Researching CSR andCommunication: Challenges   and Opportunities        Andrew Crane  Schulich School of Business   York U...
A conversation waiting to        happen…CSR               Communications       Social      reporting
A conversation waiting to        happen…CSR               Communications       Social      reporting       Practitioners
So what’s soimportant about CSR communication…?
What happened to CSR?“Our commitment to Responsible Finance is embedded throughout the company.   We put the strength of o...
Trust in business in fluxSource: Edelman 2011 Trust Barometer
Source: Globescan CSR Monitor
Do we need:         More CSR?Better communicated CSR?   Or just different CSR     communication?
Some different ways of thinking      about CSR communicationCSR communication is about how you inform, persuade,         a...
Some different ways of thinking      about CSR communicationCSR communication is about how you inform, persuade,and celebr...
Some different ways of thinking     about CSR communication  CSR communication is about how communication     facilitates ...
Some different ways of thinking     about CSR communication  CSR communicationAudience how communication                  ...
Some different ways of thinking    about CSR communicationCSR communication is about how communication is        embedded ...
So what about  research?
4i’s of CSR communication                     researchInternal   CSR integration   CSR interpretationExternal     CSR iden...
4i’s researchopportunities and   challenges
CSR integration    Opportunity 1: companies are struggling with     understanding how to get CSR buy-in throughout the   ...
CSR interpretation    Opportunity 2: CSR is a rich context (or text) to     explore theories around CCO (communicative   ...
CSR identity     Opportunity 3: No one really knows well how to      successfully communicate with external stakeholders ...
CSRTruth
CSR Truth             CSR             CSR  Truth CSR        Truth                CSRTruth               Truth CSR         ...
CSR image    Opportunity 4: CSR is an “essentially contested”     concept       Discursive   contestation is ongoing    ...
Communicating boundaries                                 what government                                  is responsible  ...
TheoryPractice
Conclusion    Conversation waiting to happen    Why CSR communication is important    How we think about CSR communicat...
For more CSRcommunication… craneandmatten.blogspot.com @ethicscrane
Keynote Andrew Crane
Keynote Andrew Crane
Keynote Andrew Crane
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Keynote Andrew Crane

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Keynote Crane 27 october

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Keynote Andrew Crane

  1. 1. Researching CSR andCommunication: Challenges and Opportunities Andrew Crane Schulich School of Business York University, Canada CSR Communication Conference, Amsterdam, Oct 2011
  2. 2. A conversation waiting to happen…CSR Communications Social reporting
  3. 3. A conversation waiting to happen…CSR Communications Social reporting Practitioners
  4. 4. So what’s soimportant about CSR communication…?
  5. 5. What happened to CSR?“Our commitment to Responsible Finance is embedded throughout the company. We put the strength of our business, products and people to work to help improve communities and the environment around the world." Pamela Flaherty, Director of Corporate Citizenship, Citigroup“The HSBC Climate Partnership is a five year, US$100m commitment to work with four leading climate NGOs and engage HSBC employees in understanding and taking action on carbon emissions." www.hsbc.com  16 of the Global 100 “Most Sustainable Corporations” (2011) are financial services firms (Corporate Knights/ Sustainalytics/Bloomberg)  Finance companies are saying a lot about CSR … but almost nothing about protest, capitalism, lobbying, bail-outs, executive pay, tax, etc
  6. 6. Trust in business in fluxSource: Edelman 2011 Trust Barometer
  7. 7. Source: Globescan CSR Monitor
  8. 8. Do we need: More CSR?Better communicated CSR? Or just different CSR communication?
  9. 9. Some different ways of thinking about CSR communicationCSR communication is about how you inform, persuade, and celebrate your CSR programsCSR program Communication Audience
  10. 10. Some different ways of thinking about CSR communicationCSR communication is about how you inform, persuade,and celebrate your CSR programs … and how you gather and integrate feedback into those programsCSR program Communication Audience
  11. 11. Some different ways of thinking about CSR communication CSR communication is about how communication facilitates the co-creation of CSR programsCSR program Communication Audience
  12. 12. Some different ways of thinking about CSR communication CSR communicationAudience how communication is about Audience facilitates the co-creation of CSR programsCSR program Communication Audience Audience Audience
  13. 13. Some different ways of thinking about CSR communicationCSR communication is about how communication is embedded into CSR programs Communication Audience CSR program
  14. 14. So what about research?
  15. 15. 4i’s of CSR communication researchInternal CSR integration CSR interpretationExternal CSR identity CSR image Reflecting Constituting Reality Reality
  16. 16. 4i’s researchopportunities and challenges
  17. 17. CSR integration  Opportunity 1: companies are struggling with understanding how to get CSR buy-in throughout the organization Research indicates that employees are often ill-informed and poorly involved in their company’s CSR initiatives “Using Corporate Social Responsibility to Win the War for Talent” C.B. Bhattacharya, Sankar Sen and Daniel Korschun Sloan Management Review January 1, 2008
  18. 18. CSR interpretation  Opportunity 2: CSR is a rich context (or text) to explore theories around CCO (communicative constitution of organization, see Cooren et al 2011):   CSR is brought into being by communication   E.g. sensemaking-sensegiving; rhetorical strategies; narrative; moralization-amoralization, etc. “Consequently, [CSR] knowledge, rules, processes, persons, markets, and even organizations themselves are the ongoing products of meaning-making practices that are always political in the sense that they could have been produced otherwise”
  19. 19. CSR identity  Opportunity 3: No one really knows well how to successfully communicate with external stakeholders around CSR   Actually we don’t even agree what “success” is   From broadcasting CSR identity to accountability – designing more democratic forms of stakeholder inclusion, engagement, and reporting “A deliberative concept of CSR changes the modus of responsibility… The corporation, within the network of civil society communication, does not replace the idea of stakeholder management but enhances it and frames it in an ongoing process of observing and participating in public discourses.” Andreas Scherer and Guido Palazzo: 2007, Toward a political conception of corporate responsibility: business and society seen from a Habermasian perspective, Academy of Management Review, 32(4), 1096-1120.
  20. 20. CSRTruth
  21. 21. CSR Truth CSR CSR Truth CSR Truth CSRTruth Truth CSR CSRTruth CSR Truth Truth
  22. 22. CSR image  Opportunity 4: CSR is an “essentially contested” concept   Discursive contestation is ongoing   CSR communication implicitly defines the division of labor for responsibility among actors “There is not a pre-existing market of responsible consumers out there waiting to be served, but rather it must be brought into existence through the assumptions and technologies of market segmentation” Robert Caruana and Andrew Crane, “Constructing Consumer Responsibility: Exploring the Role of Corporate Communications” Organization Studies 2008; 29: 1495-1519
  23. 23. Communicating boundaries what government is responsible for… what we are what you are“what we do” responsible for responsible for what consumers are responsible for…
  24. 24. TheoryPractice
  25. 25. Conclusion  Conversation waiting to happen  Why CSR communication is important  How we think about CSR communication  4i’s of CSR communication research – opportunities and challenges
  26. 26. For more CSRcommunication… craneandmatten.blogspot.com @ethicscrane

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