What is Corporate Social Responsibility? - InnoTrain CSR

concerns of the stakeholders into decisions and business activities are
communicated in a coherent manner.
As it is generally the case with PR work, the public may perceive CSR reporting as
only trying to show the positive sides of the company while omitting negative facts.
The efforts of a company to integrate stakeholders into the CSR strategy can for
example be credibly supported with statements and quotations from stakeholders.
Based on own experiences with CSR reporting, persons in charge of companies
recommend writing openly about weaknesses, obstacles and critical facts of CSR
and - definitely formulated positively and convincingly - translating them into binding
and measurable goals.
The accuracy of the published information and statements contained in CSR reports
can also be subject to an external verification by an independent institution, like it is
common for example for auditors to verify business reports. In addition, the credibility
in CSR communication can be increased by integrating statements from
representatives of interest groups or independent researchers, whose critical
evaluation of the long-term CSR strategy of a company has an influential and
trustworthy effect on the broader public.
Additional information and resources
Der Nachhaltigkeitsbericht. Ein Leitfaden zur Praxis glaubwürdiger Kommunikation
für zukunftsfähige Unternehmen
imug Institut für Markt - Umwelt – Gesellschaft (Berlin 2001)
http://www.imug.de
Bernd Lorenz Walter: Verantwortliche Unternehmensführung überzeugend
kommunizieren (Gabler Verlag, Wiesbaden 2010)
http://www.blwalter.com/englisch/e002.html
The project "InnoTrain CSR" is organized by GILDE GmbH and has been funded with support from the European Commission. This publication reflects the
views only of the author, and the Commission cannot be held responsible for any use which may be made of the information contained therein. 12/2010
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InnoTrain CSR
www.csr-training.eu