Communication and CSR ethics - Thesis Example

This paper shall discuss how businesses can effectively launch their CSR campaigns with effective communication, encourage their consumers to participate in their socially responsible initiatives while maintaining or even improving their profitability and stability as a business. For its case study, it will examine communication strategies of Kenneth Cole Productions, a footwear, apparel, and accessories company, of its CSR initiative called “Awearness”. Successful businesses have been known to harness goodwill and share their good fortune with those who they deem need their help the most.

This practice earns them respect, admiration and a good reputation among their stakeholders. It is also known as Corporate Social Responsibility (CSR). Hopkins (2007) defines it as a business practice of companies which aim to adopt socially and environmentally responsible behaviours as a way for their business to contribute to society in a socially relevant manner. Not to be known as purely profit-seeking entities, socially responsible organizations manifest awareness and accountability in the societal and environmental effects that their business may cause (Lantos, 2001).

Hence, they embrace responsible business practices and strategies in promoting better living standards for their employees and their targeted beneficiaries while still maintaining their profitability as a business (Hopkins, 2007). In implementing CSR strategies, it is essential that companies are clear in communicating their objectives to the public so that they may not be misconstrued in their intentions. It is common for people to raise suspicions in the sudden goodwill of corporations who are doing so well in terms of profit, that they may have hidden agendas to further promote their image and attract more business.

Koehn & Ueng (2010) explain that some companies are criticized for masking shady financial dealings by buying the public’s good will in order to counter the damage