Effective CSR communication offers organizations a tangible method of increasing their market value. Get it wrong, however, and the damage to your reputation will be long-lasting and severe. Activists and general stakeholders are particularly unforgiving of organizations whose products, services, business practices or culture fall short of their socially responsible rhetoric. Christian Conrad and Marjorie Thompson's Communicating CSR tackles this conundrum by unpacking the seven different stakeholder perspectives on corporate behaviour and communication. 1. The Societal Perspective 2. The Activist/NGO Perspective 3. The Political / Government perspective 4. The Shareholder perspective 5. The Customer/Consumer Perspective 6. The Organizational Perspective 7. The Academic Perspective In each section, the authors provide (a) a description of the perspective; (b) the implications for the business or organization; (d) examples and case studies...(c) practical tools and techniques and the ideas applied. The result is a book that will help senior executives, brand managers and those charged with corporate communication to: understand the relationship between corporate communication, corporate culture and corporate value; identify when, why and through what media they can best engage their stakeholders; design an approach to CSR communication that informs their own thinking as much as it does those to whom they seek to present their organization; most importantly, how to create economic value by communicating CSR effectively.
Industry Reviews
'There isn't a business person on the planet that isn't concerned about sustainability practices across the stakeholder spectrum. Conrad and Thompson offer not only big strategic insights here but they have also curated the most comprehensive set of case stories I know of. This is important work and will be referenced time and time and time again.' Jonathan Mildenhall, VP Global Advertising Strategy & Creative Excellence, Coca-Cola 'The stream of global communications is ever flowing. A current of social responsibility cuts through it, while an undertow of misunderstanding preys on our perceptions. Marjorie EllisThompson and Christian Conrad help pilot us through with clear thinking and inspiring case histories of successful corporate responsibility.' Tim Love, Vice Chairman Omnicom Group and CEO Omnicom Asia Pacific India Middle East Africa 'Marjorie EllisThompson pioneered Corporate Social Responsibility twenty years ago when she established a specialist unit within Saatchi & Saatchi. At that time Marketing Directors shied away, disbelieving they could find mutual benefit between their brands and not-for-profit causes. Well those same Marketing Directors can now read the error of their ways in this definitive compendium of success stories. Choose to ignore Conrad and Thompson at your peril.' Marcus Brown, Executive Vice President, Young & Rubicam, EMEA 'The role of business is to make the world a better place. The New Brand Spirit is an indispensable companion on this often complex and challenging journey. It's everything you expect from Marjorie Ellis Thompson and Christian Conrad: direct, candid, inspirational, uncompromising, wise, and crystal clear about what to do.' Kevin Roberts, CEO Worldwide, Saatchi & Saatchi 'With the most fundamental debate globally being around responsible capitalism and resource constrained growth this book arrives at an important time. The development of new sustainable business models is integrating corporate social responsibility as a mainstream business practise rather than a fringe pursuit.' Laura Sandys, Member of Parliament for South Thanet 'A new approach to CSR is necessary in the light of the changing global economy and the current perception of sustainability. The New Brand Spirit gives an unprecedented 360 view of CSR, providing clear guiding principles for the implementation of CSR policies and initiatives, offering invaluable advice based on first-hand experience of some of the foremost players in this field.' Annette Ettorre, President, "Paolo Ettorre - Socially Correct" Association (www.sociallycorrect.it) 'Finally, the book we have all been waiting for. All the best sustainability and CSR practices compiled in one book conveyed in a compelling manner. Conrad and Thompson sure know what they are talking about. If there is one book companies should read to get it right before entering the African market, this would be it!' Charlotte Obidairo, Managing Director for Africa, Coxswain Social Investment Plus 'The collected findings of the interviews and case studies lead to ten commandments for effective and credible CSR communication.' CSR News, February 2014 'The New Brand Spirit will give confidence to and challenge everyone engaged in brand marketing and communication. Its breadth and depth will provide the inspiration and guidance needed to take further the responsibility for sustaining the planet on which we live and breathe and have our being.' The Rt Revd David Urquhart, Bishop of Birmingham, UK
