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Leveraging your CSR initiatives: Strategic communication to build your reputation with key stakeholders

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(Edited by Michael Hopkins.) CSR when embedded and practised as “a way of being” by a corporation (or any institution in fact) becomes a powerful force for differentiating the individual corporation in the marketplace. It becomes a critical driver for building the reputation of that individual company. At the heart of reputation, the way that others describe you, remember and relate to you is communication. This communication must be strategic to build the desired effects on your audiences, and communication plans should be developed upfront as they will include critical decisions on target audiences, key messages, positioning of the communication, key message channels, and, most important, the choice of “authentic behaviours” of the corporation to communicate. One of the most effective ways is to develop a document that will provide direction for developing messages, designing campaign elements and selecting media channels. In this chapter, such a strategic communication plan is outlined.
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Keywords: CSR; Strategic communication; corporate citizenship; corporate social responsibility; management; reputation; stakeholders; sustainability; sustainable development; textbook; triple bottom line

Document Type: Research Article

Publication date: November 1, 2015

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