Corporate Communication Strategy and CSR

0Running head: CORPORATE COMMUNICATION STRATEGY AND CSR
CORPORATE COMMUNICATION STRATEGY AND CSR
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1CORPORATE COMMUNICATION STRATEGY AND CSR
Executive Summary
The report is focused towards finding the effective ways corporate communications
management systems implemented across the corporate organizations. The specific aim is to
increase the knowledge of corporate communications and apply the same in the context of an
actual organization. The organization in focus for the study is Wesfarmers. The concepts of
Corporate Social Responsibility, Issues management, organizational communication and
integration of organizational processes have been essentially analyzed and discussed through
the report. The topic has been introduced in accordance of its significance towards the
organizational setup of Wesfarmers. Moving forward the concept of CSR and issues
management have been evaluated. The study has further evaluated the stakeholder
communication of Wesfarmers. The recommendation for better management and implications of
the study have been given subsequently.

2CORPORATE COMMUNICATION STRATEGY AND CSR
Table of Contents
Introduction....................................................................................................................................3
Integrating CSR and issues management theories.......................................................................3
CSR theories..............................................................................................................................3
Issues management...................................................................................................................4
CSR issues management..........................................................................................................4
Role of CSR within organization....................................................................................................4
Role of CSR issues management in organization.........................................................................5
Consistency of corporate messages in communication................................................................6
Overall communication evaluation and recommendations............................................................7
Conclusion.....................................................................................................................................9
References..................................................................................................................................10

3CORPORATE COMMUNICATION STRATEGY AND CSR
Introduction
The report is focused towards improving knowledge and understanding of corporate
communications that take place across various organizations. The organization in focus for the
study is Wesfarmers. The significant aspects of corporate communications in the organization
are analyzed through the study. Moreover the significant role of CSR within the functional
dimensions of Wesfarmers is essentially evaluated. There are specific issues affecting the
communication functions of the organization that are identified. Subsequently, the resolution of
the issues are recommended through the study. Corporate social responsibility and corporate
communications are both very important factors governing effectiveness of large organizations.
They have become central to the long term organizational growth and development.
Wesfarmers being a retail sector enterprise can be affected greatly by the factors. The study is
focused towards discussing the how corporate communications can be implemented in the
context of corporate social responsibility for the organization. Considering the larger
perspective, this can help towards finding the essential aspects of the subject matter in the
context of the wider corporate scene.
Integrating CSR and issues management theories
CSR theories
Corporate Social Responsibility or Corporate Social Responses are also known as CSR.
It can be defined as a business model that focuses on the maintenance of social accountability
for a company. CSR activities of organizations are focused towards contributing towards the
positive growth of the society. This includes economic, social and environmental growth of the
surrounding within which an organization operates (Maignan & Ferrell, 2004). There are many
theories in regard to CSR management across organizations. According to some theories CSR
should be viewed through the perspective of social obligation. Hence, the social obligation
theories focus towards the performance of those functions that are the most productive towards
establishing social values. CSR in other theories is to be treated as a stakeholder obligation.
The stakeholder obligation theory states that stakeholders on the whole should contribute
towards the positive development of all levels of stakeholders that are associated with its
business. The stakeholders are grouped into organizational, community, regulatory and media
(Dahlsrud, 2008). This theory wants organizations to focus specifically on those groups that are
directly or indirectly affected by the activities of the organization. The ethics driven theory of
CSR focuses on the ethical perspectives of CSR management considering social responsibility