Managing Corporate Social Responsibility

A Communication Approach

Coombs, W. Timothy / Holladay, Sherry J.

1. Edition September 2011
200 Pages, Softcover
Wiley & Sons Ltd

Short Description

Corporate Social Responsibility (CSR) has become central to many businesses as they negotiate in an increasingly global marketplace. This book offers a strategic, communication-centred approach to integrating CSR into organizations, founded in stakeholder engagement and dialogue. Lively, international examples are used throughout and are drawn from a variety of industries to illustrate the challenges of doing CSR well. This highly accessible book draws from a variety of disciplines to illustrate how corporate social responsibility should be viewed as an ongoing process grounded in effective communication practices.

ISBN: 978-1-4443-3645-0

John Wiley & Sons

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Managing Corporate Social Responsibility offers a strategic, communication-centred approach to integrating CSR into organizations. Drawing from a variety of disciplines and written in a highly accessible style, the book guides readers in a focused progression providing the key points they need to successfully navigate the benefits and implications of managing CSR.
* Chapters are organized around a process model for CSR that outlines steps for researching, developing, implementing, and evaluating CSR initiatives
* Emphasizes stakeholder engagement as a foundation throughout the CSR Process Model
* Discusses ways to maximize the use of social media and traditional media throughout the process
* Offers international examples drawn from a variety of industries including: The Forest Stewardship Council, Starbucks Coffee, and IKEA.
* Draws upon theories grounded in various disciplines, including public relations, marketing, media, communication, and business

Table of Contents
Chapter 1 - Conceptualizing Corporate Social Responsibility
Chapter 2 - Strategic CSR
Chapter 3 - CSR Scanning and Monitoring
Chapter 4 - Formative Research
Chapter 5 - Create the CSR Initiative
Chapter 6 - Communicate the CSR Initiative
Chapter 7 - Evaluation and Feedback
Chapter 8 - CSR Issues

W. Timothy Coombs, Ph.D., is a Professor in the Nicholson School of Communication at the University of Central Florida. He is the 2002 recipient of the Jackson, Jackson & Wagner Behavioral Science Prize from the Public Relations Society of American for his crisis research. He is author of the award-winning Ongoing Crisis Communication (1999), Today's Public Relations (with Robert Heath, 2006), and Code Red in the Boardroom: Crisis Management as Organizational DNA (2006).

Sherry J. Holladay, Ph.D., is Professor at the Nicholson School of Communication at the University of Central Florida, Orlando. Dr. Holladay's research interests include corporate social responsibility, crisis communication, activism, and reputation management. Her work has been widely published in journals.
Together, Timothy Coombs and Sherry Holladay are authors of the award winning books It's Not Just PR: Public Relations in Society (2007, Wiley-Blackwell), PR Strategy and Aplication: Managing Influence (2010, Wiley-Blackwell) and co-editors of The Handbook of Crisis Communication (2010, Wiley-Blackwell).

W. T. Coombs, University of Central Florida, USA; S. J. Holladay, University of Central Florida, USA