Company CSR and Corporate Communication Strategy

This report analyzes the corporate social responsibility and corporate communication strategy of Samsung Australia. It discusses the definition and theories of CSR and issue management, the role of CSR within the organization, CSR issues management, and the consistency of corporate communication messages. Specific recommendations are provided for better communication and CSR practices.

Running head: Company CSR and Corporate Communication Strategy
Company CSR and Corporate Communication Strategy
Name of the company
Name of the University
Author note

1Company CSR and Corporate Communication Strategy
Executive Summary
The report intends to give analysis on corporate social responsibility and corporate
communication. The study will started by discussing the definition and the theories in relation
with CSR and issue management. In this section, the study has discussed on CSR issue
management as a crucial part of the discussion. The report further elaborated on the role of
CSR within the organization named Samsung Australia along with the role of issue
management of the organization. In addition, the report shed light on the practices of
communication within the organization with overall evaluation of the corporate communication
within the organization. As the most essential part of the report, towards conclusion the report
suggested recommendations for the betterment of the communication and CSR practices of the
company. Finally, the paper gave a summarization of the whole discussion.

2Company CSR and Corporate Communication Strategy
Table of Contents
Executive Summary..................................................................................................................... 1
Table of Contents........................................................................................................................ 2
Introduction.................................................................................................................................. 3
Theory: Integrated CSR and Issues Management.......................................................................3
1. Definition and discussion of the theory surrounding CSR..................................................3
2. Definition and discussion of the theory surrounding issues management.........................4
3. Discussion on CSR issues management..........................................................................4
The role of CSR within your organization.....................................................................................5
Role of CSR Issues Management for your organisation..............................................................6
Consistency of company corporate communication messages....................................................7
Overall evaluation of communication in the organization and specific recommendations............7
Conclusion................................................................................................................................... 9
References.................................................................................................................................. 9

3Company CSR and Corporate Communication Strategy
Introduction
The purpose of the report is to throw light on corporate social responsibility and
corporate communication strategy. In the entire course of the discussion, the report will
particularly focus on the issues related to corporate social responsibilities of the chosen
company Samsung Australia and will give possible suggestive measures in order to mitigate the
issues. The study will begin by discussing the definition and the theories in relation with CSR
and issue management. In this section, the study will discuss on CSR issue management as a
crucial part of the discussion (Schwartz, 2017). The report further elaborate on the role of CSR
within the organization named Samsung Australia along with the role of issue management of
the organization. In addition, the report sheds light on the practices of communication within the
organization with overall evaluation of the corporate communication within the organization. As
the most essential part of the report, towards conclusion the report suggests recommendations
for the betterment of the communication and CSR practices of the company. Finally, the paper
gives a summarization of the whole discussion.
Theory: Integrated CSR and Issues Management
1. Definition and discussion of the theory surrounding CSR
Schwartz (2017) opines that the business approach called corporate social responsibility
refers to the activities of an organization towards the contribution of sustainable development
through delivering several benefits including environmental, social and economic benefits to
every stakeholder. Tai and Chuang (2014) suggests that the concept of Corporate Social
Definition has been interpreted in different ways. On the whole it can be said that the concept is
broad in nature addressing several areas such as health and safety, environmental sustainable
approaches, contribution to the economic growth, human rights and so on. However,
irrespective of its definition, the Corporate Social Responsibility centres on the contribution to
the sustainability.
McWilliams (2015) suggests that corporate social responsibility is the approach through
which a company manages the business processes so that positive impacts can be generated
to the society in a overall manner. As per Suliman, Al-Khatib and Thomas (2016), it centrally
focuses on the sustainability in terms of positive social impacts and ethical consideration.
However, Ni and Van Wart (2015) suggests that the concept of corporate social responsibility

4Company CSR and Corporate Communication Strategy
varies from one organization to other. For example, corporate social responsibility for a
manufacturing company of tobacco made products can be taking measures assuring the
environment is less affected. On the other hand a paper manufacturing company might arrange
educational opportunities for the unprivileged people of the society.
According to Pedersen (2015), activities of corporate social responsibility are included in
the main business operation of a company. On the other hand, so and son opines that corporate
social responsibility refers to the external activities through which a company fulfils its
responsibilities towards the society. For example, according to the first notion of CSR which
denotes internal sustainable approaches, a company can include sustainable approaches into
its own business operation so that the impact of the business operation of the company is less
harmful on the environment. Meanwhile, the other notion of CSR activities t suggest sustainable
activities outside of main business operation can be exemplified by different social campaigns
through which the social status of unprivileged people can be elevated.
2. Definition and discussion of the theory surrounding issues management
As per Dawson (2014), the term issue management refers to the process and practices
of identifying issues or problems and then mitigating them. The issue management is of greater
importance since it makes able a company to determine possible issue or current issue creating
obstacles in the business growth. Hammer (2015) defines that the process of issue
management denotes the action of detection of the issues followed by reporting on the identified
issues, fixing the issues and the creation of data base. As per Fooks et al., (2013), the concept
issue management has been holding immense importance in the business world in order to
assure undisruptive business growth. The issue management includes the process of detecting
issues include the professional team as well as the users of a product or service offered by a
company.
3. Discussion on CSR issues management
According to Fooks et al., (2013), the CSR issue management refers to the approaches
of managing the issue related to CSR. The major issues generated from business operations
are aimed to be mitigated by the corporate social responsibility practices by the companies.
While conducting the practices of corporate social responsibilities, businesses often face issues
such as governmental permissions or cooperation of the employees to conduct corporate social
responsibility practices (Dawson, 2014). Thus, CSR issue management is of higher importance
in order to assure successful corporate social responsibilities are conducted.

5Company CSR and Corporate Communication Strategy
The role of CSR within the organization
The company Samsung has been taking several measures in terms of sustainable
approach. As the slogan ‘Planet First’ of the company states the organization gives the first
priority to the environment and its sustainability (Samsung.com, 2018). The company is
committed to its eco management initiative as per the environment declaration in 1992. Under
this initiative, the company is extremely focused on the adherence of the laws and regulations in
terms of environment (Samsung.com, 2018). As a sustainable approach, the company offers its
customers the environment friendly solutions so that the environment is not affected. The
organization has included eco management in its sustainable practices through which the
company has been taking several initiatives to reduce the greenhouse gases and to reutilize the
wastages in order to help in building an economy that is circular. From the year of 2009 to
present, the company has been able to reduce greenhouse gas in the phase of product use as it
reduced 250 million tons of CO2 (Samsung.com, 2018). Along with that, the newly developed
products are contained with compliances with 90% eco level standards. The other CSR activity
of the organization includes GHG emissions intensity 95% recycling rate of production wastage
(Samsung.com, 2018). The other major sustainable practice of the company is the reduced use
of water in order to preserve one of the most precious natural resources on earth.
The company is extremely focused on fulfilling green movement. As part of the green
movement, the workplace in Australia and in other countries of the company is designed with
green plants. Every employees working in the worksites surrounded by greenery become more
conscious with securing sustainable practices (Samsung.com, 2018). The company also shares
the sustainable value of environment management with the other companies with which the
Samsung is partnered with. In this way the organization attempts to build a safer and more
conscious supply chain. The company is focused on environment conservation and hence the
company uses materials in its products that are reusable (Samsung.com, 2018). The company
is in continuous research in order maximize the products resource efficient. From the very step
of developing of products to the stage of delivery, the company keep the environmental factors
in mind so that all the stakeholders including the customers, supply chin members, partners and
employees are benefitted by the sustainable practices (Samsung.com, 2018).
By conducting the CSR programs Samsung Australia conveys the messages to a wide
range of customer base that the company is maintains ethics in its business operation,
especially by conducting the sustainable practices (Samsung.com, 2018). In this way, the
company has been able to build a strong brand image as a trustworthy company. As mentioned

6Company CSR and Corporate Communication Strategy
in the above the organization includes every stakeholder from customer to employees in its
sustainable approach by sharing the value of sustainability (Samsung.com, 2018).
Role of CSR Issues Management for the organisation
The organization needs to manage the CSR issues like Employee Corporation in the
practice of corporate social responsibilities, the fulfilment of laws and regulations related
environment and so on (Samsung.com, 2018). The other major challenge that the company
face in terms CSR is the reduction of green house gases in its business operation. Being a
leading company in the electronics industry, every worksite of Samsung Australia are well
equipped with modern electronic devices like air condition machines and refrigerators and so on
that reduce high amount of greenhouses gases (Samsung.com, 2018). The challenge comes in
reducing the gases since the essential benefits to be given to the employees. Hence, in order to
mitigate the issue, the company has designed the every workplace with plotted plants so that
the emission of greenhouse gases and the preservation of environment can be balanced
(Samsung.com, 2018).
While conducting the corporate social responsibility practices, the company uses media
relations so that the sustainable practices are known by the customers and other stakeholder
while building a strong brand image of the company (Samsung.com, 2018). For example, the
events of corporate social responsibilities are covered by media houses in order to make them
reachable to the customers (Samsung.com, 2018). The company also organizes press
conferences before initiating an ay sustainable activity. For the purpose of communication, the
company publishes the news regarding every updates of sustainable practices by the company
over the official website of the company (Samsung.com, 2018). Along with news, in general, all
information related to corporate social responsibility practise is communicated through the
website of the organization.
Consistency of company corporate communication messages
Samsung every year modifies and develop strategies as well as goals for the initiative
eco management (Samsung.com, 2018). Every eco management initiative including the
greenhouse gas reduction, environment friendly product development, communication strategy
for every stakeholder and other CSR activities are disclosed by the company in a detailed
manner keeping the transparency in mind (Samsung.com, 2018). Thus for the purpose of
disclosure, a wide range of communication modes are provided by the company through which

7Company CSR and Corporate Communication Strategy
the every stakeholders of the company can get the information regarding CSR practices. The
company has set separate channels for different stakeholders (Samsung.com, 2018). For
instance, in order to inform the customers, press conferences, media coverage and public
relations are used by the company. On the other hand, in order to make the partners informed,
the email and letter services are opt by the company (Samsung.com, 2018).
On the other hand, the employees are informed through interaction sessions, meetings
and so on. The company for the purpose of informing every stakeholder about the CSR
activities of the company arranges annual meet where representatives of every stakeholders
are welcomed to take part in the sustainable practices enthusiastically (Samsung.com, 2018).
However, the main medium through which the stakeholders are informed about the CSR of the
company is its environment section of Samsung.com. On the other hand, Samsung also
organizes different campaigns such as awareness campaigns through which stakeholders and
community members are made conscious environment conservation (Samsung.com, 2018).
Several campaigns and initiatives like building schools, drinking water machine installing,
educational campaigns, and community development campaigns are organized by the company
as part of the corporate social responsibility practices (Samsung.com, 2018). Several initiatives
like public events promoting the awareness regarding the importance of nature. In the year of
2017, as an initiative to provide educational aid to the children the company has included the
environmental aspects into the curriculum of online programs in order to encourage more
students to take part in it (Samsung.com, 2018).
Overall evaluation of communication in the organization and specific recommendations
From the above analysis, it can be apt to state that the communication practices and
corporate social responsibility practices are effective. The CSR issues are rightly managed by
organizations assuring successful conduct of the practices. The reduction of CO2 while
manufacturing products or operating business operation, the usage of reusable materials in the
product development, designing the worksites with plotted plants, minimizing the use of natural
resources like water can be considered as effective corporate social responsibility practices
(Samsung.com, 2018). On the other hand the other external social responsibility practices are
like conducting awareness campaign on environmental conservation and providing several aids
to the unprivileged people can be defined as well planned and effective corporate social
responsibility initiative. The corporate communication strategy of the company is also effective
as a wide range of communication modes are provided by the company through which the every

8Company CSR and Corporate Communication Strategy
stakeholders of the company can get the information regarding CSR practices (Samsung.com,
2018). The company has set separate channels for different stakeholders. For instance, in order
to inform the customers, press conferences, media coverage and public relations are used by
the company. On the other hand, in order to make the partners informed, the email and letter
services are opt by the company.
All the above mentioned CSR strategies and communication strategies have been able
to position the company as a trustworthy socially concerned company. This enhances a strong
brand image of the company since the corporate social responsibility and corporate strategy of
Samsung make the customers to rely on the products of the company easily over other brands
in the electronics industry.
Even though, the corporate social responsibility strategies and corporate communication
strategies are well developed, some suggestive measures can be given in for further
improvement.
The company can include the social networking sites like Facebook, Twitter and
Instagram in the communication plan so that maximum customer base of the company can be
reached out. The social networking sites give the opportunity to reach out to the younger
generation more effectively since the use of social networking sites are high among them. On
the other hand, the use of social networking will be a more effective and cost effective than any
other communication mode.
The other recommendation is in terms of engaging the employees of the company into
the practices of corporate social responsibility in a more integrated manner. In order to
maximize the employee involvement, the company can develop a community of employees in
which the employees will be encouraging each other to take part in the corporate social
responsibility practices.
For more contribution to the society, the company must work on to improve the
technological aspects and include them in its products. For instances, the products must be
more eco friendly assuring they emit less green house gases or generate less UV and have less
impact on environment.

9Company CSR and Corporate Communication Strategy
Conclusion
Thus, in order to conclude, it needs to be stated that Corporate Social responsibility and
communication holds an immense importance for business and building strong brand image.
Thus, the report shedding light on the concept of corporate social responsibility and
communication, discussed several aspects like CSR issue management, communication
strategy of the company and so on. In the entire course of the discussion, the report particularly
focused on the issues related to corporate social responsibilities of the chosen company
Samsung Australia and will give possible suggestive measures in order to mitigate the issues.
The paper also gave possible suggestive measures in order to improve the corporate social
responsibility practices and communication of the company.

10Company CSR and Corporate Communication Strategy
References
Dawson, J. F. (2014). Moderation in management research: What, why, when, and how. Journal of
Business and Psychology, 29(1), 1-19.
Fooks, G., Gilmore, A., Collin, J., Holden, C., & Lee, K. (2013). The limits of corporate social
responsibility: techniques of neutralization, stakeholder management and political
CSR. Journal of business ethics, 112(2), 283-299.
Hammer, M. (2015). What is business process management?. In Handbook on business process
management 1 (pp. 3-16). Springer, Berlin, Heidelberg.
McWilliams, A. (2015). Corporate social responsibility. Wiley encyclopedia of management, 1-4.
Samsung.com. (2018). Eco-management | Our Commitment | Environment | Sustainability |
Samsung Australia. Retrieved from
https://www.samsung.com/au/aboutsamsung/sustainability/environment/our-commitment/
eco-management/
Samsung.com. (2018). Eco-management | Our Commitment | Environment | Sustainability | Climate
Action. Samsung Australia. Retrieved from
https://www.samsung.com/au/aboutsamsung/sustainability/environment/climate-action/
Samsung.com. (2018). Eco-management | Our Commitment | Environment | Sustainability | Eco
Conscious Products. Samsung Australia. Retrieved from
https://www.samsung.com/au/aboutsamsung/sustainability/environment/eco-conscious-
products/

11Company CSR and Corporate Communication Strategy
Samsung.com. (2018). Eco-management | Our Commitment | Environment | Sustainability |
Resource Efficiency. Samsung Australia. Retrieved from
https://www.samsung.com/au/aboutsamsung/sustainability/environment/resource-efficiency/
Samsung.com. (2018). Eco-management | Our Commitment | Environment | Sustainability | Eco
Conscious Worksites. Efficiency. Samsung Australia. Retrieved from
https://www.samsung.com/au/aboutsamsung/sustainability/environment/eco-conscious-
worksites/
Samsung.com. (2018). Eco-management | Our Commitment | Environment | Sustainability |
Sustainable Supply Chain. Samsung Australia. Retrieved from
https://www.samsung.com/au/aboutsamsung/sustainability/environment/sustainable-supply-
chain/
Samsung.com. (2018). Eco-management | Our Commitment | Environment | Sustainability |
Communication and Engagement. Samsung Australia. Retrieved from
https://www.samsung.com/au/aboutsamsung/sustainability/environment/communication-
and-engagement/
Samsung.com. (2018). Strategy | Sustainability | Samsung Australia. Retrieved from
https://www.samsung.com/au/aboutsamsung/sustainability/strategy/
Schwartz, M. S. (2017). Corporate social responsibility. Routledge.
Suliman, A. M., Al-Khatib, H. T., & Thomas, S. E. (2016). Corporate social responsibility. Corporate
Social Performance: Reflecting on the Past and Investing in the Future, 15.
Tai, F. M., & Chuang, S. H. (2014). Corporate social responsibility. Ibusiness, 6(03), 117.