What is Corporate Social Responsibility? - InnoTrain CSR

sections of the public to define target groups for communication measures. The
concept of sections of the public is often used synonymous with the term
stakeholders in the relatively young science of Public Relations.
PR and CSR management interfaces of a company are possible along the entire
spectrum of internal and external corporate communication. The following typical
range of PR topics offers insight into communication tools which can also be used for
CSR topics. The implementation of a CSR communication strategy is always also a
question of money for a company, and therefore, the proposed possibilities have
specifically been designed for smaller enterprises and lower expenses:
Press releases and the placement of editorial technical contributions in media
� CSR topics can provide a variety of communication motives for the positioning
of the company and its messages.
� Target media and target groups can be addressed with respect to specific
topics via technical contents from the field of CSR.
Press events
� CSR topics can be cause for press conferences, for example to discuss the
results of the collaboration between companies and NGOs.
� A visit to the editorial office and discussions with the media/interviews can be
used specifically to inform media about the CSR topics of a company.
� Companies and stakeholders can jointly organise press seminars or fireside
chats about CSR topics.
Own publications issued by the company
� Tools for the communication with employees, newsletters, brochures and
corporate presentations as well as any possibilities to present the company on
the internet can relay CSR topics. In addition, surveys and other interactive
tools for the stakeholder dialogue can be managed via PR channels.
� With the CSR reporting of the company, PR can make sure that stakeholders
are integrated on the one hand and informed in a target group-oriented way on
the other hand.
Corporate events
� CSR topics can be the reason for actively promoting CSR and conducting
stakeholder dialogues during company-related events such as CSR seminars
with business partners or CSR-related corporate governance.
� CSR topics can be communicated during events such as trade shows or
symposia and integrated as public relations tools. Companies can for example
bring up their CSR activities specifically by organising an open house or
company visits for pupils or students.
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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