Corporate Communication

Running head: CORPORATE COMMUNICATION
Corporate Communication
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CORPORATE COMMUNICATIONIntroduction
Corporate communication is a broad aspect of every organization, which is used for
communicating with the internal and external stakeholders of the organization. All the
companies to liable to have a good communication with the stakeholders regarding their revenue,
profits, future plans of business growth and corporate social responsibility (CSR) (Doorley &
Garcia 2015). These are done mostly through annual reports. The recent trend of communicating
regarding the corporate social responsibility is that companies are publishing a separate CSR
report that focuses only on the sustainability initiatives taken by the company and how much is
the progress year-on-year (Chaudhri 2016). This is a specific report, which helps the
stakeholders to understand the motives of the company to choose the specific CSR activities,
how those are aligned with the company objectives and how those are benefitting the society as
well as the company. Hence, corporate communication is an effective tool for communicating
with the customers and other stakeholders regarding various business operations of a company.
However, corporate communication strategies regarding corporate responsibility (CR) also face
challenges as the company needs to sound those initiatives as they matter not only to the
company but also for the community. As stated by Crowther and Seifi (2018), CR is a very
important part of the business operations of the companies and it must be communicated to the
stakeholders to make them understand about the company’s responsibility towards the
community, which helps in increasing the goodwill and image of the company among the clients
and other stakeholders. Thus, through this report, the necessity and the strategies of corporate
communication on corporate responsibility of M&M’s will be highlighted. This report will
elaborate the definition of CR, its importance in corporate communication, CR strategies of

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CORPORATE COMMUNICATIONM&M’s, its social and environmental benefits and internal and external benefits and CR
communication strategy of M&M’s using examples from different companies.
Discussion
Corporate responsibility (CR)
Corporate responsibility (CR), often termed as corporate social responsibility (CSR),
refers to the self-regulating business operations that make a company socially accountable for its
business operations (Leipziger 2017). CSR often includes various types of social development
and sustainability initiatives, which helps in the development of the society or a particular
section of the community and in sustainability. Any human activity has impact on the
environment and affects sustainability in the negative manner. It applies for industrial activities
also. Hence, it is responsibility of the organizations to take initiatives that would help them to
reduce their carbon footprint from the environment. Along with that, through CSR activities,
companies also help in giving back something to the society (Schrempf-Stirling, Palazzo &
Phillips 2016).
CR strategies
The primary factor of designing a CR strategy is that it must be aligned with the
corporate objectives and hence, it should be incorporated with the company business strategies
(Frynas & Yamahaki 2016). M&M’s is the flagship product of one of the largest confectionary
companies of the USA, Mars Wrigley Confectionery division of Mars, Incorporated. Hence,
while designing the CR strategies, these should be in line with the company objectives of Mars,
Incorporated. Apart from aligning the CR strategies with the business strategies, the company
should also take other strategies before designing and implementing CR initiatives, such as, it