7001MKT Company Communication Report: CSR and Communication Strategy

This report delves into corporate communication, focusing on the integration of Corporate Social Responsibility (CSR) and issue management within an organization, using Marriott Australia as a case study. It defines CSR and issue management, exploring their roles and the importance of aligning them for effective stakeholder engagement. The report highlights the significance of CSR in fostering positive relationships with stakeholders, managing issues, and maintaining consistent messaging across various communication channels. It evaluates Marriott's CSR practices, communication strategies, and their impact on the company's image and stakeholder relations. The report also provides recommendations for enhancing corporate communication to improve organizational performance and societal impact. Desklib offers a variety of resources, including past papers and solved assignments, to aid students in their studies.

Running Head: Corporate Communication 1
Company Communication Report: Company CSR and Communication Strategy
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Corporate Communication 2
Executive Summary
Corporate communications includes activities that are undertaken in the management of
communications. It also involves the arrangement of communication both internally and
externally. Corporate communication is aimed at creating conducive working climate for
different stakeholders in the business environment. The communication takes place where a
message is made to all the stakeholders of the organization. The message usually has a common
content to all the stakeholders. In corporate communication there are three main communication
schemes. The schemes are as follows. First is the management communication which takes place
between the management and the other business stakeholders both internal and external.
Secondly is the marketing communication that involves advertising, pricing as well as
sponsorship activities. Most organizations do invest most in this communication since it is
focused on increasing market share. Lastly there is the organizational communication that deals
with public affairs, public and investor relations, environmental communications and employees’
communications. The communications have the role of harmonizing all communications of all
stakeholders within a business organization. Corporate communication is also responsible for
connecting the management to the public relations and market communications. Corporate
communication has several advantages to the organization some of which are discussed below.
First, they ensure the survival, development and change in the business organization. This results
from the management of resources of new media while implementing the business cultural
changes. Corporate communication also results in corporate branding. They do promote the
profile of company’s brand enhancing its development. The paper discusses corporate
communication in a way to help expand the knowledge on the topic and to ensure that there is
proper execution of the corporate communication.

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Table of Contents
Executive Summary.....................................................................................................................................2
Company Communication Report: Company CSR and Communication Strategy........................................4
1.0 Introduction...........................................................................................................................................4
1.1 Purpose of the report....................................................................................................................4
1.2 scope of the report........................................................................................................................4
1.3 Marriot Australia corporate brief description................................................................................4
2.0 Integration of CSR and issue management...........................................................................................4
2.1 Definition and Discussion of CSR...................................................................................................4
2.2 Definition and Discussion of issue management...........................................................................5
2.3 CSR issue management..................................................................................................................6
3.0 Role of CSR within an organization........................................................................................................7
3.1 Main features of CSR practices and communication within an organization.................................7
3.2 Key stakeholders in relation to CSR communication issue by the company..................................8
4.0 Role of CSR issue management on issues of an organization................................................................9
4.1 Main feature of CSR issue that the organization needs to manage and the use of media relation
.............................................................................................................................................................9
5.0 Consistency of company corporate communication messages.............................................................9
5.1 The consistency of messages being communicated to key stakeholders by the company in terms
of the company image, CSR activities..................................................................................................9
5.2 Consistency in other corporates communication areas not related to CSR i.e. main stream
commercial marketing initiatives, initiative with other stakeholders like employees......................10
5.3 Messages with respect to different stakeholders........................................................................10
6.0 Overall evaluation of communication in the organization and recommendations..............................11
6.1 Recommendations on the cooperate communication.................................................................11
7.0 Conclusion...........................................................................................................................................11
References.................................................................................................................................................12

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Company Communication Report: Company CSR and
Communication Strategy
1.0 Introduction
1.1 Purpose of the report
The paper discusses the corporate communication topic in a detailed manner. The study is
expected to give an insight on the topic and give recommendations on its application. The study
uses the Marriot Australia’s corporate reputation as a reference and an instrument to enhance
deeper understanding on the topic. As a result the reader will gain extensive knowledge on
corporate communication.
1.2 scope of the report
The paper aims at giving an insight on corporate communication. In addition, the paper will offer
guidance on the proper execution of corporate communication within an organization. This is
aimed at giving the reader knowledge on the topic. It will also provide the necessary guidelines
on how to execute corporate communication.
1.3 Marriot Australia corporate brief description.
Marriot Australia Corporate is an international corporation that offers tourism services. The
company was initiated by J. Willard and Alice Marriott. The company has 133 branches all over
the world. The company is acknowledged for the high quality services it offers. The company is
also known for its support to the community. As a result the company has won several awards
for its commitment to giving service to the community. The company has consistently received
profits standing out in comparison to other companies in the field. The success is owed to the
good governance of the company. More so the company creates a good business environment by

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giving proper care to their employees (Marriott careers, 2018). As a result of the employees do
give high quality services creating a good business reputation.
2.0 Integration of CSR and issue management
2.1 Definition and Discussion of CSR
Corporate Social Responsibility (CSR) is defined as a system that helps in organization
integration and environmental concerns in accordance to the organization’s activities and in
relating with the various stakeholders of the organization (What is corporate social
responsibility?, 2010). The key environmental factors catered for are the historical and cultural
environments. This responsibility neither affects the rules and regulations of the cooperation nor
interferes with the political nature of the organization. The responsibility of the CSR is mainly to
creating opportunities for the expansion of the business (Lester, 2009). The CSR discusses the
goals of the business aimed at making a positive change in the society. By doing so it describes
the chances that the business has for expansion through innovation and commitment. It also
ensures that the organization fulfills its obligations to the society (Khan, Khan, Ahmed & Ali,
2012). Among the key obligations include the observance of human right of the people in the
society and taking care of the environment surrounding the organization. As a result it sets the
business on a high standard since it is able to develop good relationship with the society. In the
case of Marriot Corporate they do discharge their CRS through giving back to the environment.
They do achieve this by offering shelter and food to the vulnerable in the society (Spirit to serve
our community, 2008). More so they do take care for the environment and offer employment and
training opportunities to children in the hotel career. The corporate also offers chances for the
people with disability in the society as a way of promoting diversity in the society. As a result
the company has earned itself several global awards and global recognition.

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2.2 Definition and Discussion of issue management
Issue management is described in different ways depending on the stakeholders. According to
the general public issue management is viewed as the management of organization and
community resources with respect to public policy (Jaques, 2008). The public policy aims at
reaching a mutual responsibility between both the stakeholders both in the society and in the
organization. In the organizations perspective issue management is viewed as a process whose
aim us to help realize more assets in a business. This is achieved through maintain of the
business market, creating a good business image to the consumers and creating new business
opportunities for investment. In return the organization realizes growth to the benefit of its
stakeholders. This can be well illustrated in Marriott corporate since they have been realizing
significant growth in the organization. The growth in the business is cited to be as a result of
good organization and good management (Marriott International, Inc, 2014: Marriott
International Inc, 2017). The growth realized has increased the profit made by the corporate. In
return there is an increase in the dividends for the stakeholders. Issue management has several
key roles to play in any organization. Among the responsibilities include; it is responsible for the
identification and evaluation of social and political factors that may have a direct impact on the
organization. After the factors are realized they are responded to so as to avoid them from
negatively affecting the business. The management also enhances the performance of the
corporate. The performance is evaluated both on long-term basis and on short-term basis. It is
also concerned with the planning of the business and with developing a good relationship
between the organization and the society.
2.3 CSR issue management
The CSR issue management determines the relationship between the organization and the
society. According to a research performed in the US it was observed that approximately 50% of

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the consumers have boycotted the products they used to buy (Nylander, 2010). The keys causes
of the boycott have been cited as follows. One the boycott is as a result of bad customer services
offered by the investors. Poor quality products and poor environment are also among the major
causes of the boycott. The research illustrates on the need to develop a CSR issue management
within an organization. The CSR issue management plays a great role in bringing together the
consumers and the producers. It also determines the future of any organization with respect to its
relation with its consumers. Marriott international can serve as a good example of an
organization that has developed a CSR issue management. As a result of this development it has
been able to deliver quality services to its consumers. In addition, the development has enhanced
good relationship between the community and the society (Spirit to serve our community, 2008).
It has helped in protecting the environment by promoting greener pasture within their locality.
Due to this community supporting services the company has realized a significant growth. The
growth has been contributed to by the willingness of the society to work with the corporate since
it is helping uphold their diversity.
3.0 Role of CSR within an organization
3.1 Main features of CSR practices and communication within an organization
In many cases CSR is associated with change in an organization. This creates the need for a good
interaction within the organization on the changes. The communication is necessary for
providing ways through which the organization can adjust in accordance to the change. CSR
communication plays a great role in implementing the CSR in an organization. There are two
min ways through which the implementation is enhanced. One whenever responsible managers
are making decisions they do put every business stakeholder into account (Gligor-Cimpoieru &
Munteanu, 2014). The decision may be made concerning the development of the organization. In
such a case the business should communicate with the community as a stakeholder on the

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community projects that the business can enlarge or assume. As a result of this communication
the business is able to come up with a good strategic approach of CSR. The same applies for the
other stakeholders in the business they should be given a chance to give their opinion on the
move as the company expands. Marriott corporate acts as a good reference since it assumes a
bigger role in the society as it grows bigger. In their 2017 sustainability and social impact report
the organization has given its strategic plan on how it will be assuming roles in the society (2017
Marriott sustainability and social impact report, 2017). This portrays an organization with a good
CSR and communication relation. In return the company has lured for support from other global
organizations in their support. It has also received commendations and presents form the
international community. The essence of this is to challenge other organizations to follow the
same idea and bring a change to the community. Secondly the CSR communication relation
helps realize a win-win situation. This is a situation where the society benefits from the
organization and on the hand the company benefits from the society. As a result of this there is a
good relationship developed that results in success of the stakeholders.
3.2 Key stakeholders in relation to CSR communication issue by the company
A business has to have various stakeholders for it to succeed. Therefore there must be various
parties involved in a business field. As a result of the various parties having different interests in
the business there is a relationship between the CSR and the stakeholder’s involved (Alrousa &
Bader, 2015). The various interests of the stakeholders and those of the organization do help
make an amicable business environment. Managers should therefore involve all the parties
involved in their decision making so as to avoid contradiction of interests that may lead to the
failure of the business. Among the key stakeholders include the consumers who need the
producer to meet their requirement in order for them to purchase the produced goods. In return
companies as the other key stakeholder produce high quality products and services. The aim of

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the production is to make sure that the company acquires the necessary market share and creates
confidence to the consumers. This helps realize a mutually beneficial situation where both parties
get satisfied. The other key stakeholder is the government. The government develops policies
that govern the corporates. With good policies the business will achieve better financial results
(Baric, 2017). In return the business will pay more revenue to the government helping in raising
the living standards of people within the community (Great place to work, 2018). In addition, the
business will be able to offer more support to the community. Marriott corporates portrays this
relationship by increasing their support to the community following more profits (2017 Marriott
sustainability and social impact report, 2017).
4.0 Role of CSR issue management on issues of an organization
4.1 Main feature of CSR issue that the organization needs to manage and the use of media
relation
Over investing in CSR does increase costs and cause reduction in the opportunities for exploiting
resources for profit maximization (Lin, Chang & Dang, 2015). As a result conflicts arise among
the different stakeholders in the business. This leads to collapse of the business. There is
therefore the need to find alternative ways to maximize the business profits other than solely on
the CSR. Among the alternatives include the use of media relation for advertisement of the
produced goods. This will result in high sales resulting to high profit within the organization
instilling confidence among the different stakeholders. There is therefore a need to have
alternative methods of marketing the business in addition to CSR.
5.0 Consistency of company corporate communication messages
5.1 The consistency of messages being communicated to key stakeholders by the company
in terms of the company image, CSR activities
Communication is a very vital factor in any business development since there is need to keep the
stakeholders updated on the going of the business. Communication helps in creating a good

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relationship between the management and other stakeholders in the organization (Milas, Boric,
Zigic & Barney's, 2014). It also aids in the development of company strategies which in turn
determine the organizations development and survival (Dimitrova, 2016). There is need to know
what should be placed in the messages sent to stakeholders in order to determine their relevancy.
There are several things that the management should consider while disclosing any information
to the members. They include; business CSR should not be disclosed to external factors since
they hinder the company from realizing success of its own developed principles (Tonello, 2011).
The information shred should lower the doubtful character among the various stakeholders. In
cases where the message delivered stirs such a character the stakeholders may offer resistance to
the plans of the group. This may be on the basis of the thought that the initiative is meant for
self-profiting.
5.2 Consistency in other corporates communication areas not related to CSR i.e. main
stream commercial marketing initiatives, initiative with other stakeholders like employees
Corporates do often share their dreams among their key stakeholders so that they can develop
their visions towards a given goal (Cornelissen, 2010). In most case many corporates do
advertise themselves using their visions. However it’s not a good idea for any organization to
share its dreams with another organization. In support some scholars do argue that some business
will struggle to attain your dream before the envisioned organization. In return the organization
will dominate the market the market at the expense of the others. In addition there is an argument
that upon sharing of ideas corporates can join together to achieve a common dream. This is said
to be much compared to a situation where the corporate struggles alone.
5.3 Messages with respect to different stakeholders
Managers have the mandate to execute laws that are thought to result to development at the long-
run. But since the business is not isolation it has several factors that affect it there is the need to

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give them a consideration. Among the key pillars of a business are the stakeholders since they
are the controllers of the business. It is therefore advisable for the management to include them
during decision making so that they can give their opinions. As a result the management needs to
develop some characters that will help in promoting their ideas and justifying them. For them to
successfully convince of their ideas the y should first create awareness among the stakeholders,
build support for their ideas and make the change a reality (Carr, Howells, Chang, Hirji &
English). In addition they should support their ideas with both business effects and emotional
effects.
6.0 Overall evaluation of communication in the organization and
recommendations
6.1 Recommendations on the cooperate communication
A company with positive record does realize a large number of customers. This result from the
confidence within the consumers that the services and products offered is of high quality. As a
result the company is able to realize maximum profit to the benefit of the stakeholders. The good
profile is usually a result of CSR. The company consumers do often become ambassadors of the
business since they have realized the goodness of the company’s products. In most cases a good
CSR develops from good communication skills within the business organization. Therefore
communication skills are a vital business tool that often determines the destiny of an
organization. Companies should develop a responsibility to develop good communication skills
within the organization. In doing so they should emulate the Marriott corporate since it has
proved to be a good example.
7.0 Conclusion
The CSR motivates, attracts and enhances competition in a business field. As a result business
strives to offer the best to their consumers. This helps the field participants to realize a mutual

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benefit. The increased benefits results from the increased profits realized in the business.
Following the community support, the business realizes significant support for their goods from
the community. This leads to development in the society. Following the good relationship
developed there is good communication between the various stakeholders. Following the positive
impact that comes along with CSR every business should make it a responsibility to develop this
quality within it. Also the management of the organizations should involve the stakeholder sin
their decision making process so as to avoid conflicts in the business community. Lastly, the
international community should continue to commend and reward the businesses with qualities
that do enhance integration and development.