Individual Report: CSR, Corporate Communication and Brand Name

This report analyzes the critical role of Corporate Social Responsibility (CSR) and effective corporate communication in shaping a company's brand reputation and stakeholder relationships. It begins with an abstract summarizing the report's aims and findings. The introduction establishes the importance of CSR and brand communication. The report then evaluates McDonald's CSR activities, including an analysis of its website and CSR report, using two tables to illustrate the company's initiatives and their impact. The core of the report explores the significance of dialogue or corporate communication, highlighting ways to communicate CSR effectively. It examines the consequences of lacking dialogue, including organizational issues, consumer distrust, and reputational damage. Finally, the report addresses the dangers of empty boasting and provides corporate examples of scandals. The conclusion summarizes the findings, and recommendations are provided, emphasizing the value of clear communication and systematic CSR reporting. Appendices include McDonald's CSR report and examples of corporate scandals, and a comprehensive reference list. The report underscores the importance of transparency and proactive communication for maintaining stakeholder trust and achieving long-term brand success.

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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).

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Table 2.1: How 'green' is my company
1. Company
name:
McDonald’s Japan Limited
2. Industry type: Food & Beverage
3. Is there a CSR
department?
 Yes  No
4. What is it
called?
Sustainability
5. Is there a CSR Report for
2018?
 Yes  No
6. Is it available on the
website?
 Yes  No
7. Corporate Social Responsibility in Action. Which social
change activities does the company engage in? Identify activities
from each relevant category.
CSR activity  OR  Activity
a. Environmen
t
 self-proclaimed “green” restaurant
Most McDonald’s packaging is
paper-based and can be
composted
Reduce and recycle plastics
b. Consumer  McDonald's is committed to

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responsibilit
y
procuring sustainable ingredients
for people, animals, the
environment, and business.
They are using fresh beef, palm
oil, fish and coffee
c. Community  Donald McDonald House support,
food education support, kids’
sports support, and community
contribution activities (crime
prevention, traffic safety classes,
beautification cleaning activities).
Happy set toy recycling
Just a happy set
Donald McDonald House support
Initiatives for healthy growth of
children
d. Employee
relations
 Approach to employment of
persons with disabilities
Various insurance
Welfare / Uniform loan available,
Employee meal (meal assistance,
etc.)
Crew dedicated information site
This is a crew-only information site
operated by McDonald's. You can

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check the latest information,
manage shifts, check payroll
details, and more. You can use it
from your mobile phone or PC.
e. Indigenous  Promotion of human resource
development specialized in food
safety through industry-academia-
government collaboration
f. Diversity  Diversity is “diversity”, and
inclusion is “accepting diversity”.
McDonald's regards “people” as
the most important part of
corporate activities, and diverse
human resources with gender,
age, various personalities, and
backgrounds are able to maximize
their individual strengths. We are
promoting the creation of a
workplace where employees can
work. It is because the strengths
of diverse human resources can
be demonstrated to lead to the
growth of the parent organization.
Taking advantage of internal
diversity is not a special thing for
McDonald's, but is a premise for
providing the best products and
services to all customers.
8. How ‘green’ is the
website?
Website is greener when we are
compare to company. It contains
environmental impact and solution
for those.

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9. How ‘green’ is the
company?
The restaurant ships in food from
all over the world on carbon-
intensive planes and trucks, while
simultaneously installing electric
vehicle plug-in stations at a “green”
branch of the chain. PETA accuses
McDonald’s of treating animals
cruelly while the company brags
about using sustainably-farmed
meat.
10. CSR indices/rankings 91
Source: Based on Company A 2019 (Developed for MNG81001
Assessment 4 Session 2 2019)

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Table 2.2: Attributes of the CSR report
1. Describe the form and content of the CSR report:
Aiming for a sustainable society with Food safety and security, Employment information,
Environment information, Social contribution, food quality assurance program and
Waste measures and environmental conservation.
2. Who is the report designed for?
Constituency  OR

Key message
a. Investors 
b. Employee present  Gender equity and give
opportunity for disable people.
c. Employees future 
d. Academics 
e. Community
activities
 social contribution activities for
healthy growth of children.
f. Public officials 
g. Corporate
managers

h. Other  Hamburger University offers
programs with McDonald’s,
that help people to acquire
life-long leadership skills and
business skills

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3. How thorough and credible is the report?
Report elements  OR 
a. Is this a CRS report? 
b. Does the report provide details on CSR practices as
well as policies?

c. Does the CSR report provide systematic data? 
d. Does the company report data in a comparable
form?

e. Does the report present future goals as well as past
practices?

f. Does the report include bad news as well as good
news?

g. Does the report address the company’s greatest
CSR challenges?

h. Does the company integrate CSR reporting with its
traditional business strategy and its financial
reporting?

4. Identify the key elements of the report
Food safety and security, Employment, Environment, Social contribution
5. Identify two sustainability initiatives for 2019
Sustainable food Sourcing, Packaging and recycling
Source: Based on McDonald’s 2019 (Developed for MNG81001
Assessment 4 Session 2 2019)
Conclusion
As explained in the tables above the McDonald’s are trying to become a more efficient and
environment supportive food company. But there are many issues it should look into and