(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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