ABSTRACT
Corporate social responsibility (CSR) communication needs to be based on substance, which Jean-Philippe Renaut defines as strategy, systems, targets and performance. Karl-Henrik Robrt feels that the key role of academics and experts is to provide competence to top managers and business leaders and support them in developing suitable strategies. In general, the awareness tends to be higher when consumers are actually engaged in the CSR initiatives themselves. Jean-Philippe Renaut, expert in sustainability strategy implementation, previously with Sustainability, suggests that CSR summarizes all corporate initiatives that improve the sustainability performance of an organization. The challenge is to make sustainability attractive to the relevant target audience, adds Jean-Philippe Renaut. Mallen Baker agrees: Effective CSR communication is two-way. It needs to create a change and engage employees, consumers, CEO's, non-governmental organizations (NGO's), and make people think, argues Cline Louche. Third-party or media-driven CSR communications can have a totally different kind of impact on stakeholders than direct communication.
