Session 13, Kunch, Peres-Neto & Smith

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Branding, Marketing & Management of CSR

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Session 13, Kunch, Peres-Neto & Smith

  1. 1. Margarida M.K. Kunsch, Luiz Peres-Neto, Vivian P. B. Smith CSR Communication Conference - Amsterdam October/2011
  2. 2. <ul><li>Investigate the evolution of CSR theory into communication research and interfaces proposed by scholars </li></ul>Organizational Communication PR STK Kunsch, Peres-Neto, Smith CSR Communication Conference – Amsterdam – 2011 Social Responsibility Sustainability
  3. 3. Kunsch, Peres-Neto, Smith CSR Communication Conference – Amsterdam – 2011 Communication/PR invited 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/image achieve &quot;social license&quot; 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. 4. <ul><li>Analysis: quantitative and qualitative </li></ul><ul><li>Case: Journal of Public Relations Research </li></ul><ul><li>Period: 2005 to 2010 </li></ul><ul><li>Constructs (Waddock, 2004): </li></ul>Kunsch, Peres-Neto, Smith CSR Communication Conference – Amsterdam – 2011 <ul><li>Group 1: Social Responsibility </li></ul><ul><li>Social Responsibility (SR) </li></ul><ul><li>Corporate Responsibility (CR) </li></ul><ul><li>Corporate Social Responsibility (CSR) </li></ul><ul><li>Corporate Citizenship (CC) </li></ul><ul><li>Group 2: Sustainability: </li></ul><ul><li>Sustainability </li></ul><ul><li>Sustainable development </li></ul><ul><li>Independent construct: </li></ul><ul><li>Stakeholder </li></ul>
  5. 5. <ul><li>126 articles published </li></ul><ul><li>41% (52) indexed in 6 years: </li></ul><ul><ul><li>Only 1 construct: 55% </li></ul></ul>Kunsch, Peres-Neto, Smith CSR Communication Conference – Amsterdam – 2011
  6. 6. Kunsch, Peres-Neto, Smith CSR Communication Conference – Amsterdam – 2011
  7. 7. Kunsch, Peres-Neto, Smith CSR Communication Conference – Amsterdam – 2011
  8. 8. Kunsch, Peres-Neto, Smith CSR Communication Conference – Amsterdam – 2011
  9. 9. Kunsch, Peres-Neto, Smith CSR Communication Conference – Amsterdam – 2011
  10. 10. <ul><li>RQ1: How public relations scholars understand the stakeholder theory and use it in the public relations field? </li></ul><ul><li>STK = 53% of all constructs in 6 years </li></ul><ul><ul><li>= public </li></ul></ul><ul><ul><li>= external publics ; not media </li></ul></ul><ul><ul><li>= external publics analysed by the employees </li></ul></ul><ul><ul><li>= passive publics (Situational Theory of Publics, Grunig, 1997) </li></ul></ul><ul><ul><li>= target groups </li></ul></ul><ul><ul><li>As complement to publics = “stakeholders and publics” </li></ul></ul><ul><ul><li>Tampere (2008) = critics stk theory </li></ul></ul><ul><ul><li>NOT RELATED TO STAKEHOLDER THEORY OR CSR (52%) </li></ul></ul>Kunsch, Peres-Neto, Smith CSR Communication Conference – Amsterdam – 2011
  11. 11. <ul><li>RQ2: Which public relations theory paradigms are considered to dialog with stakeholder theory, social responsibility and sustainability? </li></ul><ul><li>7% - SUS group: </li></ul><ul><ul><li>Rawlins (2009): transparency and GRI </li></ul></ul><ul><li>39% - SR group: </li></ul><ul><ul><li>Improve and maintenance reputation, image and performance; crisis management; OPR – organization-public relationship theory. </li></ul></ul><ul><ul><li>Ethics in PR and advertisement practices; transparency </li></ul></ul><ul><ul><ul><li>Bowen (2008): ethics as natural part of PR job description </li></ul></ul></ul><ul><ul><ul><li>Sweetzer (2010): code of ethics for PR </li></ul></ul></ul><ul><ul><li>PR theory review – critical view on effects on society </li></ul></ul><ul><ul><ul><li>Zignitzer (2008): CSC – corporate sustainability communication </li></ul></ul></ul>Kunsch, Peres-Neto, Smith CSR Communication Conference – Amsterdam – 2011
  12. 12. <ul><li>RQ2: Which public relations theory paradigms are considered to dialog with stakeholder theory, social responsibility and sustainability? </li></ul><ul><li>DEBATE </li></ul><ul><li>Theory of Public Relations Excellence and </li></ul><ul><li>Symmetrical Public Relations (Grunig) </li></ul>Kunsch, Peres-Neto, Smith CSR Communication Conference – Amsterdam – 2011 Similar to social responsibility (David, 2005) Does not reflect new society reality and demands (Stokes, 2010)
  13. 13. <ul><li>RQ3: How public relations scholars understand the role of communications and public relations in the new society context facing the contemporary sustainability challenges? </li></ul><ul><li>Bowen (2008): Guardians of ethical issues </li></ul><ul><li>Wood (2008): PR and Social Utility Theory </li></ul><ul><li>Zignitzer (2008): CSC = PR responsible for sustainability and stakeholder engagement </li></ul>Kunsch, Peres-Neto, Smith CSR Communication Conference – Amsterdam – 2011
  14. 14. <ul><li>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). </li></ul><ul><li>Only 3 articles mention conflicts situations (Plowman, 2008; Holtzhausen, 2009; Stokes, 2010) </li></ul>Kunsch, Peres-Neto, Smith CSR Communication Conference – Amsterdam – 2011 CRITICs ethics, role of PR, new paradigms of study NO CRITICS model of production, consumption, capitalism
  15. 15. Kunsch, Peres-Neto, Smith CSR Communication Conference – Amsterdam – 2011 STK Social Responsibility Sustainability PR
  16. 16. Kunsch, Peres-Neto, Smith CSR Communication Conference – Amsterdam – 2011 STK Social 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. 17. Kunsch, Peres-Neto, Smith CSR Communication Conference – Amsterdam – 2011

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