1. Margarida M.K. Kunsch, Luiz Peres-Neto, Vivian P. B. Smith CSR Communication Conference-Amsterdam October/2011

2.

Investigate the evolution of CSR theory into communication research and interfaces proposed by scholars

Organizational Communication PR STKKunsch, Peres-Neto, SmithCSR Communication Conference Amsterdam 2011Social Responsibility Sustainability 3. Kunsch, Peres-Neto, SmithCSR Communication Conference Amsterdam 2011Communication/PRinvited to address:the stakeholder dialogue practices CSR and sustainability programs traditional role of PR in business is primarily the defense of the company despite stakeholders concerns focus is to manage crisis,protect reputation/imageachieve "social license" to operate. Any stakeholder relationship practice is a public relations action, however not all public relations practices can be consider as initiative of stakeholder engagement as defined by the stakeholder theory.(Smith, 2010) 4.

Analysis: quantitative and qualitative

Case: Journal of Public Relations Research

Period: 2005 to 2010

Constructs (Waddock, 2004):

Kunsch, Peres-Neto, SmithCSR Communication Conference Amsterdam 2011

Group 1: Social Responsibility

Social Responsibility (SR)

Corporate Responsibility (CR)

Corporate Social Responsibility (CSR)

Corporate Citizenship (CC)

Group 2: Sustainability:

Sustainability

Sustainable development

Independent construct:

Stakeholder

5.

126 articles published

41% (52) indexed in 6 years:

• Only 1 construct: 55%

Kunsch, Peres-Neto, SmithCSR Communication Conference Amsterdam 2011 6. Kunsch, Peres-Neto, SmithCSR Communication Conference Amsterdam 2011 7. Kunsch, Peres-Neto, SmithCSR Communication Conference Amsterdam 2011 8. Kunsch, Peres-Neto, SmithCSR Communication Conference Amsterdam 2011 9. Kunsch, Peres-Neto, SmithCSR Communication Conference Amsterdam 2011 10.

RQ1: How public relations scholars understand the stakeholder theory and use it in the public relations field?

STK = 53% of all constructs in 6 years

• = public

• = external publics ; not media

• = external publics analysed by the employees

• = passive publics (Situational Theory of Publics, Grunig, 1997)

• = target groups

• As complement to publics = stakeholders and publics

• Tampere (2008) = critics stk theory

• NOT RELATED TO STAKEHOLDER THEORY OR CSR (52%)

Kunsch, Peres-Neto, SmithCSR Communication Conference Amsterdam 2011 11.

RQ2: Which public relations theory paradigms are considered to dialog with stakeholder theory, social responsibility and sustainability?

7% - SUS group:

• Rawlins (2009): transparency and GRI

39% - SR group:

• Improve and maintenance reputation, image and performance; crisis management; OPR organization-public relationship theory.

• Ethics in PR and advertisement practices; transparency

• • Bowen (2008): ethics as natural part of PR job description

• • Sweetzer (2010): code of ethics for PR

• PR theory review critical view on effects on society

• • Zignitzer (2008): CSC corporate sustainability communication

Kunsch, Peres-Neto, SmithCSR Communication Conference Amsterdam 2011 12.

RQ2: Which public relations theory paradigms are considered to dialog with stakeholder theory, social responsibility and sustainability?

DEBATE

Theory of Public Relations Excellence and

Symmetrical Public Relations (Grunig)

Kunsch, Peres-Neto, SmithCSR Communication Conference Amsterdam 2011Similar to social responsibility (David, 2005) Does not reflect new society reality and demands (Stokes, 2010) 13.

RQ3: How public relations scholars understand the role of communications and public relations in the new society context facing the contemporary sustainability challenges?

Bowen (2008): Guardians of ethical issues

Wood (2008): PR and Social Utility Theory

Zignitzer (2008): CSC = PR responsible for sustainability and stakeholder engagement

Kunsch, Peres-Neto, SmithCSR Communication Conference Amsterdam 2011 14.

RQ4: Do the public relations scholars considered in their analysis the macro aspects of the sustainability debate, such as discussions around the models of production and consumption (e.g. critics to capitalism) and power dynamics (e.g. models of governance, conflict resolution).

Only 3 articles mention conflicts situations (Plowman, 2008; Holtzhausen, 2009; Stokes, 2010)

Kunsch, Peres-Neto, SmithCSR Communication Conference Amsterdam 2011CRITICs ethics, role of PR, new paradigms of study NO CRITICS model of production, consumption, capitalism 15. Kunsch, Peres-Neto, SmithCSR Communication Conference Amsterdam 2011STKSocial Responsibility Sustainability PR 16. Kunsch, Peres-Neto, SmithCSR Communication Conference Amsterdam 2011STKSocial Responsibility Sustainability PR GOAL: ethics, transparency, accountable, social economic development GOAL: stk and open dialogue, transparency, governance change, PR review. WAY TO GET: Society approval, reputation management, organizational centered STK = publics without stakes 17. Kunsch, Peres-Neto, SmithCSR Communication Conference Amsterdam 2011