Publication

Abstract : Corporate Social Responsibility (CSR), over the last few decades, has become a buzzword among organizations and its stakeholders. Communicating CSR has evolved from a unidirectional mode to a bidirectional mode, enabling companies build positive reputation with stakeholders – from design phase to implementation of any CSR initiative. Penal measures, as stipulated in the amendments to Companies Act 2013, make it imperative for businesses and academic experts to interpret CSR reporting and communications in greater depth. Every company chooses to implement CSR in its own manner based on its size, the industry in which it operates, the inherent culture, the demands of its stakeholders and the company’s own history. This study examines the communication materials meant for consumption by the intended audience of CSR communications (internal/external actors) along with official social media presence, CSR communication modalities, including challenges and gaps in CSR communication pertaining to Indian Organizations. Qualitative data from one hundred Indian companies across nine sectors are analyzed to see how these companies address CSR reporting and communications in arriving at a framework for communicating CSR Initiatives.