Managing Corporate Social Responsibility: A Communication Approach
October 2011, Wiley-Blackwell
- Chapters are organized around a process model for CSR that outlines steps for researching, developing, implementing, and evaluating CSR initiatives
- Emphasizes stakeholder engagement as a foundation throughout the CSR Process Model
- Discusses ways to maximize the use of social media and traditional media throughout the process
- Offers international examples drawn from a variety of industries including: The Forest Stewardship Council, Starbucks Coffee, and IKEA.
- Draws upon theories grounded in various disciplines, including public relations, marketing, media, communication, and business
1 Conceptualizing Corporate Social Responsibility 1
2 Strategic CSR 29
3 CSR Scanning and Monitoring 51
4 Formative Research 63
5 Create the CSR Initiative 89
6 Communicate the CSR Initiative 109
7 Evaluation and Feedback 137
8 CSR Issues 153
Sherry J. Holladay, Ph.D., is Professor at the Nicholson
School of Communication at the University of Central Florida,
Orlando. Dr. Holladay's research interests include corporate social
responsibility, crisis communication, activism, and reputation
management. Her work has been widely published in journals.
Together, Timothy Coombs and Sherry Holladay are authors of the award winning books It’s Not Just PR: Public Relations in Society (2007, Wiley-Blackwell), PR Strategy and Application: Managing Influence (2010, Wiley-Blackwell) and co-editors of The Handbook of Crisis Communication (2010, Wiley-Blackwell).
- Derina R. Holtzhausen, Oklahoma State University
“CSR has become the new mantra of the corporate world.
With a strategic and process oriented approach to CSR, this
important book provides new research-based insights into the
concept, philosophy, and practice of CSR.”
- Winni Johansen, Aarhus University
“Without a sound CSR commitment by management, efforts to
communicate CSR are at best facile and at worst manipulative and
deceptive. CSR theory reasons that the organization must first be
“good” if it is to communicate in ways that can
advantage its brand equity and protect it against unwarranted
attacks. Coombs and Holladay wisely understand this battlefield and
build on it to advance the understanding of what can and must be
said to feature businesses’ CSR achievements.”
- Bob Heath, University of Houston
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Managing Corporate Social Responsibility: A Communication Approach (US $94.95)
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