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Authors
Advisor(s)
Abstract(s)
From the perspective of a group of public relations consultants
and communication directors operating in Portugal, this chapter
discusses the complexity inherent to CSR communication. Some of the
key questions to be addressed include: are so-called sustainable and
socially responsible business strategies, in fact, indicators of genuine
corporate change? Or is CSR per se insincere and should CSR communication
be considered as a mere invention of PR? CSR will be equated,
first, from the analysis of the dialectic relationship between activist
movements, government regulation and business discourse and action.
Then, some core principles for communicating CSR are highlighted, as
well as the dangers and dilemmas in communicating CSR policies from
a PR theoretical framework.
Description
Keywords
Strategic communication CSR
Citation
Gonçalves, G. (2013). The (in) communicability of corporate social responsibility – a Portuguese insight, in Gisela Gonçalves, Ian Somerville e Ana Melo (Eds). Organisational and Strategic Communication Research: European Perspectives (pp. 143-165). Covilhã: LabCom Books. ISBN: 978-989-654-115-6