Corporate Communication Channels

Question: Describe about corporate communication channels in corporate social responsibility. Answer: Introduction According to (Baumann-Pa 2013), corporate social responsibility, which is also called as corporate principles or corporate residency, is a shape of corporate self-regulation incorporated into a business replica. Corporate social responsibility functions as a self-regulatory process where a business monitors and makes sure that it is properly complying with the strength of the law, ethical principles and nationwide or global norms (Bravo et al. 2012). In addition, corporate social strategies motivate companies to make a optimistic impact on the surroundings and stakeholders including customers, investors, communicates and others. However, it is not easy to implement corporate social responsibility in an organization if a proper communicational channel is not present in the organization. Corporate communication channels in corporate social responsibility Corporate social responsibility is known as a business method that underwrites to sustainable growth by distributing economy, social and environmental welfares for all stakeholders. According to Lins et al. (2015), this is concept with many definitions and practices. The meaning and approaches of corporate social responsibility differs greatly for different countries and companies. This concept is also responsible for addressing several topics such as human rights, health and safety, working conditions, and contribution to economic development. However, does not matter how it is defined, the primary goal of corporate social responsibility is to drive change towards sustainability. Corporate communication channels play a major role for the business organizations to fulfil their corporate social responsibility towards its internal and external stakeholders. That is why; there are two types of corporate communication which are internal and external. Both these communications channels help an organization to fulfil its duty towards the community (Dobele et al. 2014). However, external communication channels are considered as the most important as it helps to carry out economic transactions and to transfer wealth into the company. Internal communication stays responsible for carrying out communication within the organization. Stakeholders of this type of communication are senior authorities, subordinates and collaborators. On the other hand external corporate communication connects customers and other stakeholders with government, agencies and other associations (Colleoni 2013). In spite of its benefits, corporate communication is limited to few people. Nowadays, competition in the market is increasing rapidly as result of globalization. Therefore, organizations are now competing to show their contribution towards the society to gain a competitive advantage (Dobele et al. 2014). Different organizations use different channels in order to execute their duties towards the society. Among them, some of the most important channels are intranet, social media and newspapers. Where intranet, dissimilar to emails, stores all the data in order to shed light on a major issue, social media channels such as Facebook and twitter are allowing to have a more dynamic and flexible communication channels where employees can break down rigid parameters (Bravo et al. 2012). It also helps to develop a meaningful relationship among the executives and employees, discarding geographical boundaries. Newspapers on the other hand are another useful corporate communication tool which is also called as media relations. It helps to interact with the customers and public which is a major responsibility of corporate communication department. In spite of the popularity of social media, communication through newspapers still hold the key as in many parts of the world people still depend on newspaper. Besides, there are some traditional communication tool such as writing annual reports and word of mouth (Baumann-Pauly et al. 2013). Communication through newspaper and annual reports are known as written communication where communication using intranet and social media is known as electronic communicational tool. However, word of mouth is another communication tool that is recognized as one the most powerful sources of communication. It is true that because of its limitation, some scholars criticized it; however, through word of mouth information can easily be transmitted among a huge audience within a short amount of time. It is also known as the quickest way to filtering information by consumers (Trong 2013). On the other hand, annual reports of a business organization allow stakeholders to collect information on the health of the company Mueller (Loose and Remaud 2013). Annual reports include graphs and charts in order to provide information to shareholders, stakeholders, media and community about a particular fiscal year. The sole purpose of annual report is to show the stakeholders about what the organization has achieved in a fiscal year and what they are planning to achieve in the upcoming fiscal year. It also contains information on sales to tell the customers whether the organization is doing well in the market or not (Amaladoss and Manohar 2013). Besides, information on new machineries that are added in the workplace or the changes and enhancements that are happening in the organization are also mentioned in the annual reports. Therefore, in other words it can be said that annual reports are a type of promotional tool that companies use to attract potential customers. It also help s to attract employees of other organization. Some organization attaches a letter at the beginning of annual reports that is written by the highest member of that company Ahmed (Haji 2013). The motto of that letter is to communicate with the stakeholders directly. By annual reports, an organization not only wants to exhibit their performance but also to exhibit that the management is doing everything to serve the community by following policies and demands of the stakeholders. That is why; it can be said that corporate social responsibility and corporate communication tools are related to each other. If an organization is trying to maintain its responsibility towards the community, then it will have to communicate with the public. While communicating with the public, an organization will need proper corporate communication tools in order to figure out their demands and to note their feedbacks. Conclusion After completion of the entire research work, it can be stated that corporate communication is considered as the voice of the organization. It has been found that this is helpful for the employees both internally and externally. It has been observed from the research work that with the proliferation of activities that any organization does, there is a requirement of mechanism through it advertise its achievements. For this particular purpose, corporate communication is highly necessary. References Ahmed Haji, A., 2013. Corporate social responsibility disclosures over time: evidence from Malaysia.Managerial auditing journal,28(7), pp.647-676. Amaladoss, M.X. and Manohar, H.L., 2013. Communicating corporate social responsibilityA case of CSR communication in emerging economies.Corporate Social Responsibility and Environmental Management,20(2), pp.65-80. Baumann-Pauly, D., Wickert, C., Spence, L.J. and Scherer, A.G., 2013. 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