Public Relations Tactics for New Balance

The Dannon Company is a story of company that did not know what to do with itself. The company wanted to promote its corporate social responsibility (CSR), but did not know how or where to do so. Question arose on whether or not the company wanted to promote CSR communications. Dannon 's management team was at a precipice, but how should the company get across? Michael Neuwirth, senior director of public relations for Dannon, was considering what part the company 's CSR could act, if any, in the company 's advancement (Marquis et al, 2011). This paper 's intention is to analyze both the benefits and risks of communicating Dannon 's CSR to the public forum on a larger scale, as well as the role of the parent company, Danone. Additionally, this paper will suggest a communication strategy which, I would propose, would fall in line with the company 's vision and history of CSR.

Additionally, “in keeping with an ethos of ethical responsibility, this process of CSR should involve employees and others” (Strand, 2011, pg.88). Whenever leaders and team members are participating in teamwork, they should not be prideful or manipulative nevertheless, to encourage an open communication with other colleagues to minimize the confusions. Moreover, this participative approach encourages teams’ collaboration, participation, and where the leaders are modest and nurturing. In this participative approach, leaders and teams should become more accountable and advantageous to stronger CSR embracement than a tyrannical leadership approach.

Stakeholders will generally detect duplicity in CSR motives; intrinsic or genuine motives as well as extrinsic profit-related motives; however, stakeholders will be tolerant of clear extrinsic motives, if the CSR initiatives are rooted in intrinsic values. This leads to the perceived “win-win” scenario, and is one of the driving factors behind company CSR initiatives, as they realize the value of helping society while still being able to focus on the impact to the bottom line (Tonello, 2011). In addition, if campaigns are not communicated specifically around the brands it produces, then a “halo effect” for the entire industry could be the end result, of a poorly executed communication strategy (Marquis et al., 2011) Therefore, it is important for Dannon to construct a carefully balanced communication strategy, which considers the perception of its stakeholders in the marketplace, while also ensuring to highlight the specific impact of its CSR initiatives within the communities it operates.

Luttrell, Regina. Public Relations Tactics. Dec2014, Vol. 21 Issue 12, p12-12. 3/4p. , Database: Corporate ResourceNet

Once the company have agree on the idea of CSR program, the company should do it in way that make connection between  what a company can do for society, and how it will affect its business. When a company like Coca-Cola, for example, contributes $88 million annually in different CSR programs or when Microsoft donates almost $300 million annually to nongovernmental organizations around the world there have to be some good explanation on why they do this and how it help the company image and position in the world. Nike in the other had they realize after getting burned by bad publicity because of attack of negative press and large-scale protests from those who claimed its contract employees were paid low wages and working in dangerous conditions in overseas factories. They have to invest time and energy into their CSR programs to reduce the negative environmental impact.

The research paper is divided into four tasks that individually evaluate the current business strategies that the management of Arcadia utilise to conduct their business operations. In addition, it further aims to evaluate business environmental analysis by means of PESTLE analysis and Porter’s five forces to understand the factors that affect the business of the company. Furthermore, it discusses the key aspects of Arcadia’s supply and value chain and areas to amend its working so is to increase their effectiveness of business. The last task assesses Arcadia’s management accounting system and change management models that would help the organisation to increase their work efficiency and reduces the issues that they are facing currently in

Transparency will be essential because people now care what they put on and around their bodies; about what’s in their products (Ley, 2017b). The responsible thing to do is for Target to leverage stakeholder engagement by adjusting the content, format, and frequency of the company’s CSR reports. The company should be using positive CSR information, as a global publicity tool if it wants to be a global leader in CSR.

This recent reality, combined with globalization, is forcing companies to forge new kinds of relationships with buyers and countries. The financial valuation of companies are taking ever greater account of intangible elements, such as brands, patents and the company’s general image, with companies being bound to take account of these things in an effort to satisfy their shareholders. Environmental protection has become a highly motivating factor, and companies are being pressed to identify stakeholders with whom to team up. With brand value and reputation increasingly being seen as one of a company’s most valuable assets, CSR is now seen as building loyalty and trust amongst shareholders, employees and customers ( Tssa, (n.d.)).

Current approaches to CSR are fragmented and/or disconnected from business goals. Many firms still consider CSR as another generic public relations problem in which media campaigns and CSR reports are used to paint the company as a positive ethical, social and or environmental advocator and supporter. For example, the annual reports discuss a firm’s sensitivities to CSR issues, but completely lack the entire story and offer no further forward commitments from the firm. Further, the ratings and rankings measurements are self-appointed by the firm, not always accurate to validate the work and direct impact to what they are measuring, and the criteria base varies widely and weighed differently in the final scoring. Worst of all the data lacks impartial auditors for validating the data to ensure the ratings have been accurately met, and data is statistically significant and a good proxy for what it is supposed to reflect. This has resulted in reactive initiatives designed to appease vocal

CSR lacks universal methods. The United Nations Industrial Development Organization (UNIDO) mentions that it is important to draw a distinction between CSR as part of strategic business management concept and charity, sponsorships or philanthropy. The latter applications make valuable social impacts that enhance the reputations of the companies, however, CSR is a continual effort instead of an instance. A few features that CSR should focus on are: eco-efficiency, employee and community relations, environmental management, gender balance, responsible souring, anti-corruption, stakeholder engagement and human rights. Utilizing some of these key features a company can bring competitive advantages into the market place. Increased sales and profits from operational cost savings as well as improved reputation and brand image and customer loyalty can result from a well-defined CSR strategy.

Today, the general publics which turns to social media in every step to learn about company’s social involvement and use social media as a tool to address or engage with the company. In this interconnected world, a company cannot afford to ignore their social responsibilities. It had proved time and again, any missteps a company makes in the social media can prove to be a publicity nightmare from which it can barely come out unharmed. Just 10 years ago, only a handful of the fortune 500 companies paid any attention to Corporate Social Responsibility (CSR). However, now “More than 8,000 businesses around the world

Corporate social responsibility (CSR) exercises can possibly make more grounded connections between firms and stakeholders. In spite of the fact that the promoting specialists have concentrated on the effects of CSR exercises on shareholder or stakeholder reactions, the CSR activities and results measured have been varied and conflicting. (Peloza & Shang, 2011). The author argues that

In order to better understand the relationship between CSR and investor relations, Essi Lipponen illustrated the fact that “companies need to differentiate themselves from other companies and communicate their

Therefore, corporate’ activities have strong influences to the stakeholders. Hildebrand,D,et,al (2011) argued that under a specific but identifiable situation, a company’s CSR actions are able to satisfy stakeholders’ higher-order and self-related demand, meanwhile enabling the stakeholders to identify with the company. On the other hand, Piercy, N. and Lane, N.(2009) indicated that CSR seems to be the most efficient way for the corporate marketing efforts of most firms. It may enable the stakeholders to be loyal even life-long customers of the companies.

CSR can improve the company’s reputation and branding and this in turn improves the prospects for the company to be more effective to attract new customers and increase market share.