International & intercultural CSR Communication

1. Dr. Stefan Jarolimek
stefan.jarolimek@uni-greifswald.de
What is and how to measure
CSR communication?
An international and intercultural perspective
CSR Communication Conference, Amsterdam 27.10.2011

2. Questions
1. What is CSR communication?
 working definition of CSR communication
2. How can we measure CSR communications?
 a multi case study approach
 cutlural factors: nation, branches, organization
Does it work?
Stefan Jarolimek
What is and how to mesaure CSR communication? 27.10.2011 2

3. What is CSR communication?
Carroll 1991:42
“Corporate social responsibility (CSR) is a concept whereby companies integrate social and
environmental concerns in their business operations and in their interaction with their
stakeholders on a voluntary basis. It is about enterprises deciding to go beyond minimum legal
requirements and obligations stemming from collective agreements in order to address societal
needs. Through CSR, enterprises of all sizes, in cooperation with their stakeholders, can help to
reconcile economic, social and environmental ambitions.” (European Commission 2006: 2)
Stefan Jarolimek
What is and how to mesaure CSR communication? 27.10.2011 3

4. What is CSR communication?
A working definition of CSR communication:
CSR communication can be defined as the communication from organizations
itself or by journalism about events of organizations that are a) longer term
measures (sustainable), b) voluntary (not legally bound). The actions/events
reported have c) a clear connection to the organizations activities, but it is
not their objective.
CSR communications can usually be found in all public communications (PR,
corporate webpages, corporate magazines as well as in journalism and in special
CSR media like the CSR-report). Issues of CSR communication can be
subdivided into social, economical and financial responsibility. The function
of CSR communication is the legitimacy of business activities towards
stakeholder groups and society.
Stefan Jarolimek
What is and how to mesaure CSR communication? 27.10.2011 4

5. How to measure CSR communication?
A multi case study approach
 Levels of analysis: Influencing cultural factors , Self-image of organization,
Public image
 Exemplary sample of organizations, according to branches and nations
Branch/Nation USA Germany Russia
Pacific Gas and
Aral (BP) Gasprom (Neft)
Energy (1.) Sector Electric
Exelon RWE-Dea Rosneft
Automotive (2.)
Ford Volkswagen Gaz
Sector
General Motors BMW Lada
Banking/Financing Bank of America Sparkasse Sberbank
(3.) Sector Citigroup Deutsche Bank WTB
Stefan Jarolimek
What is and how to mesaure CSR communication? 27.10.2011 5

6. Does it work? Results from Deutsche Bank
CSR reports of Deutsche Bank in
Germany, Russia (global report) and in the USA
Stefan Jarolimek
What is and how to mesaure CSR communication? 27.10.2011 6

7. Discussion
1. Arts and Music: Is the funding of arts and music not CSR? Do we need arts and
music in society and is the promotion of young artists a responsibility of business
towards society and culture?
 change in working defintion: “3. if there is clear connection to business
activities or is part of the promotion of arts and music”.
2. Corporations and its foundations: Is CSR communication of Deutsche Bank and
of Deutsche Bank Foundation the same?
 pragmatic solution: same name, same public image?
Stefan Jarolimek
What is and how to mesaure CSR communication? 27.10.2011 7

8. Thank you for your attention!
Dr. Stefan Jarolimek
U of Greifswald
Department of Political and Communication Science
Rubenowstraße 3
D- 17487 Greifswald
stefan.jarolimek@uni-greifswald.de
Stefan Jarolimek
What is and how to mesaure CSR communication? 27.10.2011 8

9. How to measure CSR communication?
A multi case study approach
 Influencing cultural factors
national culture: laws economic system, the relationship between economics and
politics, media system, professional ethics of (economic) journalists.
branch culture: ecological, economics, social responsibility
organization culture: Mission and vision (and the role of CSR in it); stakeholder,
transparency and discussion of values (ethics), surrounding world of organization
 Self-image of organization
Media sample: cultural artifacts of organizations, i.e. webpages and CSR-reports
Time sample: one year (e.g. 2011) , Method: quantitative content analysis.
 Public image
Media sample: political and economical newspapers and magazines in different
countries.
Time sample: media coverage of one year (e.g. 2011).
Method: comparable to self image (see above).
 Interpretation of data and relevance for communication research
Stefan Jarolimek
What is and how to mesaure CSR communication? 27.10.2011 9

10. How to measure CSR communication?
A multi case study approach: cultural influences
Stefan Jarolimek
What is and how to mesaure CSR communication? 27.10.2011 10