Overview

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

Full Product Details

9781444336450

Table of Contents

Reviews

?This will become a seminal text that can be used at both undergraduate and graduate levels. It is well-written, incorporates U.S. and European theoretical perspectives on CSR practice, and places it squarely in the domain of strategic communication.? - Derina R. Holtzhausen, Oklahoma State University ?CSR has become the new mantra of the corporate world. With a strategic and process oriented approach to CSR, this important book provides new research-based insights into the concept, philosophy, and practice of CSR.? - Winni Johansen, Aarhus University ?Without a sound CSR commitment by management, efforts to communicate CSR are at best facile and at worst manipulative and deceptive. CSR theory reasons that the organization must first be ?good? if it is to communicate in ways that can advantage its brand equity and protect it against unwarranted attacks. Coombs and Holladay wisely understand this battlefield and build on it to advance the understanding of what can and must be said to feature businesses? CSR achievements.? - Bob Heath, University of Houston

Author Information

W. TIMOTHY COOMBS is a Professor in the Nicholson School of Communication at the University of Central Florida in Orlando. 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 is a Professor in the Nicholson School of Communication at the University of Central Florida in Orlando. Her work has been widely published in several journals. Together, W. Timothy Coombs and Sherry J. Holladay are authors of the award-winning books It’;s Not Just PR: Public Relations in Society (Wiley-Blackwell, 2007) and PR Strategy and Application: Managing Influence (Wiley-Blackwell, 2010), and co-editors of The Handbook of Crisis Communication (Wiley-Blackwell, 2010).

Tab Content 6

Countries Available