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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

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Topics covered include maximizing the use of social media and traditional media; creating strategic initiatives that reflect the organization’s missions and its capabilities; communicating to promote CSR efforts; collaborating with third party organizations; assessing internal and external stakeholder expectations and involving stakeholders in CSR efforts; and managing challenges to an organization’s CSR record. 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.

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Contents in Detail ix  
Acknowledgments xiii
 
1 Conceptualizing Corporate Social Responsibility 1
 
2 Strategic CSR 29
 
3 CSR Scanning and Monitoring 51
 
4 Formative Research 63
 
5 Create the CSR Initiative 89
 
6 Communicate the CSR Initiative 109
 
7 Evaluation and Feedback 137
 
8 CSR Issues 153
 
References 165
 
Index 177

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