Individual Report- CSR and Corporate Communication 2022

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Individual Report- CSR and Corporate Communication

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Abstract
The report documents the importance of Corporate Social Responsibility in a company and
essence of communication between the company and its stakeholders. In the report a
particular Food and beverage industry is taken into account to show how effective the
company’s social media platform is and what are the societal initiatives taken by the
company. the company’s current CSR report is viewed to identify its sustainable planning
and procedures. The report then explains the importance of active communication between
the company and the investors about its Social and Environmental role. it also highlights the
consequences lack of communication can lead to. Lastly it clarifies the dangers of empty
boasting by giving two corporate examples. The findings highlight value of communication
and the impact the company has to face if there is no proper corporate communication.

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Table of Content
1. Introduction........................................................................................................................4
Brand Communication and CSR............................................................................................4
2. Evaluation and analysis of the company's CSR activities..................................................5
Table 2.1: How 'green' is my company..................................................................................6
Table 2.2: Attributes of the CSR report.................................................................................9
3. Communicating about CSR.............................................................................................11
3.1 Dialogue or Corporate Communication....................................................................11
3.1.1 Importance of dialogue in a company.....................................................................11
3.1.2 Ways of Communicating about the CSR................................................................12
4. The lack of dialogue.........................................................................................................13
4.1 Consequences of Lack of Dialogue...........................................................................13
4.1.1 Organisational Issue...........................................................................................13
4.1.2 Consumer’s Distrust-.........................................................................................13
4.1.3 Tarnish Reputation.............................................................................................14
5. The dangers of empty boasting and CSR.............................................................................15
5.1 Empty boasting and reputation......................................................................................15
5.2 Corporate scandal 1........................................................................................................15
5.3 Corporate scandal 2........................................................................................................16
6. Conclusion...........................................................................................................................17

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7. Recommendations................................................................................................................18
8. Appendices...........................................................................................................................19
Appendix A. McDonald’s CSR report 2018-.......................................................................19
Appendix B. Coca Coca Scandal.........................................................................................19
Appendix C. Tesco Horse meat scandal..............................................................................20
9. References............................................................................................................................21

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1. Introduction
Brand Communication and CSR
Every company is adopting various environmental measures to be socially accountable. They
are initiating Corporate Social Responsibilities (CSR) to ensure a method of ethical process
of business which will bolster the company’s image and brand name (Argenti, 2015, p. 183).
Corporate Communication or Brand Communication should also be considered important for
a company. the company needs to create favourable points among the investors on which the
organisation is depended. By adopting brand communication techniques, a company can
update, educate, persuade, teach its shareholders about the company’s’ strategies, strengths,
ethics and fundamentals. hence this report is conducted to understand the importance and
significance of brand communication and how does it effect the company’s business and
brand name.

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2.Evaluation and analysis of the company's CSR activities
The company that was choose for its evaluation of its Corporate Social Responsibilities is
McDonald’s. Two table are drawn to analyse the initiatives taken by the company in societal
aspect. Table 2.1 is drawn to understand the importance of ‘green’ initiative for the company.
as is seen in table 2.1 that the most important action adopted by the company is, paper-based
packing as it can be composted. The quantity of plastics that is produce is reduced and is
recycled by the company (as seen in table 2.1). They have also adopted to sustainable
ingredient utilization like using of fresh beef, fish, palm oil and coffee. The main content of
the CSR report was to achieve sustainable society with food security, environmental actions,
better food quality and waste management program (refer to table 2.2). but the CSR report of
McDonalds need to be more systematic for the better knowledge of the consumers (see table
2.2).