3. Stakeholder Involvement Strategy The stakeholder involvement strategy assumes that the company engages in a dialogue with its stakeholders, with both parts trying to persuade the other to change. According to this strategy, companies should not only influence, but also seek to be influenced by stakeholders and therefore change when necessary. By engaging in dialogue with stakeholders, the company ideally ensures that it keeps up with not only its stakeholders' expectations, but also with its potential influence on those expectations, as well as letting those expectations influence and change the company itself. This is considered the most appropriate type of CSR strategy according to Morsing & Schultz243 as it builds more legitimacy and a more positive reputation through lasting stakeholder relations than the other strategies.
Communication ideal: sensemaking and sensegiving
Sensemaking Sensegiving – in iterative progressive processes
Request more information on corporate efforts
Must be reassured that the company is ethical and socially responsible
Co-construct corporate CSR efforts
Stakeholder influence: Support or oppose
Stakeholders respond to corporate actions
Stakeholders are involved, participate and suggest corporate actions
Strategic communication task
Inform stakeholders about favorable corporate CSR decisions and actions
Demonstrate to stakeholders how the company integrates their concerns
Invite and establish frequent, systematic and pro-active dialogue with stakeholders, i.e. opinion makers, corporate critics, the media, etc.
Third-party endorsement of CSR initiatives
Integrated element of surveys, rankings and opinion polls
Stakeholders are themselves involved in corporate CSR messages
Figure 5: CSR Communication strategies (adapted from Morsing & Schultz’s (2006) CSR communication framework).
The stakeholder information strategy
Two-way symmetric communication
The stakeholder response strategy
The stakeholder involvement strategy
Communication ideal Public information, one-
(Grunig Hunt 1984)
Two way asymmetric information
Morsing, M. & Schultz, S. (2006).