We use both our own and third-party cookies to enhance our services and to offer you the content that most suits your preferences by analysing your browsing habits. Your continued use of the site means that you accept these cookies. You may change your settings and obtain more information here.

Jump to the content | Jump to the navigation

School of Communication

Back to news Foto de IE School of Communication analyzes the CSR communication of top 250 European companies.

IE School of Communication analyzes the CSR communication of top 250 European companies.

07/06/2010

This study was presented July 4th to the press and was published with Global Alliance, the umbrella organization linking corporate communication professionals around the globe in 60 countries.

The 14% of top European companies use social networks to communicate their social commitment. Spanish, Italian and French companies are those that most experiment this type of CSR communication. This is the principal conclusion from the report "CSR Communication: Exploring European cross-national differences and tendencies", a research study conducted by IE School of Communication in collaboration with two outstanding institutions: University of Cambridge (UK) and Fondazione Università IULM (Italy). To develop the study, authors evaluated the strategy of 250 top European companies from different countries (Spain, France, Italy, Denmark, Switzerland, UK), 42 of which from Spain, and interviewed 69 experts on risks and opportunities in communicating CSR.

Laura Illia, Professor of IE School of Communication who leaded the research Project, recommends companies to focus more on educating the industry and clients around CSR issues than communicating about their specific initiatives.

She underlines that there has been growing interest in CSR activities and performance over the last few years, particularly in the media and public opinion which "have evolved and assimilated CSR concepts and have increasingly supported companies' transparency". To follow with this tendency, she adds, it is important that companies continue to build a culture of CSR.

For Illia, the most important thing is "not to make a picture perfect and not use a form of communication where the form wins over content".  In this respect, it is fundamental that the responsibility of CSR is not placed in the marketing department or with non-CSR professionals.

"CSR is about changing the culture of an organization, about finding new ways of working, about considering more than the financial bottom line". To this aim internal communications are central, indicates Illia, who recommends companies to best manage their CSR internally. For what concerns the external communication, the professor of IE University reminds that CSR is a transverse part of the company and therefore must remain transverse in the particular corporate image, and avoid being its central factor.

Our campus

Madrid CampusMaría de Molina, 11. 28006 Madrid
Ph. +34 91 568 96 00
admissions@ie.edu
Stop motion Madrid campus tourSituation map of the Madrid Campus
Segovia Campus. Santa Cruz la RealCardenal Zúñiga, 12. 40003 Segovia
Ph. +34 921 412 410
university@ie.edu
Virtual TourSituation map of the Segovia Campus

Contact

Close the window
Send to a friend

If you want a friend to receive this information by e-mail, do it from here. Fill in his/her contact details and, if you want, personalize the text message.