CSR has become a priority for many key businesses, particularly in light of codes of practice such as the 2009, The King Report on Corporate Governance for South Africa 2009 (often referred to as King III Report). Effective CSR is dependent on efficient communication between and with stakeholders and businesses, yet the quality of these communications is seldom evaluated. While the literature emphasises the importance of stakeholder engagement, little attention is given to the communication processes used during stakeholder engagement. This study asserts that Integrated Communication (IC) offers a multi-pronged approach for engaging with an organisations’ diverse stakeholders and, when incorporated holistically, aligns CSR throughout an organisation. This study uses a framework drawn from IC theory as a means of analysing the efficiency of stakeholder engagement within Anglo American South Africa (AASA), a company explicitly dedicated to CSR. A single embedded case study research design is employed, including a review of main CSR documents used by AASA, interviews with key communications staff, as well as a focus group on site with key staff members. The research revealed that although AASA is in many ways doing a laudable job in terms of stakeholder engagement, there are key points at which their efforts break down. This is due, in most part; firstly to a lack of integrated awareness throughout the broader business of what constitutes its stated CSR agenda; and secondly to a lack of executive power within the communications department of the business. It is suggested that by following the proposed IC framework, and investing key communications personnel with executive power rather than merely supportive responsibility, the effectiveness of AASA’s stakeholder engagement would be improved. This would improve the likelihood of an effective strategic CSR’s success, and be of value to the organisation.
Korporatiewe Maatskaplike Verantwoordelikheid (KMV) het 'n prioriteit geword vir baie belangrike besighede, veral in die lig van gedragskodes soos die 2009 derde King verslag oor korporatiewe bestuur. Effektiewe KMV is afhanklik van doeltreffende kommunikasie tussen en met belanghebbendes en besighede, maar die gehalte van hierdie kommunikasie is selde geëvalueer. Terwyl die literatuur beklemtoon die belangrikheid van die betrokkenheid van belanghebbendes, is min aandag gegee aan die kommunikasie- prosesse wat gebruik word tydens die betrokkenheid van belanghebbendes. Hierdie studie voer aan dat Geïntegreerde Kommunikasie (GK) 'n multi-ledige benadering bied vir die aangaan met organisasies se diverse belanghebbendes en, wanneer holisties opgeneem, lyn 'n organisasie deurgaans in met KMV. Hierdie studie maak gebruik van 'n raamwerk wat uit GK teorie as 'n middel van die ontleding van die doeltreffendheid wat met belanghebbendes binne Anglo American Suid-Afrika (AASA) uitvloei, 'n maatskappy uitdruklik gewy aan KMV. 'n Enkele navorste gevallestudie is gebruik, insluitend 'n oorsig van die belangrikste KMV dokumente, onderhoude met sleutel kommunikasie personeel sowel as 'n fokusgroep met belangrike personeel op die terrein. Die navorsing toon dat alhoewel AASA is in baie maniere om 'n lofwaardige werk in terme van die betrokkenheid van belanghebbendes handhaaf, is daar belangrike punte waarop hul pogings kort kom. Dit is te danke oorsaaklik; eerstens 'n gebrek aan geïntegreerde bewustheid regdeur die breër organisasie wat sy verklaarde KMV agenda uitmaak, en tweedens 'n gebrek van die uitvoerende gesag in die kommunikasie-afdeling van die besigheid. Daar word voorgestel dat die voorgestelde GK raamwerk kruis organisatoriese bewustheid van AASA se KMV agenda sou bevorder, en die organisasie dwing om belangrike kommunikasie personeel te belê met uitvoerende gesag eerder as bloot ondersteunende verantwoordelikheid. Dit sal op sy beurt die doeltreffendheid van AASA se betrokkenheid verseker. Die waarskynlikheid van strategiese KMV se sukses te verbeter, en van waarde wees vir die organisasie as geheel.
Citation: Thulkanam, Michelle (2014) The role of integrated communication (IC) in stakeholder engagement : a strategic corporate social responsibility (CSR) perspective, University of South Africa, Pretoria, <http://hdl.handle.net/10500/14216>
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