF CSR
A WELL-FUNCTIONING COMMUNICATION IN
AN ORGANIZATION:
1.PROVIDES LINKS TO INFORMATIONS CONSIDERING THE
CONTINUITY AND COORDINATION PROCESSES
1.ENSURE UNDERSTANDING AND COOPERATION IN SHARING
COMMON GOALS AMONG EMPLOYEES
1.PROMOTES THE FORMATION OF DESIRABLE ATTITUDES AND
BEHAVIOUR OF EMPLOYEES
1.PROMOTES THE STABILITY OF THE ORGANIZATION AND
EMPLOYEE LOYALITY
INTERNAL TOOLS OF CSR
CONTENT OF INTERNAL
COMMUNICATION
1.INFORMATION ABOUT THE VISION AND STRATEGY
1.TACTICAL INFORMATION
1.OPERATIONAL INFORMATION
2.GENERAL INFORMATION ABOUT COMPANY
INTERNAL TOOLS OF CSR
FORMAL AND INFORMAL
INTERNAL COMMUNICATION
TOOLS OF CSR
1.REGULAR MEETINGS
2.INTRANET AND E-MAILS
3.BULLETIN BOARDS
4.POSTERS, BANNERS
5.BROCHURES, INTERNAL MAGAZINE
6.INFORMAL STUFF MEETINGS
7.PRESENTATIONS AND VIDEOS OF RESPONSIBLE BEHAVIOUR
8.ANONYMOUS BOXES FOR FEEDBACK AND NEW IDEAS
INTERNAL TOOLS OF CSR
EXTERNAL COMMUNICATION  TO EXTERNAL
ENVIRONMENT
EXTERNAL TOOLS OF CSR
EXTERNAL COMMUNICATION OF
CSR
THE MOST IMPORTANT ASPECT OF THE
IMPLEMENTATION OF THE CONCEPT OF CSR IS TO
ALLOW EXTERNAL CONTROL OF THE RESPONSIBLE
BEHAVIOUR OF THE INTERESTED AND CONCERNED
PUBLIC.
EXTERNAL TOOLS OF CSR
EXTERNAL COMMUNICATION
TOOLS OF CSR
1. INTERNET (WEBSITE, CORPORATE BLOG, PAGE ON FB,
TWITTER
2. BROCHURES ABOUT COMPANY
3. VARIOUS EVENTS
4. WEBSITES
5. ANNUAL REPORTS
6. PRESS RELEASES AND CONFERENCES
7. LABELLING PRODUCTS AND THEIR PACKAGING (BIO,ECO)
8. PRESENTATION OF PRICES OBTAINED UNDER THE CSR
9. ANTI-CORRUPTION LINES
EXTERNAL TOOLS OF CSR
THE MAIN TOOL FOR INFORMING
PUBLIC ARE SUSTAINABILITY
REPORTS
 GLOBAL REPORTING INITIATIVE (GRI)
 SUSTAINABLE REPORTING GUILDLINESS
International standardized model to measure
and report economic, environmental and
social aspects of the business
EXTERNAL TOOLS OF CSR
EFFECTIVE COMMUNICATION OF CSR
ACTIVITIES SHOULD PROVIDE:
1.AN UNDERSTANDING
2.AND RECOGNITION OF THE VALUE OF THE
COMPANY
AND THIS IN FINAL PHASE HAS AN IMPACT ON
CORPORATE IDENTITY AND CORPORATE
IMAGE.
CONCLUSION
This presentation is part of the project FPVV-242012 :
An analysis of implementation of the elements of
corporate identity to the management of small and
medium enterprises in Slovakia.
THANK YOU.
CONTACT:
University of Ss. Cyril and Methodius in Trnava
Faculty of Mass Media Communication
Department of Marketing Communication
J. Herdu 2
917 00 Trnava
Slovak republic
E-mail:
vladimira.jurisova@gmail.com
katarina.durkova@gmail.com