Abstract:

Taking into account the considerations presented in the paper, it should be concluded that contemporary enterprises should communicate their activities in the field of socially responsible operations. This is due to the fact that CSR communication is an important component of their management, simultaneously constituting a strategic component of their market game. On the other hand, CSR communication is a type of response to the growing awareness of stakeholders in relation to the role of the enterprise in the environment and primarily its impact on the surrounding reality. For this reason, it should be reliable, trustworthy or competent. Only then it may contribute to building stakeholders’ trust in the company, the result of which is usually the volume of sales or an increase in the company’s value. Informing the environment about the implementation of the assumptions of CSR improves both reputation and image, which is confirmed by the conducted research. It should be remembered that the successful plan for CSR communication requires the selection of appropriate tools to increase its extent. Therefore, the enterprise should determine what communication tools are the most effective in relation to individual groups of stakeholders. Unfortunately, a lot of enterprises are still maintaining their CSR communication only as a PR tool and even a tool for “whitewashing”. However, CSR communication is a type of management tool, which is increasingly visible in each company. Nowadays, a lot of enterprises regularly publish social reports, the content of which is increasingly scrutinized by investors and other stakeholders of the organization. Summing up, all the research objectives were achieved. Therefore, it can be stated that CSR communication plays an important role in the process of assessment of its activity.