Technologie informacyjno-komunikacyjne w budowaniu relacji z interesariuszami – perspektywa CSR
Information and Communication Technologies in Building Relationships with Stakeholders – the CSR Perspective

Summary/Abstract: Management in modern organization, which base its activities on the concept of corporate social responsibility (CSR), requires the stakeholders engagement and in-depth relationship with environment. The primary importance in this area is communication about the company’s activities, including its CSR actions. Currently, communication as a process is constantly changing, as reflected in the fragmentation of traditional media and development of new ways of communication. It is determined by new information and communication technologies and changes in information needs of stakeholders in both quantitative and qualitative aspects. Purpose of the article: to show the importance of information and communication technologies in building relationships with stakeholders. This is currently a significant issues, because of the influence this type of technology on improvement of quality of relationships as a results of the change of the informative model of Internet from static to interactive model with participation of users, which create streams of information in real time. An examples of such a model can be the Web 2.0 and Web 3.0 technologies referred to as a social applications. Findings: building lasting and positive relationship with stakeholders is determined by effective communication of the organization. The important meaning in this context has the internet communication, which is characterized by high level of interactivity and the ease of establishing the relationships with stakeholders. Social media, as a tool of creation and implementation the CSR strategy is also becoming increasingly important. This is evidenced by the continuous evolution of the concept of corporate social responsibility in connection with the use of Web tools.

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