CSR Communication Strategy Evaluation

This dissertation investigates the impact of communication strategies on the corporate social responsibility (CSR) activities of an event venue, using Hyde Park in London as a case study. It examines various CSR activities adopted by Hyde Park, evaluating the effectiveness of its communication strategies in building brand image and stakeholder trust. The study employs a mixed-methods approach, combining qualitative data (thematic analysis of interviews and documents) and quantitative data (survey results) to analyze consumer perceptions and the company's practices. The findings reveal that Hyde Park's CSR activities, particularly its ethical practices and environmental initiatives, are highly regarded by consumers and contribute significantly to its brand reputation. The study also identifies the corporate website as a key communication channel for disseminating CSR information. The dissertation concludes that effective communication is crucial for successful CSR implementation, enhancing brand loyalty, and achieving organizational objectives.

Dissertation
An evaluation on how communication
strategy impact CSR of an event venue: A
case study of Hyde Park London UK

EXECUTIVE SUMMARY
Global business perspectives have developed the effectiveness of organizational growth
and development within this highly competitive market. Enterprises are expanding the operations
and growth prospects in order to create favourable impact on the efficiency of the firms.
Corporate social responsibility is a concept whereby companies seek to adopt effective measures
to behave responsibly within the market and create an effective impact on the overall growth and
development of the firm. CSR activities helps the businesses in developing a responsible image
of the company within the society and its stakeholders. Companies are incentivized to engage in
socially responsible programs as it provides potential benefits to the business which includes
brand enhancement, market differentiation and employee satisfaction. CSR communication is
significant for the company because it is important for the company to influence target audience
within the market to efficiently determine the organizational objectives and develop effective
interpretation of the activities that will be adopted by the firm towards social responsibility. For
the present study Hyde Park has been taken to understand the roles and responsibilities of CSR
activities for an event venue and various communication strategies that the company adopts in
order to develop an effective brand image within the market. The analysis and findings of the
report has helped in understanding that upcoming trends and measures has developed a wide
impact on organizational growth. Hyde park has adopted effective measures of growth within the
organization. Measures such as developing high employee commitment, Developing responsible
communication and creating society engagement are the major trends that are adopted by the
businesses now.

TABLE OF CONTENTS
CHAPTER 1 INTRODUCTION.....................................................................................................1
1.1 Background of the study...................................................................................................1
1.2 Rationale of the study.......................................................................................................2
1.3 Research aims and objectives ..........................................................................................2
1.4 Research questions...........................................................................................................3
1.5 Significance of the study..................................................................................................3
CHAPTER 2: LITERATURE REVIEW.........................................................................................4
2.1 Introduction......................................................................................................................4
2.2 Corporate social responsibility ........................................................................................4
2.3 Types of CSR activities undertaken.................................................................................7
2.4 CSR communication.........................................................................................................8
2.5 CSR communication trends............................................................................................10
2.6 Challenges of CSR communication................................................................................12
2.7 CSR communication for Hyde park...............................................................................12
2.8 Conclusion......................................................................................................................14
CHAPTER 3 RESEACH METHODOLOGY...............................................................................15
3.1 Introduction....................................................................................................................15
3.2 Research philosophy.......................................................................................................16
3.3 Research approach..........................................................................................................17
3.4 Research strategy............................................................................................................18
3.5 Research choices............................................................................................................19
3.6 Time Horizon..................................................................................................................20
3.7 Techniques and Procedures ...........................................................................................20
3.8 Research Limitations......................................................................................................22
3.9 Ethical issues and considerations...................................................................................22
3.10 Conclusion....................................................................................................................22
CHAPTER 4: DATA ANALYSIS ...............................................................................................24
4.1 Introduction....................................................................................................................24
4.2 Thematic analysis...........................................................................................................24

4.3 Conclusion......................................................................................................................34
CHAPTER 5 CONCLUSION........................................................................................................35
REFERENCES..............................................................................................................................37
APPENDIX....................................................................................................................................41
A 1. Reflective statement.....................................................................................................41
A 2. Questionnaire for consumers .......................................................................................42

CHAPTER 1 INTRODUCTION
1.1 Background of the study
Global business perspectives have developed the effectiveness of organizational growth
and development within this highly competitive market. Enterprises are expanding the operations
and growth prospects in order to create favorable impact on the efficiency of the firms.
Competitiveness is the basic attribute of the market and to deal with the same businesses has
adopted unique strategies and measures to fight out the tough competition (Raupp, 2011).
Corporate social responsibility is a concept whereby companies seek to adopt effective measures
to behave responsibly within the market and create an effective impact on the overall growth and
development of the firm.
CSR activities helps the businesses in developing a responsible image of the company
within the society and its stakeholders. Companies are incentivized to engage in socially
responsible programs as it provides potential benefits to the business which includes brand
enhancement, market differentiation and employee satisfaction. The effective implementation of
CSR activities within the business units helps the organization in creating profitable impact on
financial statement s well . A well developed and effective measures of communication is thus
significant to attain the required results for business growth. Failure in communicating the CSR
activities to the target audience results and hampering the business benefits that might be
expected by the company in due course of time.
According to Sunil and et.al, 2014 CSR communication is significant for the company
because it is important for the company to influence target audience within the market to
efficiently determine the organizational objectives and develop effective interpretation of the
activities that will be adopted by the firm towards social responsibility. CSR communication
helps in engaging the individuals with company in order to develop an effective brand image
within the market. According to Parguel, Benoît-Moreau and Larceneux, 2011 the core purpose
of CSR communication is to deliver right message to target audience through most effective
medium to develop required understanding for them. Effective communication strategies can
help to create and deliver a message that is most beneficial to the company (Münstermann,
2007).
1

The present report will focus on analyzing the effective measures that the companies will
adopt and initiate in order to create an effective impact on the growth and development of the
company. For the present study Hyde Park will be taken to understand the roles and
responsibilities of CSR activities for an event venue and various communication strategies that
the company adopts in order to develop an effective brand image within the market. The in depth
analysis of CSR measures will be developed and applied in the study to enhance success
prospects f the company. The research will evaluate various means adopted by the company to
develop an high growth measures for the company.
1.2 Rationale of the study
A research is developed to create an in depth analysis of the given topic and its impact on
the business working to gain a wide knowledge about the measures that the companies adopt and
the impact of knowledge on the growth prospects of individual firm or industry as a whole. The
current study seeks to analyze the impact on communication strategies on CSR activities of the
company. The increasing demand market competition and high rate of growth prospects for the
companies demands high influence of the companies on the consumers. The present report
develops an effective understanding about CSR activities the companies adopt and its impact on
the buyers, stakeholders and society as a whole.
The current research is developed to enhance the growth and development of the
company on the organizational development measures. The effective analysis of the study and its
impact on the consumers demands helps in analyzing the factors which helps in developing
effective CSR communication. The report seeks to evaluate effective measures to enhance
performance of company by implementing effective measures of CSR communication. The
research thus will evaluate various measures and means which helps in influencing people and
stakeholders towards organizational growth.
1.3 Research aims and objectives
The aim of the research is to evaluate the impact of commutation strategies on CSR
activities of Hyde Park which is an event venue situated in London. To achieve the aim of the
study the objectives developed are:
 To analyze various CSR activities adopted by the businesses
 To evaluate the impact on communication on CSR activities
 To examine the trends in CSR communication
2

 To investigate the challenges faced by business in CSR communication
1.4 Research questions
Research questions to achieve the objectives of the study are:
 What are various CSR activities adopted by Hyde park?
 What is the impact on communication on CSR activities in Hyde park?
 What are various trends in CSR communication?
 What are the challenges faced by Hyde Park in developing CSR communication?
1.5 Significance of the study
The significance of the study depicts the value of the analysis and its impact on further
evaluation of the topic. It also indicates the significance of the study and its contribution for
present day literatures and researches. The research helps in developing an effective framework
of the study on the academic as well as business perspective. The current report focuses on
analysing various communication strategies that the companies adapt for CSR activities and its
impact on the organization as well. The study establishes an effective link between theoretical
perspective and practical application of the research topic. It carries out an extensive research for
developing high growth measures for the company for creating high impact on organizational
development. The extensive study conducted on the proposed topic will help research aspirants
and students in developing a conceptual idea about facts and figures related to the topic. This
data helps in developing an effective research study about the strategies and measures adopted by
companies in order to promote and enhance CSR communication. Moreover the study will be a
useful base for developing further researches on similar topics for the study.
3

CHAPTER 2: LITERATURE REVIEW
2.1 Introduction
This section of the dissertation develops a crucial part of the study. It helps in creating a
fundamental base for overall evaluation which is intended for the given study. Reviewing the
literature considers a process where the researcher review the past data, trends and records which
has been conducted on similar issues and topics in order to gain a wide idea about them. This
helps in developing an in-depth understanding of the topic and policies considered for the study.
Present study focuses on analysing the impact of communication strategies on the CSR activities
of event venue. In order to attain the objective of the given report literature review will help in
developing an in-depth secondary research for the proposed topic. It will help in evaluating all
the strategies and tools which helps the business units in order to deal with such issues. In this
context, books, journals and online content have been used to collect necessary secondary
information.
2.2 Corporate social responsibility
Concept
The business units operate into the competitive environment with crucial motive of
earning profit. In order to attain this profit often businesses overlooks the ethics and social
responsibility towards the society and environment as well. Corporate social responsibility is an
useful tool for companies to engage in environmental and social projects which acts as an
effective marketing tool to gain more and more popularity within the market. Corporate Social
Responsibility is a corporate self regulation which is integrated into a business model. According
to Cadbury, (2006) functions of CSR act as self-regulatory mechanism whereby a company or
business monitors its active compliance along with the ethical standards. It can be regarded as
the business practices which involves participation in the events that offers benefits for the
society (Cadbury, 2006). This acts as one of the major business responsibility in this highly
competitive market.
CSR is an effective part of a business activity as it helps in creating a significant impact
on the promotion of business units. It plays a leading role in developing brand image within the
highly competitive market. Various strategies are implemented within a corporate units in order
to develop an effective measure to promote and develop social responsibility (Carroll and
4

Shabana, 2010). Recent studies and researches suggested that it is critical for the companies not
only develop CSR activities but also to communicate them within the market. Market is
increasingly demanding high level of transparency. AS per the McWilliams, Siegel and Wright,
(2006) these activities involve various stakeholders into business decisions in order to enhance
the credibility and trust of business. This aspect has become very essential for the companies in
order to create shared value for business and society. Sustainability is not only essential for the
planet and its people but it is also vital for business success (McWilliams, Siegel and Wright,
2006). It is taken as the concept though which business achieves a balance of economic,
environmental and social imperatives.
CSR issues
The perception about corporate social responsibility has been changing with development
of the market. Companies are taking effective measures in order to develop positive impact on
the growth and development of society and environment as well. This measures has helped in
created a mutual benefit for the organizations and society as well (Münstermann, 2007).
Effective CSR activities take effective measures to develop society, save environment and create
a positive impact on the people. This helps the companies in creating a positive brand image
within the market thus enhancing growth prospects in the market.
There are many issues which are undertaken under the CSR issues of a company. Heal,
(2005) states that these issues help in developing a positive impact of businesses on society and
government as well. Issues such as environmental management, eco-efficiency, stakeholder
engagement, labour standards and working conditions, employee and community relations,
social equity, good governance etc. are undertaken under these measures which help in
developing an effective impact on society development.
Tripple bottom line
5

Illustration 1: Triple bottom line model
(Source: Uusi-Rauva and Nurkka, 2010)
This model is the most effective and successful model which has helped the companies in
developing an effective measures for corporate social responsibility. This model has resulted in
successfully meeting social and environmental standards without compromising their
competitiveness. According to Hill and et.al., (2007) this model helps in covering the major part
of corporate responsibility by attaining the economic, social and corporate responsibility of the
business. The triple bottom line framework has been analysed as an effective measures to
balance the profitability of business with social and corporate responsibility.
The model focuses on developing the sustainable development by efficiently balancing
between the three factors mentioned in the framework. It focuses on aligning its business
objectives with positive outcomes for people, planet and organizational profitability (Ziek,
2009). Various strategies and practices are adopted by the businesses in order to gain the
sustainable development for effective growth within the market. According to Ellerup Nielsen
and Thomsen, (2009) organizations adopt eco-friendly activities, development of the city or area,
green revolution etc. in order to attain the environmental benefits. Companies take due care of
6

social issues by adopting effective measures to manage cultural and social diversity, human
rights is practised within the companies in order to enhance social perspective, equal opportunity
measures is also an effective measures that organizational adopt in order to create an high impact
on social issues within the market. Ligeti and Oravecz, (2009) examines that economic factors of
the model focuses on developing a positive impact on the shareholders by focusing on the
growth and development of the company. Moreover transparency of information and facts are
practised to develop influential relations with stakeholders. Efficient risk management and
consistency in business operations helps in developing high level of trust and loyalty for the
business. All these measures helps in creating a positive economic impact on the overall
organization (Wang and Chaudhri, 2009).Triple bottom line model thus has developed an
effective measure to manage the sustainability of business by developing corporate social
responsibility within the market. The model efficiently helps in determining the impact of all the
three measures on the overall growth of the company.
2.3 Types of CSR activities undertaken
Corporate social responsibility is a broad and wide concept which focuses on creating an
effective impact on the organizational growth and development. Various units undertake
different CSR tactics in order to create a wide impact on the society. The major types of CSR
activities adopted by the business units according to the Vanhamme and Grobben, (2009) include
the measures which have been discussed henceforth.
Economic responsibilities are one of the major responsibility that a business unit adopts
which aims at earning high profits to ensure suitability and business growth within the
competitive market. The growth of business is the sole ail of the companies however
management and investors has the responsibilities and associated people with the companies as
well (Lindgreen and Swaen, 2010). Business crises for the company may create an adverse
impact on employees, investors and shareholders. The downfall of the company results in similar
impact on them as well. Thus economic responsibilities of the business are considered as one of
the major aim of the business unit. For example continuous continuous loss in Nokia endangered
the economic growth of the company which resulted in the sustainability of the business
(Parguel, Benoît-Moreau and Larceneux, 2011). The company however merged with Microsoft
in order to ensure the growth of employees and shareholders associated with the business.
7

Legal responsibilities of the company is yet another significant responsibility under CSR
activities. The profitability and growth of business is inconsiderable if the organizations are
unable to adopt the legal laws and regulations for the growth and development of business units.
This in turn results in creating an adverse impact on the brand image of the company (Colleoni,
2013). Issues such as transparency of informations, Unlawful practices, frauds etc. are the
practices which are not right and businesses avoid such practices for mere economic benefits.
For example recent spring crises in Tesco due to over representation of organizational profit
created a huge impact on the brand image of the company. This resulted in losing huge
consumers and employees thus resulting in heavy losses for the unit.
Ethical responsibilities in the companies are demanded widely for developing global
brand image within the economy. These responsibilities of the companies include activities such
as choosing right way of doing the things (Golob and Podnar, 2011). These measures focus on
creating a valid and effective impact on the overall growth of the companies by fair and ethical
actions. Environmental responsibilities, developing effective working environment, adopting
labour laws, influencing labour welfare activities are few measures adopted by the organization
under this responsibility.
Philanthropic responsibilities are responsibilities that go above and beyond what is
simply required or what the company believes is right. These responsibilities of the company
focus on adopting activities which involve effective measures to involve the efforts of the society
(Bakar Sheikh, and Ameer, 2011). Charity, society development, development of the countries
etc. are some of the examples that are adopted by the business unit to create an effective impact
on society through effective social responsibility.
2.4 CSR communication
According to Blombäck and Scandelius, (2013) CSR activities are highly adopted by
various companies and business units in order to create an effective impact on the organizational
growth and development within the competitive market. Companies focuses on taking CSR
activities and effectively communicate them in order to develop high and required impact of the
same. CSR communication is a measure where by the companies focuses on developing an
effective measure of communication to public, employees and government as well which helps
them making educated decisions within the market. This measures helps the companies in
creating a wide impact on the overall growth and development within the society.
8