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The Asian Media & Mass Communication Conference 2010 Osaka, Japan
Communication does play a role in the CP projects. It is firstly before carrying the
project then secondly once the project has been completed. It is more commonly rectified as preproject
and post-project communication. Pre-project communication is a move of cause-related
marketing campaign to encourage purchase decision. Post-project communication starts only
upon the completion of the CP projects. Usually it is the reporting if the social consequences of
the activities. One crucial component brought up here is the Message (Valor, 2007).
There are always codes of conduct in regarding to the design of message. Valor (2003)
states that a code of conduct should be followed when designing the messages for advertising
campaign if they show the situation of developing countries. After the communication would be
the step of monitoring results and feedback. The final step would be reporting the social and
economic impact of implemented projects.
This paper is looking into the new CP Plan as proposed by Valor (2007) for
implementation purposes. Somehow the focus of discussion would be held up to the steps of
communication only. The CP Plan has been simplified as below:
Action checkpoint.
Reporting social
performance
Planning checkpoint.
Defining social and
economic indicators
Action checkpoint.
Communication
campaign
Action checkpoint.
Contract with
nonprofit partners
Planning checkpoint .
Environmental and internal
analysis. Diagnosis.
Action checkpoint.
Create a pluridepartmental
team
Planning checkpoint.
Economic and social
objectives
Planning checkpoint.
Social agenda,,
donation type and
donation size
Planning checkpoint.
Guidelines for selecting
nonprofit partners
Figure 3: Global strategic plan for CP by Valor (2007)
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