企业社会责任中的利益相关方沟通策略

Strategies for Promoting Mutual Understanding between Interest-related Parties in the Social Responsibility of Enterprises

每个利益相关方都对企业产生影响或者有利害关系,企业在运营过程中必须了解不同利益相关方的需求、期望和关注,建立通畅的沟通机制,并满足他们的诉求,而不仅仅只考虑股东的利益。重视利益相关方关系能给企业的发展创造良好的环境,而忽视二者之间的关系则会给企业在商业及信誉上增加潜在的风险。利益相关方的沟通可以减少潜在的社会风险,同时提升企业形象。企业应构建一个合适的利益相关方沟通框架,并制定相应的沟通策略。框架的构建可从四个方面着手:沟通体系的建立;沟通对象和议题的识别;沟通信息的确定以及沟通渠道和方式的选择。通过实质性分析识别企业社会责任中的重要沟通议题是企业进行有效不同利益相关方沟通的核心和基础,企业需要从所处的行业、企业战略重点、产品和服务、风险管理、股东和企业管理六个方面来确定某个议题的重要性。

Each of the interest-related parties exercises influence on or is closely bound up with the enterprise.The enterprise in the course of operation should be aware of the different demands expectations and concerns from interest-related parties,build up the mechanism of mutual understanding and meet their requests.The enterprise should not only be concerned with the interest of the shareholders.Attaching importance to the relations between interest-related parties can help create a good environment for the development of the enterprise,while neglecting such a relation will increase latent risks in its business and credit standing.Mutual understanding between interest-related sides can decrease social risks and increase the status of the enterprise.The enterprise should construct an appropriate structure to promote mutual understandings between interest-related sides and work out corresponding strategies for the purpose.The construction of the structure can be started in the following aspects： establishing a system for promoting mutual understanding,identifying objects and topics for such mutual understanding,being certain to information of mutual understanding and choosing channels and ways for promoting mutual understanding.Identifying important topics for promoting mutual understanding through substantial analyses is the core and base for the enterprise to promote effective mutual understanding between parties with different interests.The enterprise should fix the importance of topics in the trade it belongs to,in the key strategy of the enterprise,in its products and services,in risk management,in the shareholders and in the management of the enterprise.