PRO541 – Corporate Public Relations

ASSIGNMENT 1 – Individual Term paper

Typically, when people think about sustainability in the realm of Corporate Social Responsibility
(CSR), they think about the specific activities of companies, such as conservation of natural
resources and the integration of alternative energy in buildings and factories. Some companies,
however, take sustainability a step further in their CSR efforts.

Most manager’s approach to communicating with stakeholders tends to be one that is based on
a model of strategic persuasion rather than ‘democratic’ communication or ‘dialogue’. Managers
are often hesitant to include stakeholders in crucial decisions by disclosing information, sharing
power and granting autonomy. They often also lack the right model and skills of democratic
communication necessary for coordinating divergent interests. However, given significant
change in how organizations operate now, managers must now take up leadership roles and
must use communication to help stakeholders understand and implement changes, policies and
work together towards achieving the organization’s objectives, vision and mission.
Communication with stakeholders must involve authenticity, truthfulness and reflect passionate
commitment to a clear, inspiring and sustainable Corporate Social Responsibility act.

With the existence of social media and other new media technologies, communication with
stakeholders should be easier, more interactive, simultaneous and engaging. However, not
many businesses leverage on the use of new media, social media and other technologies
leaving them trailing others that embraces it only to realize that is where most of their audiences
are now. To make matters worse for businesses, new media and social media acts as
watchdogs, spying on businesses and reporting to the network community. Positive mentions
are very much welcomed but it also takes one negative mention to take an organization
sprawling down.

Organizations may find it difficult to engage in a real dialogue about CSR with their stakeholders.
By real, I mean online and offline. In this regards, there are three standard communication
strategies for CSR. They are the Stakeholder Information Strategy, Stakeholder Response
Strategy and Stakeholder Involvement Strategy. Look this up on the internet for better
understanding.

Copyrighted material April 2021

 PRO541 – Corporate Public Relations
ASSIGNMENT 1 – Individual Term paper

Now, looking at the current situation of the on-going pandemic which spells limitation to
CSR efforts in many companies. The manager needs to creative and innovative to
continuously extending CSR efforts to its stakeholders. Think about a manager or leader
of an organization that you are familiar with or have worked for in the past. How
successful was this manager or leader as a communicator in regards to communicating
the company’s CSR effort or activities. Did he/she take the advantage of using the new
media and social media. How so? Was he/she able to garner the stakeholders support
and commitment? Describe and evaluate the approach or strategy taken by this manager
or leader or CSR Champion. To what extend does his/her communication play a role in
determining the success or failure of the CSR project.

In 2500 words (approximately 5 pages long), discuss in length the above scenario. Your
term paper should highlight necessary information on (1) CSR Strategies during COVID-
19 situation, (2) New Media/Social Media Landscape in the situation and (3)mLeadership
Roles. Include example, photos, tables or graphs in your appendices.

REMEMBER: All three aspects need to be tied up to the current situation of COVID-19
pandemic.

Your report should be

1) FIVE (5) pages long (excluding front page and list of reference and appendices)
2) Use Arial 11 for contents and Arial 12 for Headings
3) 1.5 spacing
4) Use the APA referencing style
5) SUBMISSION DATE: 2 January 2022 by 12.00noon (on the same day as SEMINAR 4)
- Submission via GC folder together with Turnitin Report
- Your similarity report MUST be below 30%, otherwise, your assignment will not be
graded and will be given ZERO mark.

Copyrighted material April 2021