Heading for new shores

Franzisca Weder (Department of Media and Communication Studies, University of Klagenfurt, Klagenfurt, Austria)
Sabine Einwiller (Department of Communication, University of Vienna, Vienna, Austria)
Tobias Eberwein (Institute for Comparative Media and Communication Studies (CMC), Austrian Academy of Sciences, Vienna, Austria)

Corporate Communications: An International Journal

ISSN: 1356-3289

Publication date: 1 April 2019

Abstract

Purpose

This 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/approach

The 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.

Findings

It 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/value

The 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.

Keywords

Citation

Weder, F., Einwiller, S. and Eberwein, T. (2019), "Heading for new shores", Corporate Communications: An International Journal, Vol. 24 No. 2, pp. 198-211. https://doi.org/10.1108/CCIJ-02-2019-0020

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Publisher

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Emerald Publishing Limited

Copyright © 2019, Emerald Publishing Limited

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