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

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provide a more comparable data for its consumers. As to maintain its reputation among the
investors and the general public it should convey its initiatives better. This will be done if its
CSR report is in a better and systematic format.

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3. Communicating about CSR
The previous section discussed about the CSR of McDonald’s and presented a valuable
analysis of the company’s initiative to become ‘green’ and it impact on the consumers and
the company itself (McDonald’s CSR report, 2018). The initiatives taken should also be
clearly communicated by a clear and active communication process with its internal and
external shareholders, and the general people.
3.1 Dialogue or Corporate Communication
Dialogue is used as a tool of communication which permits people to accept and understand
the viewpoint of the next party. It helps promote better understanding and collaboration by
talking and discussing about the ideas and concept. It is tool that builds bridges of
thoughtfulness between people dissolving the tension and conflict between them (Balmer,
and Powell, 2011, p.10).
3.1.1 Importance of dialogue in a company
Dialogue promotes a better and efficient understanding between company and its
stakeholders. If a company is adopting new initiatives related to CSR it should discuss its
ideas with the shareholders and public (Christensen, and Cornelissen, 2013, p. 44). This will
be built trust and ensure creative cooperation between them. It aids in reducing
misunderstandings and conflicts information about the company’s action. It makes the
shareholders feel more active in the decision-making process and establish a stronger bond.
CSR is becoming a worldwide popular phenomena in the business market. It is very crucial
for the company to discuss about its Social responsibilities to its investors, but the fear of
high expectations and criticism making the company hesitant. But the company needs to be
open about the CSR initiatives as the Stakeholders are very interested to know about these
actions. Making them aware will boost the company’s reputation and make the shareholders

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feel secure about the money they are going to invest. In this tech-savvy era the best means for
communicating about the CSR is the Internet (He, and Lai, 2014,p 257).
3.1.2 Ways of Communicating about the CSR
 Managing Corporate Websites
 Focus group discussions
 Blog writing
 Hotline maintenance
 Really Simple Syndication Feedback
 Automatic facilitated conferences
Conclusion
Hence communicating about the CSR with the investors will ensure a successful future and
help the company to build a new level of trust. But if there is a lack of communication and
dialogue it can effect the company’s business name and reduce the already created trust.

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4. The lack of dialogue
As cleared in the previous section of the report the company should have policies to spread
about its CSR initiatives. Proper communication and Dialogue will create a harmonious
environment in the corporate organisation leading to rise in the company’s produce in future.
Lack of dialogue creates ambiguity and doubt and will lead to misinterpretation and
misunderstanding between the company and its stakeholders. Absence of communication can
result in team cohesion, blurred messaging, waste in resources, damage in relationship,
misconstrues and conflict (Mercer-Mapstone, Rifkin, Louis, and Moffat, 2017, p.349).
4.1 Consequences of Lack of Dialogue
Lack of dialogue is not an isolated incident as it can occur in both large and small companies.
A company’s improper communication will lower the moral of the shareholders and
dissatisfy the consumers. there are various consequences faced by the company due to lack of
dialogue.
4.1.1 Organisational Issue
The company due to lack of dialogue will result in bad organisational performance. The trust
which is destroyed by the lack of communication hampers the financial status of the company
as the investors feel violated and pulls back the money from the organisation.
4.1.2 Consumer’s Distrust-
The consumers are said to be a vital investor for the company. before taking any decision and
action the company should always keep in mind about its customers and their benefits. If the
consumers feel that the company is not interacting about the initiatives they are
implementing, they will destroy the brand name. In todays. Internet generated world, the
consumers have full power as one bad publicity on the social media platform, will lead to
destruction of trust and reputation.

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4.1.3 Tarnish Reputation
Once the consumers and the general public are aware of the lack of CR, the company will
have to face negative impact in its reputation and brand name (Mercer-Mapstone, Rifkin,
Louis, and Moffat, 2017, p. 350). A solid A compact reputation can only exist once an
organization’s individuality and image are united.as soon as the reputation is tarnished, all the
investors will drawback its capital leading to financial crisis. And once reputation is
destroyed it is difficult to gain back (Shim, and Yang, 2016, p. 75).
Conclusion
Hence lack of dialogue can create a lot of issues in a company’s, thus it is necessary for the
administration to prepare a proper strategy to overcome this problem. But if a company is not
sure about its social strategies it should not raise the expectation of the investors. Hence
before initiating a dialogue procedure they should be have a clear evidence about the
strategies going to be implemented.

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5. The dangers of empty boasting and CSR
As stated, dialogue is an integral part between a company and its shareholders. Its essential for a
company to state about its initiative regarding CSR to the general public and the stakeholders as
it will ensure trust among them. some companies to create its name and build its reputation
promises false proclamation. This false advertisement is known as empty boasting.
5.1 Empty boasting and reputation
It is very important for the company to focus on the authenticity of the initiative before
communicating about its CR activities. Before broadcasting the actions, they should be sure to
back it with substances and evidence (Shim, and Yang, 2016, p. 73). The company should be
sure that the initiative mentioned during the communication is a part of its planning process and
they are dedicated to achieve that planning. If the company is not able to achieve what was
promised, it will destroy its reputation and in some cases they might incus losses (Mercer-
Mapstone, Rifkin, Louis, and Moffat, 2017, p. 351).
5.2 Corporate scandal 1
The first company taken into account for false advertisement is Coca Cola company of United
States. It had violated its personal charitable declaration, which was to improve its water
conservation technique and quality. As discussed in Appendix B after the public response the
company had released a statement which said that they will have an internal investigation and
will come up with a solution for this environmental issue. But this issue was not looked after by
the company which resulted in boycotting of Coca Cola cans by the consumers. the reputation

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was disrupted and the costumers felt betrayed by false boasting of the company (Russell, Russell,
and Honea, 2016, p. 765-767).
5.3 Corporate scandal 2
the second corporate scandal is of the least ethical company in 2018, TESCO. Tesco a big food
retailing company was a part of a horsemeat scandal in 2013. A supermarket chain of Tesco in
United Kingdoms was criticised as it ran a misleading campaign after it was caught in a horse
meat scandal (Appendix C). The ad for the campaign presented by Tesco implied that, the whole
meat industry is a part of this particular scandal. This campaign was banned by the UK
advertising regulator, and the company was wiped off its value, nearly of $432 million (Tse,
Zhang, Doherty, Chappell, and Garnett, 2016, p. 1192).
Conclusion
Hence it is important for the company to be well planned and strategies its initiatives before
putting it out in front of the investors.

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5. Conclusion
Hence from the above discussions it can be concluded that to remain in this competitive market
and maintain its reputation companies should adopt a proper CSR initiative. These initiatives will
enhance its reputation and will help the company to achieve new heights. but those actions
should be well planned and properly communicated to the general public and the stakeholders.
As seen lack of dialogue can hamper the company’s reputation which is very difficult to gain
back. In the urgency of gaining back the reputation the company should avoid empty boasting.
Hence it can be concluded that company should strategies and plan its procedures accordingly
and not settle for any hasty discussions.

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7. Recommendations
The managers should properly achieve the required corporate communication and handle the
Corporate Social responsibilities appropriately.
 Monthly meetings should be held in the presence of all the internal stakeholders. In this
meeting the CSR initiatives of the company should be discussed.
 Any information before going out should be check by the manger to avoid leaking of
incorrect information.
 The consumers should be made aware of the initiatives on a regular basis to make them a
loyal part of the company.
 The managers should be active in the social media platforms to see the company’s
position among the general public.
 The managers should always have a backup plan in case there are any financial crisis in
the company

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8. Appendices
Appendix A. McDonald’s CSR report 2018-
The CSR report of McDonald’s claim to ensure many initiatives and actions taken by the
company. the restaurant considering global warming and climate change, energy management a
serious issue. McDonald promotes, facilities and investment to ensures energy management. In
order to provide customers with a comfortable and relaxing store environment, McDonald's is
implementing fine-tuned air conditioning management in line with seating arrangement. In
addition, from the viewpoint of health considerations, they have banned smoking since August
2014. The restaurants care for the health of both our customers and our staff the community
contribution taken by McDonald’s are providing safety whistles to all the new graders; child
rearing support; Hello Ronald Program which facilitates learning of rules and manner by
children; and Cleaning patrol.
Various educational support initiatives are provided by the company such as food education
support which is implemented for children to learn the fun of eating and acquire knowledge and
proper habits on food. Career education support; McDonald’s is a people business, which mean
we have the means to develop people. At our nationwide restaurants, we provide learning
grounds that take advantage of our approach and at the same time, support the education and
growth of children in the community. In the end of the report it is mentioned that the paper
packaging for the consumers use are nearly 100% certified by FSC. The palm oil for the frying
purpose are certified by RSPO and the tea bags by Rain Forest Alliance.

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Appendix B. Coca Coca Scandal
The voluntary initiative was originally brought about in answer to communal calls for local
industries to help address the country’s water supply problems. As it is evident that the societal
and environmental problems our planet is facing, cannot be handled alone by the government
and the business corporations. Such efforts require a cooperative approach by the government,
business community and the general public. This report explains that the false boasting by the
Coca Cola company effected the consumers trust for the company. The highly environmentally
conscious consumers were most responsive by the corporate catastrophes with respect to
mandates that aimed at defending the environment.
Appendix C. Tesco Horse meat scandal
The supermarket was caught selling beef which was contaminated by horse meat, in some of its
readymade burgers. the scandal escalated as if the meat supplies include sports horse’s meat, as it
contains a Veterinary drug called phenylbutazone. It is a risky drug as its consumption will
suppress the production of white blood cells in humans. This resulted in diminishing of its
reputation. The Advertising Standards Authority claimed that Tesco in attempt to recover from
its horsemeat scandal it pledged to overhaul its supply chain to avoid a repeat of the crisis, which
led to tons of products being detached from shelves and criminal inquiries of European meat
suppliers. In the ad published by Tesco it said that the problems they have faced, whole meat
industry were involved in that contamination.

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9. References
Argenti, P.A., 2015. Corporate responsibility. Sage Publications.
Balmer, J.M. and Powell, S.M., 2011. The nexus between ethical corporate marketing, ethical
Corporate identity and corporate social responsibility. European Journal of Marketing.
Christensen, L.T. and Cornelissen, J., 2013. Bridging corporate and organizational
communication: Review, development and a look to the future. In Organizations communication
and Public Relations (pp. 43-72). Springer VS, Wiesbaden.
He, Y. and Lai, K.K., 2014. The effect of corporate social responsibility on brand loyalty: the
mediating role of brand image. Total Quality Management & Business Excellence, 25(3-4),
pp.249-263.
McDonald’sCSRreport,2018. Viewed at 20th September 2019,
http://www.mcdonalds.co.jp/content/dam/web/mcdonalds/company/csr/images/CSR2018_e.pdf.
Mercer-Mapstone, L., Rifkin, W., Louis, W. and Moffat, K., 2017. Meaningful dialogue
outcomes contribute to laying a foundation for social licence to operate. Resources Policy, 53,
pp.347-355.
Russell, C.A., Russell, D.W. and Honea, H., 2016. Corporate social responsibility failures: How
do consumers respond to corporate violations of implied social contracts? Journal of Business
Ethics, 136(4), pp.759-773.
Shim, K. and Yang, S.U., 2016. The effect of bad reputation: The occurrence of crisis, corporate
social responsibility, and perceptions of hypocrisy and attitudes toward a company. Public
Relations Review, 42(1), pp.68-78.

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Tse, Y.K., Zhang, M., Doherty, B., Chappell, P. and Garnett, P., 2016. Insight from the
horsemeat scandal: Exploring the consumers’ opinion of tweets toward Tesco. Industrial
Management & Data Systems, 116(6), pp.1178-1200.