- 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
- 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)
5.
- 41% (52) indexed in 6 years:
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
-
- = external publics ; not media
-
- = external publics analysed by the employees
-
- = passive publics (Situational Theory of Publics, Grunig,
1997)
-
- 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?
-
- Rawlins (2009): transparency and GRI
-
- 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?
- 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