Article2009

CSR communication in small and medium‐sized enterprises

113 citations0/0 files storedCorporate Communications An International Journal

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Corporate Social Responsibility Reporting Corporate Social Responsibility and Sustainability Corporate Identity and Reputation

Abstract

Purpose The purpose of this paper is to examine how corporate social responsibility (CSR) appears and is communicated in small‐ and medium‐sized enterprises (SMEs). Design/methodology/approach The paper is based on theory and research on CSR communication in general and in SMEs and a qualitative case study of the attitudes and beliefs of Danish SME managers regarding CSR and CSR communication. Findings The case study demonstrates that CSR is primarily considered to be an ethical and moral issue which is isolated from strategic communication including public relations and reputation management. Rather than being a strategic instrument, CSR seems to be rooted in practice and regulated by the personal values and beliefs of managers. It is argued that in principle, SMEs like the ones in the case study which are based on employee commitment and the use of indirect word‐of‐mouth communication with internal and local stakeholders have a fruitful platform for adopting strategic CSR communication. The problem is how they should communicate CSR to their external stakeholders. Practical implications This paper provides insights into the social and societal commitment of SMEs and ways in which SMEs can respond to the challenges of communicating CSR more explicitly to external stakeholders. Originality/value Attention is paid to the rather complicated balance between CSR communication as window‐dressing and CSR communication as a strategic instrument.

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References

1984Case Study Research: Design and Methods 2008“Implicit” and “Explicit” CSR: A Conceptual Framework for a Comparative Understanding of Corporate Social Responsibility 2004Corporate Social Responsibility Theories: Mapping the Territory 2018MANAGING PUBLIC RELATIONS 2006Corporate social responsibility communication: stakeholder information, response and involvement strategies 1995Principles of Corporate Communication 2006Drivers of Environmental Behaviour in Manufacturing SMEs and the Implications for CSR 2006SMEs and CSR: An Approach to CSR in their Own Words

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2016Integrated reporting with CSR practices 2021CSR Communication through Social Media: A Litmus Test for Banking Consumers’ Loyalty 2016Corporate Sustainability Reporting and Stakeholder Concerns: Is There a Disconnect?2020Corporate Social Responsibility and Performance in SMEs: Scientific Coverage 2019Maximising business returns to corporate social responsibility communication: An empirical test

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