Corporate Communication and Issues Management in Perspective of CSL Limited

The aim of the report lies in providing an insight into the Corporate Social Responsibility and the issues management in perspective of CSL Limited. The report discusses effective corporate social responsibility (CSR) as proactiveness of the organization in showing respect towards the interest of the society through demonstration of the ownership for impact that the activities have on stakeholders and the planet. On the other hand, issues management represents multidisciplinary perspective through which a particular organization identifies the key issues and prepares the appropriate response for each of the issue.

Running head: MANAGEMENT
Corporate Communication
Name of the Student:
Name of the University:
Author Note:

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Executive Summary:
The aim of the report lies in providing an insight into the Corporate Social Responsibility and the
issues management in perspective of CSL Limited.
CSL Limited represents one of the leading biotech companies of Australia that have delivered
and developed innovative influenza and biotherapies for saving lives and helping people from
the life threatening medical conditions. The company is driven by the passion of serving
thousands of stakeholders and patients across the world. The values of the company lay in saving
lives, protecting health of the people and earning the reputation as the reliable and the trusted
global leader.
However, the report discusses effective corporate social responsibility (CSR) as proactiveness of
the organization in showing respect towards the interest of the society through demonstration of
the ownership for impact that the activities have on stakeholders and the planet. On the other
hand, issues management represents multidisciplinary perspective through which a particular
organization identifies the key issues and prepares the appropriate response for each of the issue.
The report portrays how the concept of CSR has been accepted as one of the business strategy of
CSL Limited. It also portrays how the positioning of the CSR commitment of the company is
executed by the corporate communication team of CSL Limited. There is also discussion on the
issues management of the CSL Limited. Lastly, the report also puts forward feasible
recommendations and how they supported the brand reputation and image.

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Table of Contents
1. Introduction:...............................................................................................................................3
2. Integrating CSR and Issues Management....................................................................................3
3. The Role of CSR within the Organization...................................................................................8
4. Role of CSR Issues Management for the Organization.............................................................10
5. Consistency of Corporate Communication Messages...............................................................11
6. Evaluation of the Communication in the Organization and Specific Recommendations.........12
Conclusion:....................................................................................................................................13
References:....................................................................................................................................14

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1. Introduction:
Corporate social responsibility (CSR) represents self regulated business model that
enables a company in becoming socially accountable not only to itself but also the public and the
shareholders (Crowther & Seifi, 2018).
CSL Limited represents a reputed biotechnology company on a global scale that
develops, researches, markets and manufactures products for the prevention and treatment of
severe medical conditions in human beings (csl.com, 2019).
The report aims at discussing the CSR and the Issues Management (IM) in the
perspective of CSL Limited. The report commences with a literature review of CSR that also
considers development of CSR overtime. The report also puts forward an effective definition of
CSR. On a similar note, the report also discusses the literature review of the IM which is
followed by drawing relation between CSR and IM. The report also provides an insight into the
role played by CSR and IM at CSL Limited through analysis of various documents. There is also
a discussion on the consistency of CSR and the IM activities of CSL Limited in relation to
available reports, websites and various news articles. The reports then evaluate the
communication of the organization by mentioning specific recommendations which is then
followed by conclusion.
2. Integrating CSR and Issues Management
Definition of CSR
The concept of CSR has different definitions and is gaining prominence in today’s
corporate world. Lee, Park & Lee (2013) defined CSR as a panacea that would solve the social

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exclusion, poverty gap on a global scale and the environmental degradation. Jutterstr & Norberg,
2013 however defined CSR as a move towards the ecologically and socially sustainable future
via voluntary business activities. In a general sense corporate social responsibility refers to the
obligations of the firms towards the stakeholders and the society. Rexhepi, Kurtishi & Bexheti
(2013) pointed that CSR is defined as the activities and the status of the organizations in relation
to the responsibility of the perceived community. CSR is now developing in the fields of
management, marketing and ethics. The ethics comprises of the three types of the issues based
on the micro, meso and the macro level. The micro and the meso-level refer to the stakeholder
engagement and the micro refers to the particular code of the ethics.
Literature Review of Corporate Social Responsibility
According to Marques-Mendes & Santos (2016), CSR represents a four stepped process
which includes recognition or awareness of a particular issue, planning and analysis,
implementation and response to the policy development. The procedure of CSR also includes
stakeholder management, environmental assessment and the issues management. Maas & Renier
(2014) however mentioned that CSR acted as the link between the social initiatives and the
enhanced financial performance. On the other hand Manasakis, Mitrokostas & Petrakis (2013)
put across that CSR depends on the maximization of the profits in the competitive markets. In
the state of equilibrium firms are believed to sell neutral and ethical brands while the consumers’
selects their own brands based depending on the valuation of public goods. Nevertheless,
Schmitz & Schrader (2015) mentioned the relationship between the corporate financial
performance and the corporate social responsibility across eight different categories of the CSR
and derived that the different initiatives have significant varied impacts on the financial
performance.

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Osagie et al. (2016) put forward that an ordonomic approach might be used in the
business ethics for fostering not only efficient leadership skills but also encourage the CSR. The
ordonomic approach represents valuable framework for the discussion of the meaning and the
role of the ethics in CSR and effective leadership in age of globalization. In other words,
conceptually it refers to three tiered framework for analysis of the social interaction and the
society.
Figure 1: Conceptual Framework of the Three-Tiered Ordonomic Approach
Source: (Beckmann, Hielscher & Pies, 2014).
The framework helps in distinguishing amongst basic games of the antagonistic social
cooperation, meta-game of rule setting socially and meta-meta game of the rule finding
discourse. According to the researchers, the social interaction refers to the basic game which also
means cooperation is only possible by the presence and existence of institutions for the mutual

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advantage. Meta-game refers to the process of rule setting driven towards generating a social
structure which is mutually advantageous. On the other hand, meta-meta game acts as discourse
towards finding of rules. Thus, it refers to the discursive practice aimed at discussing semantics
with goal of development of shared perceptions similar to social interdependence of players.
Definition of Issues Management
Issues Management refers to the strategic and anticipatory management process that
enables an organization in detecting and responding accurately to the changes or the upcoming
trends in socio political ambience (Weiss, 2014). Such changes or trends often crystallize into
issues that refer to the situation which evokes concern and attention amongst the influential
stakeholders and the organizational publics. Organizations engage in issues management if the
decision makers actively look forward towards the response and anticipation in shifting the
perception and expectation of the stakeholders in having consequences for an organization.
Literature Review of Issues Management
According to Grunig (2013), issues management refers to proactive application of the
four strategically chosen options which includes:
 Strategic planning of business
 Getting the corporate responsibility of the firm in order
 Identification, analysis, terrain scanning, monitoring and priority setting
 Stronger defense and communication of smarter offence
Edwards & Bowen (2013) put across that there are varied models of issues management
comprising of five to ten steps that falls under the three main categories which includes:

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 Identification and analysis of issue
 Strategic decision making and action
 Evaluation
Identification and the analysis of the issue involve application of formal and informal
research for exploring the environment of the organization. It also involves monitoring which is
often implemented after the issue has met three criteria which involves listing in the standard
indexes, offering quantifiable threat, championed its potential or actual influence over an
institution or group.
Strategic decision making refers to the assembling of the right people, empowering them
with required information and identification of the measurable and realistic objective that ensures
development of efficient responsive and anticipatory strategy. Action refers to the clarity of the
objectives and the willingness towards necessary action.
Evaluation refers to the initiatives for the success of the issues management. The most vital
step in this case involves the setting of measurable and clear objectives.
Intersection of CSR and Issues Management
CSR is linked to the issues management via two different ways (Yawar & Seuring,
2017):
 Through providing required intelligence for the identification of the issue and as the
source of the information about the CSR risk.
 By putting forward efficient means for responding to them

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However, the need for such means along with an effective performance of CSR depends on
managing the relationship with the stakeholder. It only through the enhanced understanding of
international standards and norms and proper management of stakeholder dialogue that
companies are able to understand and comply with the expectations of the stakeholders and by
linking the CSR and the process of issues management are able to successfully manage CSR
issues.
3. The Role of CSR within the Organization
Main Features of CSR Practices and Communication within Organization
In CSL Limited, Corporate Social Responsibility (CSR) implies conduction of the
business not only in ethical terms but also in a manner that contributes to social, economic and
the environmental well being of the communities (corporateresponsibility.csl.com.au, 2019). The
company also believes that behaving in a responsible manner is crucial to the maintaining
sustainability of the company. Moreover, the company aligns its business goals with the CSR
thereby ensuring that it complemented the unique capabilities and the benefits of its diverse
stakeholders.
As far as the communication activities are concerned, in addition to the formal
obligations of disclosure under the rules of Corporation Act and ASX Listing, the board has
adopted various ways of communication with the investors and the stakeholders. This includes:
 Half yearly annual report and the shareholder review
 Posting of media releases, notices related to the voting results and the general meetings,
public announcements and various other information related to the investors on the
CSL.com

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 General annual meetings that included webcasting that permitted the stakeholders across
the world in reviewing proceedings.
.
Stakeholder Engagement in Relation to the CSR Program Issues
At CSL Limited the engagement of the stakeholders are considered as foundation of the
corporate social responsibility. The key stakeholders of the company who potentially impact the
operations of the firm and are also interested in the strategic priorities includes employees,
investors, patient groups, regulators, government, suppliers, healthcare professionals, business
partners, plasma donors and the scientific and the academic community (csl.com, 2019). The
company engages with each of the identified shareholder group for understanding not only their
expectations but also providing a response to the various concerns and interest. The company
strives in establishing the appropriate channels for engaging with each of the stakeholders
thereby ensuring that they are able to voice the concerns and perspectives of the value chain. The
commitment of CSL not only lies in developing active listening in regard to changing
expectations of diverse stakeholders but also in the transparent disclosure on how the company
addresses the expectations.
The external disclosure and communications policy puts put forward ways where the
CSL Limited interacts and communicates with the stakeholders, encourages and facilitates the
participation at the stakeholder meetings and how the stakeholders elects in order to receive the
electronic communications. CSL limited also ensures that the shareholders have a complete
understanding of the strategies and the performance of the company and also undertakes number
of analyst investor presentations and analyst briefings every year in New Zealand and Australia.
Such updates provide opportunity for the investors, analyst and the shareholders for speaking

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directly with the senior management and also ask questions. The board remains committed
towards monitoring the ongoing developments that might enhance the communication with the
shareholders that included regulatory changes, technological developments and continuation of
the best practice in market and towards implementation of changes towards the communications
strategies of the CSL limited as and when it is practical enough for reflecting such developments.
CSR not only improves the public image of the company but also its reputation.
Businesses remain aware of public particularly the target audience and having a positive
perception towards them. A company following CSR ensures caring about the customers, society
and the environment as whole. In other words, CSR also enhances the reputation of the company
and encourages public in taking them seriously.
4. Role of CSR Issues Management for the Organization
CSR Issues that the Company Needs to Manage:
CSL Limited have integrated the CSR issues into the system of the companies
governance that formed the basis of the comprehensive inclusion of the social, environmental
and the governance factors into the strategic decisions, planning and the operations of the
company. It thus helps the company in developing a strategy behind the CSR choices for handing
the issues of the social responsibility at the managerial level and also coordinating and
monitoring the operational decisions. Corporate Governance is related to the relationship that
CSL Limited maintains with the stakeholders and the shareholders (csl.com, 2019).
In order to achieve this CSL Limited relies on its 22,000 employees across the globe for
delivering the promise to the communities and the patients. The firm thus makes it a point in
continuously in the workplace and the employees. The company also tries in building flexible,

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diverse and an engaging workplace where the individuals are investing constantly on the
employees and the workplace thereby ensuring that they have a promising future. In fact it
represented a workplace where the people innovated and collaborated around the global
challenges where everyone can make difference. In this context, the international advertising
campaigns and the recruiting events allowed the team in targeting the talented populations that
included the scientist and the engineers.
CSL Limited is also planning to leverage the technologies for the talent discussions/
reviews for tracking the participation of the manager and the employee participation in the
development of planning, career conversations and the development courses for ensuring
investments in the areas thereby making positive difference. The company also undertakes
assessment of the retention risk of the key leaders through implementation of intervention that
includes job movement, skills training, reward strategies and mentoring.
Explain how CSR Issues Management Affects the Brand and Reputation of Organization
CSR issues management has led to the increase in the global workforce of CSL Limited
by about 13 percent (csl.com, 2019). In fact, this has led to the continued growth of the
workforce for accommodating an expanded network of the plasma centre, created an increasing
market presence in over 60 countries.
5. Consistency of Corporate Communication Messages
CSL Limited maintained consistency in its corporate communication messages by
providing the following guidance (csl.com, 2019):

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 Exposure to the kind of information that requires disclosure including the examples of the
practical application of rules.
 Providing the practical guidance for dealing with the media and the market analyst.
 Identification of the correct channels for passing any sensitive information related to the
market whenever it comes to the hand.
 Establishment of the regular occasions where the directors and the senior executives are
prompted actively for considering whether there is a existence of the market sensitive
information that requires disclosure.
 Allocation of the responsibility for approving form and substance of public
communications and disclosure with the investors.
6. Evaluation of the Communication in the Organization and Specific Recommendations
Recommendation 1: Considering the Impact of Word of Mouth on the Consumers
It is recommended that CSL Limited should concentrate on three key areas like initiating
communication with the with the consumers for making them feel better, draw a connection
with the consumers so that they remain connected and there is a certain amount of likeability
about the company amongst the consumers. This will help in stimulating positive Word of
Mouth (WoM) communication. It is therefore important to note that consumers will only resort
to (WoM) if they have a good image regarding the company.
Recommendation 2: Considering the Impact of Greenwashing or Green Marketing
Greenwashing or also known as green marketing is a kind of spin where the company
uses marketing strategies for promotion of the perception that aims policies and the products of
the company environment friendly. Greenwashing has its own advantages for the firm. It allows

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the firm in entering newer markets It also allows the firm in gaining increasing amount of profit
by helping the consumers in making informed choices through the awareness campaign. It also
helps the firm in gaining competitive advantage as the company now acts as the more
responsible or conscious leader with the industry. It also leads to the creation of wider choice in
the marketing points that can not only ne promoted but also discussed with the consumers.
Greenwashing also helps in raising the awareness of the social or the environmental issues
thereby providing greater momentum towards an event, training workshop or campaign.
Conclusion:
On a concluding note, it can be said that the marketplace of CSL Limited is not only
complex but also diverse thereby presenting various challenges and opportunities. It is to be
noted that that the company is able to protect its reputation along with a sustainable
organizational growth by following CSR and appropriate communication strategies. Besides, the
Code of Responsible Business Practice is also enabling CSL Limited in underpinning its
operation with highest level of integrity in marketplace. However, the market practices remain
governed by the procedure and specific policies, mechanism of internal compliance and the
control system.

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