Purpose
This paper aims to advance our knowledge in how small and medium-size enterprises (SMEs) communicate corporate social responsibility (CSR). It forms part of a larger research study that investigated how CSR-award-winning SMEs interpret, manage and communicate CSR practices, as well as drivers for and barriers to engaging in CSR. The objective is to develop an integrated CSR best practice management and communication model for SMEs so as to assist companies in managing and communicating CSR more effectively and strategically.
Design/methodology/approach
Data were collected through qualitative in-depth interviews with 28 CSR-award-winning SMEs in Hong Kong and from a wide range of company information, websites, award applications and other relevant public documents. The data presented in this study were collected between 2012 and 2014.
Findings
CSR communication in Hong Kong SMEs was largely informal, direct, non-strategic and internally-focused. Both implicit and explicit approaches were identified. Some SME exemplars demonstrated use of strategic CSR communication by proactively communicated CSR practices and achievements to both internal and external stakeholders as a strategy to enhance their competitive advantage. In addition to traditional channels, many SMEs used social media and different forms of symbols such as award logos, stories, celebrations and CSR identity, with owners playing the role of CSR icons and advocates.
Research limitations/implications
The research subjects were purposefully drawn from the population of CSR award winners, with the results being biased towards best practice of CSR. This was done intentionally, to meet the research objective of understanding and building best-practice cases and the CSR model. The findings supported the proposed model that CSR communication played a dominant role in CSR management, serving as a driver, facilitator and enabler between the other themes of the model, and within the organization. The implications for SMEs were focused on integrating CSR communication within the organization instead of treating it as an afterthought.
Originality/value
This paper contributes to the existing limited body of knowledge of CSR communication in SMEs, particularly in Hong Kong. The integrated CSR best practice management and communication model for SMEs, developed as part of this study, may help SMEs to manage and communicate CSR more effectively and strategically.