Exploring European cross-national differences and tendencies Taking pride in being a good company without being perceived as having an opportunistic purpose is anything but easy. We analyzed the practice of top European companies and asked experts’ opinions about risks and opportunities related to communicating CSR.

1. CSR
CSR
Disclosure
Communication
Exploring European cross-national differences and tendencies
Partnership with
1

2. A study developed by: In collaboration with: In partnership with:
2

3. Gonzalez del Valle Brena, Ph.D, Associate
professor in advertising and public
Foreword
relations.; Belen Rodriquez Canova,
Foreword
research assistant for data collection ;
Julia Emilia Sanchez, research assistant
for data collection; Mabel Velazquez
Taking pride in being a good companyassistant for sampling;
Merlo, research without being
jlkdsjflsjfdsjflksjfkdsjfksjf Ana Toledo, Ph.D, research assistant for
perceived as having an opportunisticanalysis
data
purpose is anything but
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easy. We analyzed the practice of top European companies
From IULM University there are Emanuele
kkkkkkkkkkkkkkkkkkkk about risks and opportunities
and asked experts’ opinions Invernizzi, Ph.D, Professor in corporate
related to communicating CSR. communication and Stefania Romenti,
kkkkkkkkkkkkkkkkkkkk Ph.D, Assistant Professor in corporate
kkkkkkkkkkkkkkkkkkkk communication
The role of CSR in management is more persistent today than ever before. Although many
kkkkkkkkkkkkkkkkkkkk From Judge Business School there is
studies focus on how companies implement socially oriented principles and strategies, little
kkkkkkk from the belief that the EuropeanStelios C. Zyglidopoulos, previous studies
this study starts Strategy.
perspective is lacking as
Ph.D, Reader in
work has focused on how the company’s social commitment is communicated. Therefore,
have primarily analyzed Fortune 500 companies. What is the degree of social disclosure
among topteam and Institutional partners
(Research European companies? Are there cross-national differences or tendencies? Do
Titolo 1
of the research
European managers consider CSR communication as more of a risk or an opportunity?
The project was lead by IE School of
To date, the topic of this study has remained a work in progress because debate about
Communication in collaboration with two
what is an appropriate degree of social disclosure is far from being decided. The boundaries
academic partners: IULM (Milan, Italy)
and Judge Business School (U of Titolo 2
between engaging in and communicating CSR as well as marketing, corporate image, and
CSR are not yet strictly defined. Nowadays, CSR communication is constantly changing and
Cambridge, Uk).
being redefined. As such, we hope that this study will inspire all those who want to have a
Titolo 3
better IE School of Communicationpractice related to what is communicated and how. This
From understanding of the current there
work is also meant for all those who are endeavoring to know more about the opinions of
are Laura Illia, Ph.D, Assistant professor in In rilievo
experts and communication or CSR managers who deal with CSR communication on a
Corporate and Business Communication
daily basis. investigator);
(Principal Almudena
Laura Illia, Ph.D. Stefania Romenti, Ph.D. Stelios C. Zyglidopoulos, Ph.D.
IE University IULM University of Cambridge
3

4. Research Team
Laura Illia, PhD.
Assistant Professor in Corporate and Business Communication
IE School of Communication, IE University
Stefania Romenti, Ph.D.
Assistant Professor in Corporate Communication
Fondazione Università IULM
Stelios C. Zyglidopoulos, Ph.D.
Lecturer in Strategy, Director of the Management Studies Tripos
Director of Studies in Management and Fellow of Homerton College
Judge Business School, University of Cambridge
Almudena González del Valle Brena, Ph.D.
Adjunct Professor in Advertising and Public Relations
IE School of Communication, IE University
Ana Toledo Chávarri, Ph.D.
Research Assistant for data analysis and reporting
IE University
Belén Rodríquez Canova
Research Assistant for data collection
IE University
Julia Emilia Sanchez
Research Assistant for data collection
IE University
Mabel Velásquez Merlo
Research Assistant for sampling
IE University
4

5. Content
Executive summary 6
1. Introduction 7
1.1. Starting point 8
1.2. Method 9
2. What is communicated 12
2.1. UK and South Europeans, the high disclosers! 13
2.2. CSR e-agenda setting: made in ES, IT and UK 20
2.3. Web 2.0 a South European experimentation 22
3. Opinions of who communicates 26
3.1. Engaging in or Communicating CSR: That’s the question! 27
3.2. The marketing risk of communicating CSR 31
3.3. Attitudes of public opinion and/or mass media 34
3.4. CSR communication for corporate image during corporate crisis 37
3.5. CSR advertising: a debated practice 40
3.6. CSR blogging: a question of character! 42
4. Final Conclusions 44
References 50
Annexes 52
Companies in the study 53
Codebook 56
5

6. Executive Summary This is true for all aspects we
Project outline
investigated.
The boost to CSR has been underscored
by the numerous studies on how - Many companies (again, especially from
companies implement socially oriented the UK, Spain, Italy, and France) tend to
principles and strategies. Management use their websites to set their agenda
practices with regard to CSR have not yet on social issues. They care not only
extensively analyzed how companies about social reporting or descriptive
communicate their social commitment. informing about what the company
The state of the research in this area is does, but also about being gatekeepers
poor and addresses mainly the US reality. within the debate on social issues in our
In order to understand current practices in society. As the interviews underscored,
Europe, we investigated the top 251 this behavior is about building a public
companies (in terms of highest revenues) culture of CSR.
in 11 industries from six European Manager’s opinions
countries—namely, Spain, France, - Managers do not fear the public opinion
Switzerland, the United Kingdom, or mass media skepticism that CSR
Denmark, and Italy. We analyzed what is communication has an opportunistic
communicated using a content analysis of marketing purpose. Their point of view
companies’ social reports (if available), is that, in the past, media were attentive
CSR content within companies’ websites, only to CSR’s worst practices. Today,
social advertising, and presence on web scandals easily spread, but so do good
2.0 related to CSR issues. We also practices as CSR communication is
interviewed 69 communication or CSR starting to become known by media and
managers within these same companies the general public, who seem to have
about their opinions on risks and an increasing interest in such issues
opportunities in communicating CSR. even when they relate to good news.
What is communicated - The managers in the current study
- Social reporting is still not an shared their opinions about how to
institutionalized practice in Europe as it avoid risks in communicating CSR.
is in the US as only one third of These opinions are summarized in 14
companies provide social or thematic guidelines in the study’s conclusion.
reports to a large audience. Still, the - The variety and type of managers’
majority of companies (48%) provide opinions indicated that CSR
CSR content in their annual reports. communication is a practice still be
- The most often communicated social constantly redefined.
issues relate to the environment, market - According to the managers, both
orientation, and workplace climate processes—namely, engaging in and
whereas community involvement, ethics communicating CSR—have their
and governance, local economic complexities and risks. Those who
development, and stakeholders’ consider engaging in CSR to be difficult
inclusion are less often disclosed. believe that CSR is about changing the
Human rights are rarely communicated. culture of an organization. Meanwhile,
- The European tendency is that UK communicating CSR is perceived to be
companies have the highest disclosure, difficult because of the complexity of
followed by southern European fitting multiple stakeholders’
companies (Spain, Italy and France). expectations while providing a concise
message that is credible.
6

7. 1
Introduction
7

8. 1.1. Starting point
The fundamental idea embedded in
corporate social responsibility (CSR) is that
communications overstating companies’
social behaviors.
Previous studies have analyzed the
1
corporations have an obligation to work disclosure of US companies (e.g., Guthrie,
for social betterment (Frederick, 1978; & Parker, 1990), but little efforts have been
Sethi, 1975; Carroll, 1979; Andrews, made to develop a non-US perspective on
1987) and thus should act responsibly CSR disclosure. Some studies studied UK,
with stakeholders and ethically toward Australian or New Zeeland companies
society (Holme and Watts, 2000). A key (Gray et al 1995, Hackston and Milne
component of engaging in CSR is 1996, Deegan and Rankin 1999), but
communicating CSR with an appropriate there is yet still not European perspective
degree of social disclosure (Zéghal and on CSR communication. This creates an
Ahmed, 1990). When companies interesting opportunity as previous studies
communicate their CSR, they aim to (e.g., Tixier, 2003; Maignan and Ralston,
provide information about the company’s 2002; Haniffa and Cooke, 2005) agree
special behavior so as to legitimize the that differences exist between how CSR is
company among its stakeholders (Deegan communicated by US and European
and Rankin, 1999; Brown and Deegan, managers. European managers adopt a
1998; Hooghiemstra, 2000). “low-risk” attitude toward CSR
communication compared to US
Yet such communication can be anything managers as they believe that it is too
but easy for two main reasons. First, it is risky to build a corporate image on CSR
difficult to be informed on CSR as CSR activities, given that public opinion, media,
actions cannot be readily verified (Carroll, and consumers see CSR disclosure as
1999; Schoenberger, 2000). It is easy to having an opportunistic marketing purpose
be informed on a company’s behavior (Tixier, 2003). A recent study on
through standards or codes of conduct, sustainability by Havas Media (2009)
but it is quite complicated to be informed confirms this cross-national component of
about outcomes of very long-term CSR. Worldwide, 64% of public opinion
projects. Second, it is quite complicated to and consumers consider that most
take pride in being a good company companies are socially or environmental
without being seen as having an responsible for improving their image. This
opportunistic purpose (Holme and Watts, opinion is stronger in countries like Spain
2000). A company’s authentic (72%) and France (70%) than in the US
commitment to CSR can easily be (58%). Given these contextual differences,
misunderstood as being a marketing our aim is to develop a European
attempt. As such, companies ought to perspective on CSR disclosure.
reflect upon what is the practice Specifically, we aim to scrutinize the
nowadays. On one side it is important to following:
know how to reach the right level of
transparency; otherwise, CSR actions - What is the degree of social disclosure
might be underestimated. On the other among top European companies?
side, it is important to counteract
stakeholders’ skepticism toward corporate
8

9. -
-
Do European managers consider CSR
communication to be more of a risk or
an opportunity?
Are there cross-national differences or
some countries, it was difficult to collect
four top-ranked companies (according to
revenues) within the oil and coke industry;
in these cases, we selected an additional
1
tendencies? If so, can they be related company from another industry to have
to managers’ opinions on risks? the same number of companies per
country. With the exception of Denmark,
The aim is explorative. The ultimate aim is where the number of companies was 41,
not to test the idea of existing differences, we were able to select 42 companies for
but rather to explore what happens at a all other countries.
European level—that is, what is actually
communicated and done in CSR, how, Data collection and analysis
and why.
First, we developed a content analysis to
investigate what these companies actually
1.1. Method communicate. We analyzed companies’
We developed an investigation among the social reports (if available), CSR content
top 251 companies headquartered in within companies’ websites, social
seven European countries—namely, advertising, corporate CSR blogs, and
Spain (ES), France (FR), Switzerland (CH), presence on web 2.0 related to CSR
the United Kingdom (UK), Denmark (DK), issues. This analysis enabled us to answer
and Italy (IT)—in order to include the following research questions: To what
companies from Latin (ES, FR, IT) and degree do European companies disclose
non-Latin (UK, CH, DK) European their CSR? Do cross-national differences
countries. exist?
Sample Next, we interviewed communication
directors or CSR managers within these
The sample of 251 companies (see same companies in order to gather their
Annexes for a complete list) was built from opinions on the difficulty of and dangers in
the ORBIS database. We selected communicating CSR. Our research
companies according to their industry question at this stage was: Do managers
belongingness and revenue in order to differ on how they see CSR
avoid getting biased results (companies communication as a problematic task
with low revenues might not communicate (risks and opportunities)?
CSR due to their lack of resources). In
total, we selected 42 companies per For the content analysis, we
country—namely, four companies with the developed a codebook of approximately
highest revenues in the following 11 90 variables (see Annexes). Five coders
industries: financial services and banks; collected data on the 251 companies. An
insurance; textile, retail, and fashion; gas, inter-coder reliability test was executed,
water, and electricity; oil and coke; food, and for all coders the tests were
beverage, and tobacco; chemicals and satisfactory since Cohen’s Kappa test
pharmaceuticals; telecommunications; was higher than 0.70. The data analysis
transport and automotive; retail and included the overall percentage of answer
wholesale; and tourism and hospitality. In rate, the percentage of answer rate per
9

10. country and industry, and a chi square
analysis to determine how significant
differences per countries are. Elements
we coded in our content analysis are:
-
-
Corporate magazines on social
issues;
Third parties opinions (experts
opinions on social issues in their
1
website);
1. Presence and accessibility of CSR - Hot links with opinion leaders or
web site area formalized institutions (e.g. NGO) ;
- Hot links with Independent news
2. Accessibility of Social or thematic or blogs;
report in the corporate website - Multimedia content (e.g. web TV
or videos on long term projects)
on social issues);
3. Disclosure on 8 CSR issues: - Providing a RSS on social issues
- Stakeholders’ involvement; - Community /discussion boards on
- Workplace climate, CSR issues.
- Community involvement;
- Local economic development 7. Corporate blogs and Web 2.0 to
- Environment, communicate social engagement
- Market orientation, (facebook, linkedln, Myspace, you
- Ethics, tube, secondlife, Friendster,)
- Human right
8. Initiation of vlobalization or citizen
4. Disclosure of Cause Related advertising on social products:
Marketing activities: - Users are invited to “build” virtually
- Donate money on base of their product that is eco/social
consumer purchase; oriented;
- Donate money for urgent - Users generate multimedia
matters (e.g. war, material spontaneously on
earthquakes) company’s CSR engagement ;
- social and ethical advertising, - Users are solicited by the
- Get awards and public company to create company’s
recognition in CSR. multimedia CSR material;
- Users fortify a company’s CSR
5. Disclosure of CSR standards and official advertising campaign;
Indexes :AA1000, ISO 140001, ISO - Users are paid by the company to
19001, SA8000, Carbon disclosure social product advertising
project, FTSE 4, DJSI, OSHAS 18001,
EMAS, GRI, ISAE 3000 Interviews were conducted online
following a phone call to establish a
6. Use of web to set an e- agenda on
connection with the interviewees. We
social issues :
developed an interview guideline that
- Company’s editorial articles in
includes both quantitative and qualitative
their websites on social issues;
questions. We asked interviewees to
- Comments in their websites;
indicate their agreement to six statements
10

11. (using a 5-point Likert scale) and reason
of the agreement/disagreement. A
qualitative “why” answer for each
statement was compulsory. We were
-
-
Skeptical nature of public opinion or
mass media
Risks of advertising with social
1
particularly interested in qualitatively dimension
analyzing quotations from managers’ - Risks of using corporate blogs to
opinions communicate CSR
We asked mangers opinions on:
- Difficulty to do vs difficulty to Five people built the list of contacts within
communicate CSR the 251 companies. In total, we collected
69 interviews.
- “Marketing” Risk to communicate
CSR actions One coder analyzed the qualitative
statement of managers in order to
- Boomerang effect of embedding a develop a cluster pattern of similar
corporate image around CSR during reasons regarding their specific opinions
crisis related to CSR communication.
11

12. 2
What is
communicated
12

13. 2.1. UK and South Europeans, the high disclosers!
UK companies have the highest disclosure. South European
companies follow this trend. Social reporting is still not a high
2
institutionalized practice in Europe
Accessibility of CSR content
The websites of Anglo-Saxon and south
European companies give higher direct Social reporting
access to CSR information than websites Thematic
30 *
from companies originating in other areas. Overall 33 Report
48
Overall 73% of companies’ websites have a
CSR dedicated area. CSR information is UK 74
69
provided in one click by 69% of UK Social Report
companies, 57% of Spanish companies ES 33
67
and 54% of Italian and French companies.
Differently, on the other hand, only 26% of FR 26
52
Swiss and 35% of Danish companies Annual report
provide this direct access (χ²<.001). IT 26 includes
52 section on
CSR
Use of social reporting DK 15
41
Overall, 33% of companies provide online
access to their social report, 30% to their CH 10 (χ ²<.001)
40
thematic report and 48 % include a section *no sig differences
on CSR in their annual report. Compared 0 50 100
to other companies, Swiss and Danish
companies score the lowest when
providing online access to their social report
(χ²<.001) and less CSR space in their
annual reports (χ²<.001). No significant
Industry differences
differences were found concerning thematic
The companies most providing a social
reports. Environment, governance,
report (χ²<.050) are within the Bank,
citizenship and sustainable development
Insurance and Gas, Water and Electricity
are the most frequent themes of these
industries. Besides, companies less
reports.
providing a CSR section in the annual
Overall, 39% of companies inform about report (χ²<.050) are those from Textile,
having a third party certification. Here again Retail and Fashion and
UK companies are those most informing on Telecommunications. Finally, those
this (67%), followed by French (52%), companies that most provide a thematic
Spanish (45%) and Italian (40%) report (χ²<.005) are those from
companies. Those companies that less insurance, food and beverage industries.
inform about this aspect are Swiss (17%)
and Danish (14%) companies (χ²<.001).
13

14. Issues being communicated
Overall findings indicate that companies
provide information on all issues. Most
communicated issues are workplace
climate and environment, while the least Overall
Stakeholder involvement
63
2
60
communicated one is human rights. In Mission,
vision, values
general, UK companies inform more than UK 95
are put in
others. Again, findings indicate that South 98
practice
European companies follow UK’s tendency. every day
ES 67
English and Spanish companies inform 69
more than others on their stakeholders’
involvement. In addition, they also inform IT 67 Mission,
64 vision, values
more than others on their community
are
involvement, especially concerning their 52 developed
FR by involving
collaboration with local communities and 55
stakeholders
their donations, sponsoring, foundations
and events. Danish companies rate DK 49
44
particularly low in disclosing their internship (χ ²<.001).
policies for young graduates. 31
CH
31
UK and Italian companies instead dominate
the disclosure of two issues, which are, 0 50 100
market and ethics for governance. Italian
companies are in particular concerned to
inform on how they manage their Community involvement
relationships with creditors and suppliers,
65
that is, on how they respect deals, Overall 47
66 Projects in
standard of quality for production; also they
local
are concerned to inform on their ethical 98 community
UK 83
conduct and what they do to prevent 95
corruption, money recycling and conflicts of
74
interests. ES 52
76
UK, Spanish and Italian companies inform Internships
68
IT 59 for young,
comparatively more than others about their 68 graduates
commitment to local economic
67
development, especially concerning the FR 62
creation of works and help for young 69
generations. Swiss companies inform 50
CH 21 Sponsoring,
comparatively less about their role in 50 foundations,
creating local work. Both Swiss and Danish events
33
companies rate particularly in how they DK 7
36
disclose their commitment for local project
development. 0 50 100
14

15. Overall
Market
66
65
70
66
93
R&D for social
2
98 products
UK 100
95
74
IT 71 Security in
88 production and
88
distribution
74
ES 71
74
69 Caring about clients
67
FR 62
64
60
44 Respect deals,
DK 51 standard of quality
56
54 for production
45
CH 33
38
31
0 20 40 60 80 100
Ethics and governance
65
Overall 37
53
98
UK 98
76 Ethical conduct
79
IT 26
64
57
ES 50 Equal Commerce
50
64
FR 24
50
Prevention corruption,
51
DK 17 money recycling, conflicts
46 of interest
40
CH 19
31
0 20 40 60 80 100
15

16. Local economic development
2
31
Overall 52
39
52
UK 90 Projects to increase
81
local economic
48 development
IT 50
55
Help your
45 generation learning
ES 52
50
36
FR 52 Create works
31
2
CH 40
5
5
DK 27 (χ ²<.001).
12
0 20 40 60 80 100
Environment
69
Overall 63
64
77
Pollution
95
UK 98
95
98
81
FR 81 Recycling
79
81
73
ES 73
66
76 Sensitize people
55 toward
IT 52 environment
55
71
60 Sustainable
DK 40
57 development
74
48
CH 36
33
62
0 20 40 60 80 100
16

17. Overall
Work place climate
50
69
65
69
2
67
UK 98
98
98
50
FR 71
74 Benefices and salary
71
64 Training and career
IT 71 developmen
67
69
Equal opportunites
57
ES 69
60 Work conditions
67
39
DK 54
46
60
21
CH 50
45
40
0 20 40 60 80 100
Human Rights
43
Overall 43
49
Infant work
57
UK 57
62
55
ES 55
55 Social exclusion ,
poverty, right to
50 instruction, nutrition,
FR 50
62 freedom
40
CH 38 Respect of
33
international
32 agreement human
DK 24 right
46
26
IT 31
33
0 20 40 60 80 100
17

18. UK and French companies are those that
more disclose on issues related to
environment. Though being comparatively
less disclosing, more than 50% of CH and
DK companies inform on their
50% of companies denote a disclosure on
it). Comparatively speaking, Swiss
companies rate particularily low in their
disclosure on benefices and salaries
2
commitment to sustainable development, Finally, it is interesting to note that Italian
pollution and environment. This is notable companies rate particularly low in their
since on other issues this rate is below communication on human right related
50%. issues, even less than Swiss and Danish
companies. In general human right is the
Work place climate is another issue on issue that is less communicated overall: it
which UK, French and Italian companies is the only issue that rates lower than in
inform comparatevely more than others. 50% for all companies.
As for the topic environment, Danish and
Swiss companies reveal a higher
disclosure than for other issues (around
Industry differences
Not surprisingly the Bank industry reveals to be most disclosing than other industries on
all issues we analyzed. This tendency is followed by companies in the Gas, Water and
Electricity industry that are disclosing in many of these issues. Companies that appear to
be more frequently as having limited communication on many CSR issues belong to
Tourism, Textile, retail and fashion and oil and coke industries. These results are
significant from χ²<.050 or χ²<.005.
Cause related marketing
Overall only 11% of companies
communicate to provide a donation on the DIsclosure on Cause Related marketing
base of consumers purchase, 18% inform
on their social advertising campaign, 27% 11
overall 18 Donate
inform on the amount of money they 27 money on
49
donate for urgent matters such as war and consumer
UK 14 purchase
earthquakes, and 49% of companies inform 38
79
on received award for their CSR Social
engagement. ES 31 advertising
38
74
UK and Spanish companies have similar FR 29
26 Donate
degree of disclosure on Cause Related 48
money for
Marketing activities (χ²<.001). Specifically 17 urgent
IT 33
they tend to have the same degree of 43 matters
disclosure about their special donations for
CH 10
17
urgent issues (e.g. war, earthquakes) and 21 (χ ²<.001)
about awards and public recognition
received on CSR. DK 5 *no sig
7 29
differences
Compared to other companies, Spanish 0 50 100
18

19. and French companies inform more on their
social advertising campaigns. Either they
provide the social campaign online, or a
direct link to it.
Industry differences
Companies within the food, beverage
and tobacco industry are those that
most communicate on their social
2
Standards and Indexes advertising. Banks, telecommunication
The standard that is most communicated is companies, gas water and electricity
the ISO 14001 (environmental companies, chemicals and
management), that is communicated by pharmaceutical companies follow this
47% of scrutinized companies. ISO 19001 tendency. These results are significant
(quality of management system) is from χ²<.050 or χ²<.005.
communicated by 19% of companies;
AA1000 (multi-stakeholder consultation for
accountability, responsibility, sustainability) Standards
is communicated by 17% of it; and OSHAS
18001 (health a security at work) is 42
overall 36 Global
communicated by 14% of companies. Only 17 Compact
47
7% of analyzed companies certify that their
reporting follows the GRI standard 52
UK 50
reporting, and only 5 % of them certify to 48
48 GRI (reporting)
have the ISAE 3000 standard reporting. 48
Only 6% inform on their adherence to the SP 48
26
Carbon disclosure project. Only 1% on 74
EMAS (eco management audit scheme) 62 AA1000 (multi-
FR 5 40
stakeholder
We found significant differences between 60 consultation)
how companies inform on their standards 31
IT 29
only in AA1000, ISO 14001 and GRI and 17
45 ISO 14001
their adherence to global compact (environmental
24 management)
principles. Companies that most CH 26
0
communicate about having an ISO 14001 26
are from Spain and France followed by UK 36
(χ²<.001). On the other hand, standard DK 5 22
32
AA1000 is reported instead in particular by
UK companies (χ²<.001), while GRI 0 50 100
reporting standard is provided especially by
Spanish and UK companies (χ²<.050). In
particular French English and Spanish
companies disclose on their adherence to
global compact principles
Industry differences
Companies that are particularly disclosing on following the GRI reporting standard are
those from Bank and Gas, water and electricity industries (χ²<.050). Companies that
notably inform on their adherence to ISO 14001 are Banks, Gas, water, electricity and
Chemicals and Pharmaceuticals companies (χ²<.050). Finally companies informing on
OSHAS 18001 are those from gas, electricity and Chemicals and Pharmaceuticals
companies (χ²<.050). 19

20. 2.2. CSR e-agenda setting: made in ES, IT and UK
Companies tend to turn their website into an online newspaper
2
to inform not only on their CSR commitment, but also on social
issues in general. Spanish, British and Italian companies rate
particularly high in this respect.
Overall findings
52% of companies use their website to projects); 14% of companies provide hot
set an agenda on CSR issues they are links with independent open sources or
committed to. 34% of companies provide blogs.
hot links with opinion leaders or
formalized institutions (such as nonprofit Only 10% of companies provide RSS on
organizations - NGO’s). 29% of them post CSR issues and corporate magazine
comments on news about CSR they are content on social issues. Besides, only
committed with. 26% of companies 9% of companies’ posts editorial articles
publish multimedia content on social in their websites. 8% of companies
issues (e.g. corporate CSR TV, videos provide third parties expert opinions in
documenting on their CSR long term their website.
Use of web site to set agenda
Setting an agenda (according to items below) 52
Hot links with op. leaders or NGO 34
Comments in their websites 29
Multimedia content on social issues 26
Company’s editorial articles in their websites 19
Hot links with Independent news or blogs 14
Providing a RSS on CSR issues 10
Magazine content on social issues 10
Third parties opinions (e.g. experts opinions ) 8
0 10 20 30 40 50 60 70 80 90 100
20

21. Comments, editorials, links
We found significant differences per
country only for some elements. UK and
Spanish companies are particularly
Opinionists websites
2
Overall 19
disclosing their CSR through companies 29
editorial articles on social issues (χ²<.005) 29
UK
and comments about recent events and 57 Companies
trends of social issues (χ²<.001). Italian editorial
ES 36 articles on
and UK companies are those that most 36 social issues
inform on CSR by providing hot links with
IT 17
opinion leaders and formalized institutions 24 Comments
such as NGO (χ²<.005). on their
FR 14 websites
21
Italian and Spanish companies are those
that most inform on their CSR by providing 2
DK 32
links to independent news sources or
blogs. Thus, these are those companies
CH 5 14
that most link their social engagement to (χ ²<.001)
blogging and open source journalism
(χ ²<.050). 0 50 100
Swiss and Danish companies are notable
for not including in their communication hot
links and opinions on current events of
Hot links
CSR.
Overall 14
34 Hot links with
Independent
Industry differences UK 14 60 news or blogs
Companies within Gas, water and
IT 24
electricity industry are those that most 38
disclose their commitment to CSR by
ES 24
providing hot links with independent 29 Hot links with
opinion leaders
news or blogs (χ²<.005), multimedia 17 or formalized
FR 29
content (χ²<.050). Together with food institutions
and tobacco companies they are also CH 2 (e.g. NGO)
24
those companies that most provide
5 (χ ²<.005)
community discussion boards on social DK 24 (χ ²<.050)
issues (χ²<.050)
0 50 100
21

22. 2.3. Web 2.0: a South European experimentation
CSR communication through web 2.0 is in its early stages.
Spanish, italian and french companies are those that most
2
experiment.
CSR Corporate Blogs
Overall, only the 5% of companies have companies which experiment this new
corporate blogs on CSR issues. We were type of CSR communication. Hereafter
able to document examples in particular are presented some examples.
from Spanish Italian and French
Italian companies
Telecom Italia has a blog called “A voi
comunicare” (you communicate) where
people -famous or less famous- take a
position toward issues related to ecology,
health, etc. It is a space where interview-
videos are posted. Some are professional
produced by bloggers of “a voi
comunicare”, others are not. People can
also post their point of view on social
issues. Political and environmental issues
are particularly discussed in this blog.
Users highly participate in this blog.
Benetton group has a blog called
“Benetton Talk” where the company invites
users to “tell us things we should think
about today”. People upload pictures,
video, comments on topics they find
important for our society. In this blog users
post mainly things related to art and
creativity: some interesting pictures and
inventions from users are uploaded. This is
in line with Benetton engagement toward
young generations and their development
of creativity. Users highly participate in this
blog.
22

23. Autogrill has a blog called “on the Move”
where people can read and discuss themes
and issues that shape day to life in Autogrill:
consumer culture, food, beverage, travel,
transports, companies, etc. People post
2
videos, comments. Users highly participate
in this blog.
Fiat Group has a blog space within the
website “Sustainability: be guided by the
future” in which they permit users to rate
sustainability projects the company is
investing or will invest in.
Spanish companies
BBVA has a blog called “open talent”,
where people can post their
entrepreneurship projects, comment on
projects. BBVA blog aims to provide
funding opportunities to young
entrepreneurs, who will be selected by
BBVA to fun their projects. Many projects
are posted by users.
Mapfre has a blog called “circula seguro”
opened by Fundacion Mapfre and Michelin.
The aim of the blog is to inform of security
when driving. People can post questions,
comments and reflections on how to drive
with security. Many questions and
comments are posted
23

24. La Caixa has a blog called “el blog de la
Caixa” where are posted a wide number of
news about the company, were people can
post their comments. At least each three
news there are posts on the company’s
2
and its foundations’ commitment to social
issues.
Caja Madrid has a blog called “Red de
blogs obra social Caja Madrid . Its aim is to
bring people do discuss about issues that
are relevant in our society.
Telefonica has a blog called “red de
Catedras Telefonica”, a platform that aims
to improve the communication between
Telefonica and a number of universities in
Spain so to analyze the impact of
technologies on society. Themes debated
are plural: climate change, education,
health, security, social media, web, new
technologies, etc.
French companies
BNP Paribas has a blog called “for a
changing world” where employees,
partners and users of the web can
exchange their point of view on sustainable
initiatives. The blog includes a wide range
of comments on many issues, from culture,
diversity, education, solidarity, health, etc.
Danone has a blog called “pied sur terre”
that aims to make users discussion issues
of sustainability in our society. Through the
blog the company directly informs on the
corporate commitment to CSR.
24

25. Caisse d’Epargne has a blog called
“Bénéfices Futur” where the company
informs users on sustainability projects that
2
are put forward by the company. Users can
post comments.
Use of social network
Overall, only 14 % of companies use social
network to disclose their CSR. They use Disclosure CSR through
social networks
one or more of the following social
networks. Overall 14
8 % of companies under scrutiny use you Youtube 8
tube. To provide videos of their social facebook 4
projects, especially long term ones. linkedln 4
Flickr 3
Though a high number of companies have
a profile in Facebook and LinkedIn myspace 2
(companies mainly use it for internal or secondlife 1
employer branding purposes), only 4% use Friendster 0
these social networks specifically to
disclose their CSR. The majority of them 0 50 100
are from Spain and Italy (χ ²<.050).
What these companies do is to promote
their internship programs for young Disclosure though Facebook &
generations (for example Union Fenosa and LinkedIn
Sodexo, BBVA). Also, they promote their
foundations, specific projects or blogs (e.g. Overal 4
l 4
Telecom Italia, Benetton). Some of them
ES 12
also diffuse their sustainability report (e.g. 12
Fiat) through Facebook and LinkedIn. IT 10
7
In 3% of cases we found out that web users 2 Facebook
UK 2
fortify a company’s CSR online campaign linkedln
with spontaneous advertising or users are FR 2
0
solicited by the company to create a 0
DK 0
company’s multimedia CSR campaign. In 2%
of cases users are invited to develop games CH 0
0
or plays around CSR issues, and in 1% of
cases users are invited by the company to 0 50 100
“build” virtually their CSR products (e.g eco-
oriented)
25

26. 3
Opinions of
who
communicates
26

27. 3.1. Engaging in or communicating CSR: That’s
the question!
Is it more difficult engaging in or communicating CSR? Managers find that both
3
processes have their complexities and risks. Risks can be avoided easily with a reliable
communication based on prudence and balance, rigor and transparency and by getting
to know the media and the audience and stakeholders.
Communicating is easier than engaging in
- “Communicating actions is easy. The true challenge lies in the development of these
actions” (Spain)
- “Well planned CSR activities communicate their meaning by themselves “(Italy)
Communicating is more difficult than engaging in
- “Doing CSR is just following our values. Communicating could be a bit tricky - we do
not want to brag” (Denmark).
- “We face a problem when communicating CSR: lack of credibility” (Spain).
- “It is difficult to convey the key messages and data in a concise, simple way” (UK).
- “There are many different expectations from stakeholders” (Switzerland).
- “Effective and credible communication covers areas where the company has
performed badly, or which are far more complex than is publicly understood” (UK).
- “It is really difficult to communicate CSR engagement, without the action being
perceived by the public as marketing” (Spain).
Why is engaging in CSR changing the culture of an organization,
about finding new ways of working, about
difficult? considering more than the financial
bottom line. All of this is a major challenge
Communicating CRS is seen as an easier
to any organization”.
task than engaging in it by some of the
respondent organizations, who indicated Thus, CSR is central in companies’
that “what is difficult is implementing business strategy and implies facing the
responsible policies. Once they are global industry context as well as its
implemented, communicating them is fundamental issues. One Danish company
easy” (Italy) and “well planned CSR understood CSR as “much, much more
activities communicate their meaning by than communication. Actually, we view it
themselves” (Italy). more as an internal change management
tool or even business development, which
Yet implementing CSR is an immense
takes into consideration the conditions
task. It requires the mobilization of “the
that the business is now facing (climate
whole organization” (Spain) and the
change, outsourcing, demanding
transformation of the working processes
stakeholders, etc.)”.
in day-to-day activities. As one UK
company stated, doing “CSR is about
27

28. Changing processes involved in the CSR
requires working with different units and
individuals as it must be implemented and
understood across the company “from
the bottom levels up to the managerial
(Spain). Communicating CSR provides
vital implications for firms. Results can be
important improvements, but a lot of
possible risks are also possible. As one
Italian company put it, “knowing how to
3
level” (Italy). Size and location(s) of the communicate CSR in an effective way
company need to be taken into account. within the company and with our own
For one Danish company, “implementing stakeholders is key, not only to CSR
principles and strategies in a large success but also for the company itself.
organization with more than 22,000 The company may find a competitive
employees in 14 countries is a much advantage and good relations”.
bigger challenge than communicating
about what we do and why”. Firms can encounter difficulties in
communicating CSR, such as identifying
Some managers pointed out the technical what it means to engage in CSR. “Often
complexity of implementing CSR. The an organization is involved in aspects of
processes require a lot of planning, CSR and for us this is often just running a
commitment, and time. It has “longitudinal well-managed business. To communicate
and multidisciplinary characteristics” effectively the organization must define
(Spain), and “a serious performance in what CSR is for itself and communicate
CSR requires a real engagement over this both internal and externally” (UK). Yet
time” (France). Moreover, CSR involves some of the respondents identified more
not only intra-organizational elements, but technical difficulties in communicating in
also external ones. As one Danish an effective and credible way.
company stated, “doing CSR properly will “Communicating CSR is more complex,
often also mean engaging both internal as it involves far more shades of grey.
and external stakeholders in the process.” Effective and credible communication
covers areas where the company has
The following quotation summarizes the performed badly, or which are far more
opinion of those who find engaging in complex than is publicly understood. This
CSR more difficult than communicating it: requires more skill and subtlety than is
“Putting in place the necessary needed for simply carrying out social
commitment, framework, processes, and investment projects or measuring the
KPIs to measure and continuously make socio-economic status of a local
progress is a difficult task. Once all of this community, as it is a unique task each
is set, then it becomes easy to time” (UK).
communicate CSR activities”
(Switzerland). Expected audiences also transform the
way in which companies manage CSR
Why is communicating CSR disclosure. If communication is addressed
to the general public, the challenge seems
difficult?
to be finding key and clear messages and
“Communicating CSR is very important putting them in a “simple way that people
because it's a way of getting optimal are prepared to read” (UK) because
results in CSR: growth in reputation and “social and economic tissue, at least in
brand value. Therefore, communication Italy, still remains immature regarding
costs and interest are not discussed” these issues” (Italy). In measuring the risk
28

29. of public perception, one Danish company
focuses “more on educating the industry
and our clients around CSR issues than
communicating about our own initiatives.”
development, but clearness could also be
misinterpreted” (Denmark).
Companies can risk their credibility if the
messages are not balanced: “we face a
3
However, the audience can also be seen problem when communicating CSR: a
in a more complex way, as indicated by lack of credibility. There is still a
several different agents. “There are many perception that what gets communicated
different expectations from stakeholders. is smoke and mirrors” (Spain). The main
What is compelling for one audience is problem stated in this sense is that CSR
insufficient for another. Getting the can be misunderstood for social
balance between KPIs (and choosing marketing or interpreted as green
which KPIs) and stories is a perennial washing: “a company is not always
challenge. The raw material is not difficult legitimated to communicate its own CSR
to find; describing it in a way that meets actions. Its stakeholders may become
the expectations of external observers is suspicious, may accuse the company of
more challenging” (Switzerland). The green-washing” (France).
different possible channels for
communicating CSR also imply Understanding the
challenges. Achieving a wide audience relationship between
can be quite competitive as firms contend
with other "interesting news and stories in engaging in and
the public domain” (Denmark). communicating CSR
In this sense, the main perceived risk Taking into consideration all of the
comes from the relationship with media. previously stated challenges, it can be
“When communicating CSR, the concluded that the way in which CSR—
company always depends on third and the relationship between
parties” (Spain), and these parties do not communicating and engaging in it—is
always share the same objectives. “Many understood varies from company to
companies perceive it as a risk to company and from manager to manager.
communicate about CSR and hesitate to Therefore, some firms understand CSR as
do so because they know that the media a communications-driven function:
will search for negative stories” (Denmark). “invariably the communication of the CSR
approach and achievement will drive the
For one Danish company, “CSR is all doing of CSR” (UK). Yet others view it as
about walking the talk and talking the an integrated part of their foundations and
walk. It is what you do that matters. The values, so they “see no need to
difficult part is giving the receiving end of communicate it” (Denmark).
your communication the correct picture.
Neither too much nor too little.” As was In addition, the boundaries between
previously indicated, choosing the KPI to action and disclosure are not firmly
be transmitted is problematic: “doing CSR defined. For some of the respondents’
is just following our values, managers, the relationship seemed clear:
communicating could be a bit tricky, we “if you act fundamentally social
do not want to brag, only being open and responsible, you can communicate easily,
clear in our reporting, telling about our transparently, and credibly” (Switzerland);
“Isn't it obvious? You should only
29

30. communicate what you are doing”
(Switzerland); and “doing CSR is a natural
part of our morale in Denmark” (Denmark).
Yet the disclosure of CSR is suspicious
esp. support from the top) and across
functions; and implicit in this is the extent
to which it is a priority to the core
business. Communicating CSR also has
its challenges. The question doesn't
3
even within the profession. One manager specify whether CSR is communicated
stated that, “making statements or accurately (or indeed whether it's done
communicating is not enough. Very often, effectively), which is important to establish
unclear or blurred initiatives are hidden in terms of the ease of communication
behind elegant communication activities” since the proliferation of CSR related
(Italy). Another believed “that we often find articles and associated claims of 'green
statements of purposes, which do not wash' may suggest that in fact it's all too
correspond to actual achievements within easy to 'communicate CSR'. This also
the company, rather than the contrary” relates to the knowledge and
(Italy). understanding of those communicating
One respondent synthesized CSR as the messages and, linking back to the
such: “The practice of CSR and the ease ease or difficulty of doing CSR whether
of 'doing CSR' in my understanding varies there is, in fact, anything to communicate”
from company to company and most (UK).
likely by sector and country. In a company
scenario, it depends on the support of
those at every level of the business (but
30

31. 3.2. The “marketing” risk of communicating CSR
We asked managers to tell us if communicating CSR has the risk of being accused of
doing marketing while communicating CSR. Overall, managers perceive this risk mainly
3
when communication does not respond fairly to what is being done.
It is not risky or it is easy to overcome
- If real and measurable facts support communication, then the company can easily
and at any moment demonstrate whatever has been said (Italy).
- A reliable communication should not mean risks. On the contrary, it should mean an
opportunity to increase profile (Spain).
- CSR communication is right and proper because it helps share experiences and
creates awareness in the public (Italy).
When it is perceived as risky, what are the risks?
- For a UK firm, “risk is present for the following reasons:
- If the communication is not aligned to what the business is actually doing,
communicating can also attract further scrutiny
- if the organisation has not addressed the large CR issues relating to its core
business activities
- If CR is overly communicated in relation to a specific product or brand where it is not
appropriate” (UK).
Overcoming the risk
- By being prudent in your own communication you can handle this risk (Denmark).
- With robust stakeholder engagement and a sophisticated credibility driven approach
to CSR communications, risks are managed and mitigated ( UK).
There is no risk or it is easy the company’s real commitment in terms
of resources and organizational structures
to overcome involved” (Italy). “A reliable communication
should not mean risks. On the contrary, it
Some companies stated that “there are
should mean an opportunity to increase
no risks involved” in communicating CSR
the profile, win trust, and motivate and
actions (Spain and Italy). If CRS is “aligned
drive others to do the same” (Spain).
with the business strategy” (Switzerland)
or if it “is effectively integrated into the Communicating CSR can also provide the
business model, the debate about image opportunity for public engagement. “CSR
green washing gets easily overcome” communication is useful because it
(Spain). Similarly, another respondent provides the company with the fair image.
added that, “if real and measurable facts It is also right and proper because it helps
support communication, then the share experiences and creates awareness
company can easily and at any moment in the public” (Italy). Indeed, “only when
demonstrate whatever has been said” the company communicates its own
(Italy). Therefore, communication can be engagement is it possible to get the other
seen as an opportunity “to demonstrate actors’ commitment over the targeted
31

32. objectives and share actual results” (Italy).
Communication CSR “helps to build up
culture over these issues” (Italy).
When it is perceived as risky,
Overcoming the risk
One UK Company explained how to avoid
risk. “Following some very simple rules
should prevent accusations of green
washing. These could be summarized as
3
what are the risks? follows:
Nevertheless, some companies consider
- Address your big issues head on; don't
that the risk of being perceived as
shy away from your material issues
marketing is always present (Denmark),
because they are difficult.
particularly if communication does not
respond fairly to what is being done. - Be honest and balanced in your
“Communication must go hand in hand communications, not just the good
with an effective implementation of news stories.
everything being stated” (Italy). As one
manager stated, “evidently, if little is done - Respond to what your stakeholders are
(or barely anything, or even something asking for; if you communicate what
wrong) a lot of communication becomes people are interested in, it is more
risky” (Spain). difficult to be accused of green washing
and PR” (UK).
For one UK firm, “risk is present for the
following reasons: Prudence, balance, are focus were
identified as ways of dismantling risks. “By
- If the communication is not aligned to being prudent in your own communication
what the business is actually doing, you can handle this risk” (Denmark). The
communicating can also attract further accusation of simply engaging in
scrutiny marketing “is only likely if the
- if the organization has not addressed communication is not balanced (e.g., only
the large CSR issues relating to its core good news) or focuses on issues that the
business activities reader does not recognize as being
significant to the business” (UK). Some
- If CSR is overly communicated in
managers consider it necessary to
relation to a specific product or brand
communicate the bad news as well: “The
where it is not appropriate” (UK).
most important thing is not to make a
The damage to the organization’s picture perfect!” (Denmark).
reputation, credibility, or coherence could
be bigger if companies are “caught in Responses differed in regard to reducing
saying but not doing,” which could appointed risk related to the audience and
damage “the company’s authenticity, and media. Some respondents pointed out
thereby the consumers’ perception of the that communicating through media
company as real and trustworthy” perceived as green washing can only be
(Denmark) or if “there is something dirty in prevented with “rigor and transparency of
the backstage, and then communication CSR” (Spain). Others asserted that the
is used to wash away the guilt” (Italy). media can be useful for CSR disclosure
as “it is better to have one's activities
communicated by a third party to
enhance credibility. External verification
and demonstration of stakeholder
32

33. engagement can be helpful in allaying
doubts” (Switzerland).
Risk also depends on the stakeholders’
involvement in communication CSR, and
strictly clear. Sometimes this confusion
can be integrated into the organization’s
structure, but “it is crucial that the
responsibility of CSR not be placed in the
marketing department or with non-CSR
3
internal and external audiences need to professionals” (Denmark). CSR can
be considered separately. “Media are become “exclusively a marketing plan [if]
more interested in the bad news, rather the company does not really integrate
than the good news often seen as green social responsibility within their policies
washing” (Switzerland). In addition, “it is and processes” (Spain). Even if “CSR is
often challenging to convince internal not suitable for general marketing
stakeholders of the need for transparency, purposes, [it] can indirectly benefit that
rather than PR” (UK). effort” (Denmark).
Understanding this difference is essential Communicating CSR can also be
for managing risk. “With robust understood as marketing as “some
stakeholder engagement and a companies conduct a type of
sophisticated credibility-driven approach communication that might be qualified as
to CSR communications, risks are social marketing [whose] objective is to
managed and mitigated. Companies that get market approval or the media
understand what works with different approval of a particular group” (Spain).
audiences will be able to craft compelling
communications strategies that provide a Some managers indicated that they
mixture of hard data, credible visions “already [see] evidence for the claims of
backed by performance indicators green washing” (UK), such as when firms
(NGOs), and compelling case studies (civil use “a form of communication where the
society/ customers)” (UK). form wins over content” (France). But they
warned that “CSR actions solely designed
Relationship between for marketing purposes get the truth out”
(Italy).
communication and
marketing
In any case, the boundaries between
communicating and marketing are not
33

34. 3.3. Attitudes of public opinion and/or mass media
We asked manager’s opinions on weather public opinion and/or mass media are
skeptical toward those companies who inform about their CSR actions. Most of the
3
managers do not see this scepticism in media and public opinion at least for that
companies committed to communicating their actually implemented CSR action. Public
interest for these actions has been growing lately. Other respondents perceive that more
transparency is requested due to past scandals.
The majority of respondents do not see such scepticism
- Mass media offer a favourable treatment to companies that inform about their
policies and activities in the realm of CSR (Spain).
- Actually, many actions are well understood (Italy).
Those who see scepticism state
- Business credibility is affected by numerous corporate scandals (Spain).
- They should be. It is a part of having a critical judgement of the information you
receive (Denmark).
It depends...
- On company’s reputation (Italy) and credibility (Denmark; Switzerland).
- This depends on the industry in which your company is active (Switzerland)
Are public opinion and/or These managers further pointed out that
media are suspicious only of those
mass media skeptical? companies that focus on communication
Most manager respondents did not think rather than the CSR action. As previously
that public opinion and mass media are indicated, if communication is carried out
skeptical toward those companies who in a responsible and truthful way, “it may
provide information about their CSR deliver a high level of trust” (Spain). In the
actions. These managers very positively same sense, one manager stated that, “if
perceived the relationship with media and the company develops serious CSR
public opinion. One manager from Italy planning and reporting, public opinion will
stated that, “I believe that public opinion is then be interested in understanding and
nevertheless stricken favorably towards consolidate a reliable relationship with the
those who communicate their company” (Italy). According to a Swiss
commitment in this subject”; another company “campaigning is negative, but
manager said, “mass media offer a basic communication work, for instance in
favorable treatment to companies that presentations or in a chapter in a report of
inform [the public] about their policies and the company, is positive.” So the
activities in the realm of CSR” (Spain). skepticism “depends really on behavior
that is not CSR oriented” (Italy).
34

35. “Actually, many actions are well
understood” (Italy) as “nowadays, there is
fairly widespread knowledge of these
subjects within media and among opinion
leaders" (Italy). The public is also assumed
information on the report, because an
independent party is in charge of
validating all the information” (Spain).
The last possibility is to see media and
3
to be interested and even “asks for more public opinion as “indifferent” and “more
information about CSR actions” (Italy). than skeptical” (Italy). If companies can
Indeed, something has changed in the profit from some interest, trust can be
past few years regarding media built. “When one does have the
perception of and interest in CSR. “There opportunity to engage and explain one's
has been growing interest in CSR actions sensibly, rather than in sound
activities and performance over the last bites, the reaction from both the public
few years, particularly from the media” and media is usually very positive. If you
(UK). “Media have evolved, they have have enough of their attention, you can
assimilated CSR concepts. Therefore, it’s explain convincingly” (Switzerland).
possible to believe that media appreciate
companies supporting transparency” It depends...
(Spain). Public opinion and/or mass media
depends on the company’s reputation
Yet another group of respondents (Italy) and credibility (Denmark;
perceived the media as skeptical and Switzerland), which can be related to the
considered that "suspicion is logical when company’s previous performance. “There
they perceive an unfair leap between what is an inherent danger that reports from
is actually performed and what gets companies that have faced public
communicated; when the focus is just criticism are faced with skepticism.
advertising, without the balance needed” However, a good quality report will accept
(Spain). “All our experience shows that that they have performed badly in the
more transparency is requested by a wide past, and will explain what the company is
range of stakeholders” (Switzerland). The doing to improve on this poor
reasons for such suspicion stem from performance” (UK).
past experiences as “business credibility
is affected by numerous corporate Different perceptions are also based on
scandals” (Spain). “Probably because in the sector (Switzerland). Industries’
the early days of CSR some companies reputation can vary significantly. For
have been less focused on CSR and more example, “in telecoms there is less
focused on image building” (Denmark). skepticism about the core nature of the
business than there may be in the
In other words, journalists are supposed tobacco or airline industries reporting on
to be critical (Denmark). “They should be. CSR” (UK). As one manager put it, “large
It is a part of having critical judgments of corporations and the traditional 'sin'
the information you receive” (Denmark). industries such as tobacco, big business
This can be “both understandable and and specific sector of industry have
stimulating. Public opinion and media will reputational issue. This is driven by large
welcome [it] if the form and content of scandals, the media, and also arts and
communication are good, and if the culture. I consider this in light of films such
recounted facts are real and verifiable” as The Whistleblower, Syrianna, Michael
(France). “This gives more credibility to the
35

36. Clayton, The Constant Gardener, etc."
(UK).
The nature of the products and
production were also indicated as a
In certain circumstances, strategic
planning can impeach CSR
communication, “as was the case during
a gap in reporting when the business was
in transformation” (UK). Possible cultural
3
factor. “Public opinion is swayed by much differences (Denmark) also need to be
more than CSR communications such as addressed in communicating CSR as
the nature of the product, history of the public perception can vary (UK). As one
company, and personal experience of the manager stated, it “depends on which
company (as a consumer, supplier, or part of the world you are in. Generally, I
employee)” (UK). A manager from a think that in Europe the public and the
fashion and apparel company stated that, media prefer CSR communications to be
“I don't think they are skeptical but they rather subtle and based on actual results”
are definitely more alert and this is very (Denmark).
important since CSR work hardly ever
guarantee 100% security in the full chain
of suppliers” (Denmark).
36