In this introductory module, you will explore how to strategically influence stakeholder perceptions through the effective selection of corporate communication strategies.

In this module, you will be guided through the complexities of managing perceived CSR motives and consumer skepticism. You’ll explore the two main types of CSR motives and learn what kinds of factors can influence consumer perceptions. The module also examines how understanding and strategically communicating mixed CSR motives can help build trust and reduce skepticism. This module is accessible exclusively to registered users.

In this module, you will gain insights into the multi-level reputational benefits of CSR, including interpersonal, corporate, and national reputations. You will learn to identify the country-of-origin effect, encompassing halo and summary effects, and understand their roles in shaping corporate and national reputations through CSR activities. The module also explores cultural variations in how altruistic and self-serving motives of companies are perceived across different cultural and institutional contexts. Finally, it emphasizes the importance of enhancing public knowledge about CSR to mitigate the negative impacts of self-serving motives.

In this module, you will explore the role of CSR in managing crises and gain insights into the distinctions between product-related crises and ethics-related crises, as well as their connections to corporate ability (CA) and CSR reputations. The module highlights the importance of assessing reputational strengths and strategically allocating resources to prevent and manage crises based on your company’s core strengths—whether in CSR or CA. It also underscores the critical need to avoid over-promising before a crisis occurs.