Integrated CSR Communication of NGOs: The Dilemma to Communicate and Cooperate in CSR Project Partnerships

Lars Rademacher () and Nadine Remus ()
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Lars Rademacher: Hochschule Darmstadt - University of Appllied Sciences
Nadine Remus: GEMA

A chapter in Handbook of Integrated CSR Communication, 2017, pp 393-411 from Springer

Abstract: Abstract Integrated communication has expanded as a concept during the last 10 years. It is not about tightly controlling communication tactics any more, but instead it involves the strategic integration of stakeholders. On the other hand, CSR has become a common part of management practice, and CSR communication is an ongoing challenge that needs to be embedded in an overall integrated marketing communication (IMC) framework. The chapter describes the development of the recent IMC discourse, discusses the chances and challenges that IMC holds for NGO communication—and applies the IMC framework to the CSR communication of NGOs. The chapter lays out the role of NGOs in relation to businesses and focuses on the intersection of NGOs and CSR—and how this affects the communication aspect. It systematically unfolds what CSR means to NGOs and proposes a communication-collaboration challenge for NGOs in cooperating with businesses.

Keywords: Integrated CSR Communication; NGO Communication; Postmodern Integration; Business-NGO-collaboration; Social Integration (search for similar items in EconPapers)
Date: 2017
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Persistent link: https://EconPapers.repec.org/RePEc:spr:csrchp:978-3-319-44700-1_22

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DOI: 10.1007/978-3-319-44700-1_22

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