Crafting the Message in Corporate Social Responsibility Communications

The imperative to accurately and effectively communicate is born from the moment the corporate social responsibility program is established. Communicating the effort, both internally among key stakeholders and externally outside the walls of the corporation to the myriad of those external audiences that can make the program a success or failure, deserves both attention to detail and an allocation of financial resources in the CSR program budget.

Through effective communication, the corporate communicator can develop meaningful relationships with stakeholders. However, the pitfalls of claims of “self-promotion,” untimely messages or “off-target” communications indicate ongoing threats in the formulation of a CSR stakeholder ecosystem.

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Byrum is an assistant professor of Mass Communications at Bloomsburg University of Pennsylvania, where she teaches courses on public relations and media law. Dr. Byrum is accredited by the Public Relations Society of America. A public relations executive and entrepreneur, she has achieved national recognition for her work on communications programs for global CSR initiatives.