The United Nations Global Compact emphasizes a link between corporate social responsibility and communications by declaring that "Effective two-way communications is essential to CSR success." CSR is not just a buzzword anymore. Communications are rapidly taking on a critical role in the evolution of CSR by informing and creating awareness of its role in connecting business and society.
CSR is evolving as a fundamental new business model for the 21st century. It articulates a new business dimension in which the underlying key concept is how private enterprises affect, and are affected by social, economic and environmental issues. In this new age of CSR, companies need to take a stance and look at sustainability seriously. They need to find a balance between their self-interest and what is in the interest of society, especially where the expectations and demands of stakeholders and the public must be constantly anticipated, considered and addressed and most importantly communicated.
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