Communicating Socially Responsible Initiatives

Abstract

The purpose of the chapter is to present results of case studies of socially responsible initiatives and their communication inside and outside the organizations through the official websites impacting their performance and image, as well as to make recommendations for improvements. Investigations focus on forms and goals of initiatives taken by companies in Bulgaria, including examples of the influence of foreign corporate practice and experience. Theoretical and practical basis and trends, international framework, and national institutional positions and support to corporate social responsibility are discussed. Socially responsible activities are analyzed through the official websites in their short- and long-term aspects and links to sustainable development initiatives. Main CSR principles are defined, and a model is proposed containing the main steps of incorporating CSR strategies in companies and linking all that to business communications and public relations. A special focus is put on capacity building and CSR teams.