(Person) Percentage - Sabanci University Research Database

The Asian Media & Mass Communication Conference 2010 Osaka, Japan
Implementation / Impact / Influence of CSR
Above listed is only a guideline of CSR. Mackenzic (2007) has proposed a 20-step approach to
CSR implementation:
1) make sure the CEO gets it;
2) formally involve the board in approving CSR policies;
3) get an enthusiast to lead the charge;
4) direct centrally, deliver locally;
5) consider the big picture;
6) keep it relevant (to the organization);
7) link CSR to wider corporate innovation;
8) do what is right, not what is easiest;
9) talk about it;
10) do not hand control to corporate communications;
11) report failures as well as successes;
12) listen (especially to non-governmental organizations, regulators and the
media);
13) talk to staff too;
14) set targets and publish them;
15) monitor progress;
16) use existing benchmarks;
17) incentivize senior management;
18) do something serious about climate change;
19) reap the regulatory benefit;
20) whatever you do, do not do nothing.
Whereas Valor (2007) has proposed another structure of CP Plan, namely Corporate
Philanthropy Plan. Valor (2007) suggests the plan to start with the selection of the non-profit
partner. It is where the firm may choose one or a pool of non-profits; one project or a pool of
them. They may establish short-term or long term relationship with them (Valor, 2007; cited
from Austri, 2000).
364