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UNIVERSITY OF Ss. CYRIL AND METHODIUS IN TRNAVA / FACULTY OF MASS MEDIA COMMUNICATION

INTRODUCTION. INTERNAL TOOLS OF CSR. EXTERNAL TOOLS OF CSR. CONCLUSION. CSR COMMUNICATION AND ITS IMPACT ON CORPORATE IMAGE. UNIVERSITY OF Ss. CYRIL AND METHODIUS IN TRNAVA / FACULTY OF MASS MEDIA COMMUNICATION Vladimíra Jurišová, Katarína Ďurková. 1953 HOWARD R. BOWEN

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UNIVERSITY OF Ss. CYRIL AND METHODIUS IN TRNAVA / FACULTY OF MASS MEDIA COMMUNICATION

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  1. INTRODUCTION INTERNAL TOOLS OF CSR EXTERNAL TOOLS OF CSR CONCLUSION CSR COMMUNICATION AND ITS IMPACT ON CORPORATE IMAGE UNIVERSITY OF Ss. CYRIL AND METHODIUS IN TRNAVA / FACULTY OF MASS MEDIA COMMUNICATION Vladimíra Jurišová, Katarína Ďurková

  2. 1953 HOWARD R. BOWEN SOCIAL RESPONSIBILITIES OF THE BUSINESSMAN 1995 JACQUES DELORS CSR EUROPE 2001 GREEN PAPER - PROMOTING A EUROPEAN FRAMEWORK FOR CORPORATE SOCIAL RESPONSIBILITY 2002 EUROPEAN MULTISTAKEHOLDER FORUM HISTORICAL ASPECTS OF CSR

  3. TRIPLE BOTTOM LINE ECONOMIC LINE (PROFIT) ENVIRONMENTAL LINE (PLANET) SOCIAL LINE (PEOPLE) INTRODUCTION

  4. COMMUNICATION OF CSR ACTIVITIES SHOULD BE DIRECTED TO: • CUSTOMERS • BUSINESS PARTNERS • INVESTORS • COMPANY‘S EMPLOYEES • LOCAL COMMUNITY • GENERAL PUBLIC INTRODUCTION

  5. COMMUNICATION OF CSR ACTIVITIES SHOULD BE CARRIED: • INTERNALLY • EXTERNALLY INTRODUCTION

  6. INTERNAL COMMUNICATION  TO EMLOYEES OF THE COMPANY INTERNAL TOOLS OF CSR

  7. A WELL-FUNCTIONING COMMUNICATION IN AN ORGANIZATION: • PROVIDES LINKS TO INFORMATIONS CONSIDERING THE CONTINUITY AND COORDINATION PROCESSES • ENSURE UNDERSTANDING AND COOPERATION IN SHARING COMMON GOALS AMONG EMPLOYEES • PROMOTES THE FORMATION OF DESIRABLE ATTITUDES AND BEHAVIOUR OF EMPLOYEES • PROMOTES THE STABILITY OF THE ORGANIZATION AND EMPLOYEE LOYALITY INTERNAL TOOLS OF CSR

  8. CONTENT OF INTERNAL COMMUNICATION • INFORMATION ABOUT THE VISION AND STRATEGY • TACTICAL INFORMATION • OPERATIONAL INFORMATION • GENERAL INFORMATION ABOUT COMPANY INTERNAL TOOLS OF CSR

  9. FORMAL AND INFORMAL INTERNAL COMMUNICATION TOOLS OF CSR • REGULAR MEETINGS • INTRANET AND E-MAILS • BULLETIN BOARDS • POSTERS, BANNERS • BROCHURES, INTERNAL MAGAZINE • INFORMAL STUFF MEETINGS • PRESENTATIONS AND VIDEOS OF RESPONSIBLE BEHAVIOUR • ANONYMOUS BOXES FOR FEEDBACK AND NEW IDEAS INTERNAL TOOLS OF CSR

  10. EXTERNAL COMMUNICATION  TO EXTERNAL ENVIRONMENT EXTERNAL TOOLS OF CSR

  11. EXTERNAL COMMUNICATION OF CSR THE MOST IMPORTANT ASPECT OF THE IMPLEMENTATION OF THE CONCEPT OF CSR IS TO ALLOW EXTERNAL CONTROL OF THE RESPONSIBLE BEHAVIOUR OF THE INTERESTED AND CONCERNED PUBLIC. EXTERNAL TOOLS OF CSR

  12. EXTERNAL COMMUNICATION TOOLS OF CSR • INTERNET (WEBSITE, CORPORATE BLOG, PAGE ON FB, TWITTER • BROCHURES ABOUT COMPANY • VARIOUS EVENTS • WEBSITES • ANNUAL REPORTS • PRESS RELEASES AND CONFERENCES • LABELLING PRODUCTS AND THEIR PACKAGING (BIO,ECO) • PRESENTATION OF PRICES OBTAINED UNDER THE CSR • ANTI-CORRUPTION LINES EXTERNAL TOOLS OF CSR

  13. THE MAIN TOOL FOR INFORMING PUBLIC ARE SUSTAINABILITY REPORTS • GLOBAL REPORTING INITIATIVE (GRI) • SUSTAINABLE REPORTING GUILDLINESS • International standardized model to measure and report economic, environmental and social aspects of the business EXTERNAL TOOLS OF CSR

  14. EFFECTIVE COMMUNICATION OF CSR ACTIVITIES SHOULD PROVIDE: • AN UNDERSTANDING • AND RECOGNITION OF THE VALUE OF THE COMPANY • AND THIS IN FINAL PHASE HAS AN IMPACT ON • CORPORATE IDENTITY AND CORPORATE IMAGE. CONCLUSION

  15. This presentation is part of the project FPVV-24-2012 : • An analysis of implementation of the elements of corporate identity to the management of small and medium enterprises in Slovakia.

  16. THANK YOU.

  17. CONTACT: • University of Ss. Cyril and Methodius in Trnava • Faculty of Mass Media Communication • Department of Marketing Communication • J. Herdu 2 • 917 00 Trnava • Slovak republic • E-mail: • vladimira.jurisova@gmail.com • katarina.durkova@gmail.com

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