Session 7,Brouwer, Atteveld & Schultz

270 views
211 views

Published on

CSR, Media & Reputation

Published in: Technology, Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
270
On SlideShare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
4
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Session 7,Brouwer, Atteveld & Schultz

  1. 1. COMMUNICATING CSR TO THE MASSMEDIA The influence of contingent factors on the short term effects of CSR press releases
  2. 2. WHY FOCUS ON MEDIA?
  3. 3. CONCEPTUALIZING CSR PUBLIC RELATIONS Agenda setting: News agenda determines the public agenda We (stakeholders) look to news media as to cue us as to where we should focus attention Transfer of salience of issues or issue attributes
  4. 4. CAN PR SET THE MEDIA AGENDA FOR CSR?
  5. 5. 1. CAN PR INFLUENCE THE AMOUNT OF NEWSABOUT OUR COMPANY?
  6. 6. 2. CAN PR INFLUENCE THE CONTENT OF THENEWS ABOUT OUR COMPANY?
  7. 7. METHOD Automated content analysis 114 press releases 16 companies 6690 news articles
  8. 8. CAN PR INFLUENCE THE AMOUNT OF NEWSABOUT OUR COMPANY?
  9. 9. CAN PR INFLUENCE THE CONTENT OF THE NEWSABOUT OUR COMPANY?
  10. 10. SUMMING UP... No effects on the amount of news Small but significant effects on content of news Non sensitive industries more credible More emphasis on “CSR commitment” will lead to less agenda-building effects Negativity bias?
  11. 11. CONCLUSION There are hardly any short term effects from CSR communication on the mass media Perhaps other long term effects CSR PR Future research

×