Mass communication promotes responsible CSR reporting

In mobile Internet era, everyone can be the media and the platform for CSR reporting dissemination. To promote extensive communication with stakeholders and wider communication, CSR report should not confine in the text but adapt a more convenient, targeted and innovative approach for easier understanding. The future CSR report communication should be featured with the coexistence of participation, sharing, interactivity and connectivity.
in the 9th International Conference on CSR Reporting in China held in Pudong District of Shanghai on December 1, 2016,the Parallel forum II： CSR Reporting and Mass Communication, cohosted by China WTO Tribune and China National Nuclear Power Co., Ltd. ,discussed the new approaches to disseminating and applying CSR report by sharing various practices, and explore the new ways for CSR report communication.
Yang Jing, Director of Publicity, Information Office of Shanghai Municipality, shared his views on mass communication and right to speech. he said that the essence of mass communication is to win public opinion and to get much say. Responsible communication and mass communication are the communication needs emerged in the certain economic stage of a society and an organization. The earlier we realize this need and the earlier we win the right of speech, the better communication effects will we have.
Zuo Yue, Senior manager, brand management, stakeholder communication and social responsibility, China National Nuclear Power Company, introduced the system that the company formed in CSR reporting preparation and communication management. For instance, they have three special leading groups, corresponding working teams, a set of guidelines, four models and eight products. They also integrated the communications in different phases, like science popularization and information disclosure. As for the communication carriers, they have science popularization albums and books, instructor manuals, propaganda picture books as well as standard PPT.
Liu Xinfang, Director of Social Responsibility, External Liaison Department, State Grid Corporation of China, shared his understandings of corporate social responsibility and corporate social responsibility report, and the relationship between them. The CSR reporting itself is to disseminate social responsibility. There is no need to disseminate this behavior on purpose. Instead, we should lay emphasis on disseminating corporate social responsibility. Then, how to disseminate social responsibility? State Grid Corporation of China proposes four points: dissemination itself is transfer, transformation, communication, and change.
Lu Jie, General Manager, Brand Communication Department, Canon (China), introduced her experience in responsible communication based on the company’s main business and technological advantages. For instance, making use of the image technology to enhance the readability and visibility of reports, or holding a special report release conference to facilitate stakeholders to understand how enterprises communicate and popularize CSR by providing images, party or entertainment.
Jasmine Liang, Manager, Corporate Citizenship& Corporate Affairs, IBM China, Representative of IBM International Foundation shared her thoughts on CSR communication. She said, “CSR reports are only means for CSR communication. The most important thing is to stay true and to pay attention to the real effects. It is not about what we have done, but whether you think we did well or not. Whether it is innovation, CSR reporting preparation or brand building, enterprises should know clearly that these are all processes with wide engagement. Technological innovation has redefined the role that IBM plays in society, that is, the different ways for new technology applied in the public welfare sector.
Crete Zhou, Director of Foreign Affairs, Metro China, held that, as a commercial trading enterprise, Metro, connects the suppliers and customers. It has responsibility and obligation to advertise a green consumption way and a healthy life style. The social responsibility and communication of an enterprise cannot be completed only by a report. CSR report is report, an approach and tool for the company’s communication. Responsible communication requires timely, comprehensive, sustainable and interactive communication. CSR reports are not only the conductor to deliver enterprise value to the public, but also a beautiful landscape in enterprises brand promotion.

Main Conclusions

I．CSR reports, published in a professional way, are suitable for the professional or the specific group to read. However, responsible communication is a popular behavior, and requires a popular communication way.
II. CSR reports are beneficial to responsible communication. CSR reports with both industry and enterprise features, leads to good communication and involves more people into the communication.
III. Enterprises should know clearly who their audience are and know their features so as to choose a customized way or method to publish and disclose social responsibility information.