La comunicación de la RSC entre las 250 principales empresas europeas

Abstract

Taking pride in being a good company without being perceived as having an opportunistic purpose is anything but easy. We analyzed the practice of top European companies and asked experts� opinions about risks and opportunities related to communicating CSR. Results highlight that within the Swiss and Danish environments, the CSR activities by companies were not communicated as it was believed to be sufficiently highlighted in the CSR activities themselves. On the contrary, in the UK, Spain, Italy and France, it was found that the importance of communicating a company�s CSR activities was just as equally important as the CSR activities the company was engaged in. This is in line not only with the need to spread good practices to influence public opinion, but also to counter any bad practices that may arise to influence public opinion. These findings reveal how CSR communication across Europe is having a varied impact on stakeholder dialogue on the issue of CSR.