Session 2, Etter & Morsing
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The document discusses barriers to dialogue and CSR communication in social media. It analyzes interviews with managers at a pharmaceutical company about launching a CSR Twitter account. Key barriers identified include unfamiliarity with social media, managerial scepticism of outcomes on new platforms, restrictive internal guidelines, and limited resources. These barriers negatively impact principles of building online relationships like keeping communication useful, frequent, conversational, and committed. The conclusion emphasizes looking at organizational aspects and developing capabilities for social media communication.
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This document discusses opportunities for research on corporate social responsibility (CSR) communication. It identifies four areas or "4i's" of CSR communication research: (1) internal CSR integration, (2) external CSR interpretation, (3) CSR identity, and (4) CSR image. For each area, it outlines challenges and opportunities for exploring how communication shapes and is shaped by CSR programs and concepts. The document argues that CSR communication research could provide insights into how communication facilitates organizational sensemaking, stakeholder engagement, and the discursive construction of CSR.
Keynote Mette Morsing
The document discusses the increasing pressures and expectations for corporations to communicate their CSR policies, actions, and impacts. It notes that while much research has analyzed CSR communication through various lenses like advertising, reports, and media coverage, less research has explored how communication helps institutionalize new behaviors within organizations or shape their relations with stakeholders. The document argues that research on CSR communication often assumes words and actions must be consistent, but some gap may be productive for flexibility. It maps various themes and approaches within the interdisciplinary field of CSR communication research.
Session 1, Pomering, Johnson & Noble
This document summarizes a study that investigated how two message variables - social topic information and CSR commitment information - influence the effectiveness of CSR advertising. The study found that providing more specific CSR commitment information in ads (rather than just general policy information) significantly reduced consumer skepticism of the ads. However, including social topic information did not significantly interact with commitment information to further reduce skepticism as was hypothesized. The results suggest that consumer skepticism of CSR ads can be inhibited by including more detailed messaging about a company's CSR initiatives and impacts.
Session 1, Farache
The document summarizes a research study that analyzed six corporate social responsibility (CSR) advertisement campaigns from the UK and Brazil to determine the level of substantial information provided and association with third parties. The main findings were that most advertisements provided low amounts of substantial information about investments and impacts. Only two campaigns provided high levels of detail. Half of the companies disclosed partnerships with other organizations. The conclusions were that the advertisements did little to address skepticism about CSR claims and transparency could be improved to increase credibility.
Session 1, Van der Rijt, Hoeken & Kardol
This document discusses the strategic nature of corporate social responsibility and the role of communication. It describes how philanthropy can improve a company's reputation and attractiveness while also benefiting society. However, the level of communication and control around philanthropic activities indicates whether the motivation is truly altruistic or egocentric. High levels of communication and message control, like sponsoring, suggest a more strategic motivation whereas low levels, like anonymous donations, are less strategic in nature.
Session 2, Morsing & Eriksen
Vattenfall launched a social media campaign to increase dialogue on climate change but it did not achieve the expected results. Stakeholders criticized the campaign as "greenwashing" and responses became repetitive arguments without understanding differing positions. While social media aims to advance stakeholder dialogue, it also risks negative effects as criticism can escalate, challenging assumptions that it facilitates open communication.
Session 2, Lee & Holladay
This study examined how Fortune 100 companies use social media platforms like Facebook, Twitter and YouTube to promote their corporate philanthropy efforts. The researchers analyzed links from company homepages and reported philanthropic activities on each platform. They found most companies provided access to at least one social media platform, with Twitter used most often. The most frequently reported philanthropic activities were cash donations, product donations and donations of services. The study provides a foundation for further research on using social media for corporate social responsibility communication and managing promotional backlash.
Session 2, Tench & Jones
This document discusses how businesses must manage their corporate social responsibility (CSR) messages in the unregulated environment of social media. It argues that value is created through co-creating messages with stakeholders. While social media allows for greater participation and collaboration, it also poses challenges as audiences can now generate and spread content. The document examines survey findings on how communication professionals are adopting tools and strategies to navigate social media's "Wild West".
Session 3, de Vries
1) An experiment conducted by researchers at Leiden University examined how communicated motives for corporate social responsibility investments affected perceptions of greenwashing for an energy company.
2) When the company communicated an environmental/CSR motive for investing in carbon capture technology, it led to higher perceptions of strategic behavior and greenwashing than just providing background information.
3) However, communicating an economic motive for the investment decreased perceptions of greenwashing and strategic behavior compared to a CSR motive. This was because a CSR motive led to suspicions of purely strategic rather than sincere intentions.
Session 3, Steenhuis & Elving
This study examined the role of skepticism towards food labels and its influence on buying intention. It hypothesized that greater knowledge and appreciation of a label would decrease skepticism, while increased skepticism would negatively influence buying intention. An online survey of 140 Dutch respondents about the "I make conscious choices" label found that most were familiar with it but few knew its true industry origin. Results confirmed that greater appreciation decreased skepticism and skepticism influenced buying intention. When respondents learned the label's industry origin, skepticism and negative evaluations increased. The study concludes the label may be misleading and organizations should be cautious adopting such labels for marketing purposes.
Session 3, Bowers
The document discusses three types of corporate social responsibility (CSR) interface designs found on company websites. Type 1 resembles printed pages with text-heavy content. Type 2 adds a table of contents for navigation but still emphasizes content over structure. Type 3 incorporates cinematic techniques to tell a company's CSR story through visualization rather than text. The researcher argues these designs do not effectively convey a clear CSR identity and calls for alternative interfaces that merge navigation and content through visual storytelling.
Session 3, de Bruijn & Elving
1. The document reports on research into whether brand associations can transfer through an endorsement strategy.
2. It used an implicit association test to measure unconscious attitudes towards L'Oreal, which has a questionable reputation for animal testing, and The Body Shop, which has a more sustainable image.
3. The results showed brand associations did transfer, with stronger endorsements of L'Oreal leading to more positive unconscious associations, showing brand images can influence each other.
Session 4, Jarolimek
Dr. Stefan Jarolimek presented a framework for measuring CSR communication through a multi-case study approach. The study would analyze cultural factors like national culture, industry culture, and organizational culture that influence CSR communication. It would examine the self-image organizations project through their own CSR communications and websites. It would also analyze the public image of organizations as portrayed in media coverage. Comparing self-image and public image data across different countries, industries and organizations could provide insights into CSR communication and its relevance for communication research.
Session 4, Parani
The document discusses community development strategies of PT Freeport Indonesia and PT Total Exploration and Production Indonesie. It finds that while both companies implemented comprehensive programs, PT Total saw more success by thoroughly consulting communities, understanding their needs, and gaining stakeholder participation and media support, while PT Freeport failed to properly analyze the social environment. The key to effective strategies is involving stakeholders, addressing community needs, and building mutual benefit between corporations and communities.
Session 5, Van Loo
Companies must practice corporate social responsibility (CSR) in their own operations and educate stakeholders about CSR. CSR requires a double learning process, with companies implementing CSR policies internally and consumers learning how to engage with CSR efforts. Examples include educating consumers about the environmental impacts of using products and engaging the public in a campaign promoting Dutch greenhouse farmers while teaching about their CSR practices. Effective CSR communication keeps messages simple while being transparent, building legitimacy, and involving stakeholders.
Session 5, Ellerup Nielsen & Thomsen
This document provides a summary of a literature review on CSR communication research from a management and marketing perspective. It examines 49 articles focusing on conceptualizing CSR communication and how it can add value for stakeholders. It finds that the field is emerging but marketing approaches dominate, and research often takes a functionalist perspective. There is increased research on strategic and operational CSR communication and country/industry impacts. However, companies still tend not to take a proactive, stakeholder-oriented approach to CSR communication. Stronger theoretical anchoring is also needed.
Session 5, Coombs & Holladay
This document summarizes a presentation given at an international CSR communication conference in Amsterdam. The presentation discusses the concept of a "pseudo-panopticon" where companies claim their CSR activities are transparent due to fear of discovery online, but this actually creates a false sense of security. While companies use CSR to boost reputations, stakeholders are unlikely to question claims and perceive the internet and watchdogs as effective monitors, even though corporate control of disclosure persists. Future research questions are posed about stakeholder beliefs in verification and transparency of CSR information.
Session 5, Faber-Wiener
The document discusses responsible communication (RC), a new approach to communicating social and ethical issues. RC is based on inclusion, critical self-assessment, ethics, and discourse. It differs from traditional CSR communication by integrating these principles into all levels of management decision-making, processes, and external communication. Implementing RC requires changes to organizational structure and decision-making processes. Potential impacts include increased credibility, legitimacy, cost savings, and stronger management and societal roles for communicators.
Session 5, Rademacher
The document discusses the relationship between corporate social responsibility (CSR), leadership styles, communication strategies, and management trends. It presents an agenda covering the introduction and problem definition, institutionalization of CSR, management styles related to CSR initiatives, the role of management trainers in management trends, and the project framework and methodology. Key findings include that explicit and implicit CSR can co-exist in organizations, with transformational leadership helping to manage conflicts and drive innovation. Management trainers see CSR as mainly a management responsibility but take a conservative, implicit approach, suggesting they view transformational leadership as important.
Session 6, Hexspoor & Hintzen
The document discusses a CSR campaign called "How on Earth" launched by the Dutch energy company Essent. It describes various interventions used as part of the campaign, including MVO minutes, Sustainability Day events, and presentations from CSR "storytellers" at Essent to raise awareness of CSR issues among employees and encourage participation in related activities. A survey found that most Essent staff were aware of the campaign, understood what CSR means for the company, knew of the "How on Earth" initiative, and had increased their involvement in CSR activities after the interventions.
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Session 2, Etter & Morsing
- 1. Barriers to Dialogue Organisational challenges for CSR communication in social media Michael Etter, Mette Morsing, Itziar Castello Copenhagen Business School, Copenhagen, Denmark me.ikl@cbs.dk 1
- 2. Theoretical Background & State of the Art • Principles of relationship building online (Taylor & Kent, 1998; Kelleher & Miller, 2006; Searl & Weinberger, 2000) • Low degree of interaction in social media (Stieglitz & Latteman, 2007; Bortree & Seltzer, 2009; Briones et al., 2011; Fieseler et al., 2010) 2
- 3. Research Questions • RQ1: What are the barriers preventing a dialogic exchange in social media? • RQ2: Do the identified barriers have a negative effect on the implementation of the dialogical principles of online communication? 3
- 4. Case & Methodology • Internationally operating, european pharmaceutical company, leading in CSR • Launch of a CSR-Twitter account • 4 semi-structured interviews • Communications/CSR managers involved in strategy formulation and implementation 4
- 5. “That is a fact we don’t know yet exactly how to handle with twitter.” “Long time effects are hard to predict. To forecast the return on investment is nearly impossible and thereby poses an internal risk.” “The company traditionally has very conservative communication.” “Of course we are prepared for the first case - it will come.” 5
- 6. Barriers to Dialogue in Social Media • Unfamiliarity with social media – Tone of voice, perceived high risks • Managerial scepticism – Uncertainty of outcomes, no strategic weight of SM • Internal guidelines – Established ways of ”doing it the old way”, policies • External regulations – Laws and regulations • Lack of resources – Time constraints, human resources 6
- 7. Negative effects Principles of relationship building easy use conversatio useful frequent and keep communicate nal human Barriers information updates navigation publics commitment voice Unfamiliarity x x x X x Managerial x x x X x x scepticism Lack of resources x x x X x Internal guidelines x X x x External x X x regulations 7
- 8. Conclusion • ”Look inside the organisation!” • Emphasise organisational aspects • Development of organisational capabilities 8