Heading for new shores

Heading for new shores PurposeThis editorial is an introduction to the special issue on CSR communication related to the 4th CSR Communication Conference, held in Vienna (Austria) in September 2017. The purpose of this paper is to critically reflect on the state-of-the-art in academic research on CSR communication concepts, strategies and future scenarios.Design/methodology/approachThe editorial critically evaluates existing academic research dealing with CSR communication in the digital age. More precisely, it analyses established theories and concepts of CSR communication in terms of their fit to meet future challenges.FindingsIt can be noted that CSR communication practice is heading for new shores. Economic pressure, legal and political requirements, reputation risks in a digital media ecology and a new civic-minded and well-being-oriented generation of employees require a reorientation of CSR communication from information to impact orientation. Thus, the authors complement the approach of communication about CSR with the concept of communicative responsibility as a normative framework for corporate communication in the future.Originality/valueThe analyzed literature as well as the papers of the CSR Communication Conference indicate that the authors are heading toward a future of impact- instead of information-oriented communication. Here, communicative responsibility comes in as a fourth dimension of corporate responsibility, offering a normative framework for strategic, impact-oriented sustainability communication, integrated reporting and internal CSR. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Corporate Communications: An International Journal Emerald Publishing

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Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
1356-3289
DOI
10.1108/CCIJ-02-2019-0020
Publisher site
See Article on Publisher Site

Abstract

PurposeThis editorial is an introduction to the special issue on CSR communication related to the 4th CSR Communication Conference, held in Vienna (Austria) in September 2017. The purpose of this paper is to critically reflect on the state-of-the-art in academic research on CSR communication concepts, strategies and future scenarios.Design/methodology/approachThe editorial critically evaluates existing academic research dealing with CSR communication in the digital age. More precisely, it analyses established theories and concepts of CSR communication in terms of their fit to meet future challenges.FindingsIt can be noted that CSR communication practice is heading for new shores. Economic pressure, legal and political requirements, reputation risks in a digital media ecology and a new civic-minded and well-being-oriented generation of employees require a reorientation of CSR communication from information to impact orientation. Thus, the authors complement the approach of communication about CSR with the concept of communicative responsibility as a normative framework for corporate communication in the future.Originality/valueThe analyzed literature as well as the papers of the CSR Communication Conference indicate that the authors are heading toward a future of impact- instead of information-oriented communication. Here, communicative responsibility comes in as a fourth dimension of corporate responsibility, offering a normative framework for strategic, impact-oriented sustainability communication, integrated reporting and internal CSR.

Journal

Corporate Communications: An International JournalEmerald Publishing

Published: Apr 1, 2019

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