Corporate Social Responsibility, Sustainability, and Ethical Public Relations

Cover of Corporate Social Responsibility, Sustainability, and Ethical Public Relations

Strengthening Synergies with Human Resources

Subject:

Synopsis

Table of contents

(14 chapters)
Abstract

The time is right for renewed and updated attention to the relationship between public relations (PR) and human resources (HR) departments in the context of corporate social responsibility (CSR) and sustainability. For too long, conflict between the two practice areas has obscured opportunities for collaboration which benefits organizations and stakeholders. This chapter offers theoretical underpinnings for examining an interdepartmental, cross-unit working relationship between HR and PR – and advances a vision for why it is needed now.

Abstract

Social network analysis (SNA) may be useful in the exploration of the potential intersection between organizations, human relations (HR), public relations (PR), and corporate social responsibility (CSR) or sustainability issues. In an age of PR, social media have an important function, as reflected in the employee engagement movement. Visualization through mapping of Twitter data allows researchers to identify centers of social influence in which content travels through key accounts during sharing. Computer-mediated communication (CMC) concepts of identity, interaction, and community offer potential for future research.

Abstract

To better understand how corporate communicators and human resources professionals can champion volunteer activities and youth engagement as evidence of corporate social responsibility (CSR) and sustainability commitment, this chapter explores representations of urban youth conservation–environmental empowerment through a textual analysis of three organizations’ websites: Clearwater, the Philadelphia Zoo, and The Nature Conservancy. In addition to identifying common themes across the websites, I compared each program to the Critical Social Theory of Youth Empowerment (CSTYE) framework consisting of six dimensions for maximum success in empowering youth stakeholders (Jennings, Parra-Medina, Hilfinger-Messias, & McLoughlin, 2006). Recommendations are provided for organizations using environmental–conservation programs targeting young people – and other researchers of this phenomenon.

Abstract

The study reported in this chapter was designed to investigate how managers representing public relations (PR), human resources (HR), and corporate social responsibility (CSR) departments use their organizations’ CSR initiatives to attract, engage, and retain job-seeking Millennials. To direct attention to a region that has been plagued with employee attraction and retention issues, this study focused this phenomenon as experienced by organizations located in the state of Michigan. Findings identify ways PR, HR, and CSR departments work together to infuse work cultures with CSR thinking. Four main themes and 14 subthemes emerged among interview data – suggesting that employee recruitment activities should evolve to more fully consider CSR in terms of employee value propositions, organizational culture, and empowering and developing employees.

Abstract

Forward-thinking companies are interested in promoting Corporate Social Responsibility (CSR) while remaining profitable. Some critics have raised concerns regarding the motivations of companies that engage in CSR, suggesting that inauthentic efforts are little more than “green-washing.” However, when efforts are integrated into the core values of a company, it is likely that CSR can result in important benefits for companies and communities. In this study, we present a case study of Cotopaxi, an outdoor products company located in Salt Lake City, UT. During the early spring and summer of 2016, Cotopaxi developed a computer coding and filmmaking workshop for refugee youth to assist them in learning marketable skills for future employment. During the course of the workshop, the authors volunteered with individuals from Cotopaxi, Adobe, Goldman Sachs, and local universities to assist in the workshop. We interviewed volunteers to determine what motivated them to participate. By analyzing the interviews, we identified three specific volunteer types: Experienced Volunteers, Kindred Spirit Volunteers, and Emerging Volunteers. We suggest that by understanding these volunteer types, organizations can leverage overlapping values between volunteers and the organization to create more authentic CSR efforts.

Abstract

This case study was designed using the qualitative research method of interviews with key employees to investigate university social responsibility (USR) practices within Institut Catholique de Kabgayi (ICK) in Rwanda and to advance understanding of ways USR is defined against a postgenocide history, to identify its core components, and to track how it is communicated. Key respondents in accordance with their relationships with internal and external stakeholder groups were interviewed from among functions/departments of public relations, human resource management, community outreach, student services, courses and examination office, and the ombudsperson who plays an intermediary role between employees and employer in case of conflict. Findings suggest that for this higher education organization, on one hand, USR is understood mainly as stakeholder aid and Christian engagement benefitting employees, students, and community members according to specific needs. On the other hand, USR also is understood in terms of privacy protection and as a research driver that integrates openness, flexibility, and autonomy. Core components comprising USR are extension services, business incubation, student volunteer services, public relations activities, public works services, alumni relations, and employee outreach services. Means for communicating USR are face-to-face communication, partnerships, and mass media channels.

Abstract

Corporate social responsibility (CSR) programs can be risky for organizations on many fronts. They are not only resource intensive but they can be perceived by stakeholders as “greenwashing;” meaning the organization works to appear more ethical than they are in practice (Pompper, 2015). This chapter explores the complementary roles that human resources and public relations may play in creating a transparent and authentic CSR program that builds community relations and value for internal and external stakeholders in Sub-Saharan Africa. It proposes a CSR strategy based on the Open Social Innovation (OSI) model and Bottom of the Pyramid (BoP) framework; both constructs that call for developing stakeholder partnerships that build capacity and empower communities. This chapter offers a case study of the CSR initiative of health-care provider, Johnson & Johnson, to illustrate how OSI-based CSR (1) contributes significantly to economic and social development in Sub-Saharan African communities, (2) facilitates the creation of synergies between human resources and public relations, ensuring that CSR initiatives are driven by a partnership of internal and external stakeholders; and (3) enables authentic corporate citizenship communication without sacrificing shareholder value.

Abstract

Tapping into an organization’s stories provides an opportunity to examine the organization’s culture and promotes understanding of ways an organization represents itself. Using a communication audit research method to examine organizational culture at a healthcare facility in the southeastern United States during a major change, the study reported in this chapter examines interplay among public relations (PR), human resources (HR) management, and corporate social responsibility or sustainability programs. Use of this research method enabled identification of consistently recurring cultural themes. The results provide support for PR and HR playing an integral role in advocating for and supporting the culture of organizations, although that role may be more implicit than explicit. Findings suggest that corporate social responsibility can be an integral part of organizational culture, and may work best – serving as a source of employee pride – if efforts develop organically from within the organization with employee support.

Abstract

Company programs to hire military veterans and Olympic athletes represent a convergence of responsibilities, interests, and opportunities for human resources (HR) and public relations (PR) staffs. These employment initiatives often reflect corporate social responsibility (CSR) values as well as business goals. This chapter explores why companies create special hiring programs, how they are integrated into an HR function, and the role of PR in communicating about the program as part of a socially responsible mission. Though distinctive in their roles – HR in managing corporate staffing and PR in shaping a company’s image and promoting its brands – these two functions can jointly amplify the value and impact of special hiring programs.

Abstract

An ongoing public relations (PR) crisis resulted from the behavior of Mylan, a pharmaceutical company, regarding its well-known antianaphylaxis product, the EpiPen. Mylan’s mishandling of the EpiPen controversy widened its legitimacy gap among external stakeholder groups – as well as among its employees. Its actions conflicted with the values expressed by its corporate social responsibility (CSR) rhetoric and jeopardized stakeholders’ commitment, loyalty, and productivity. In this chapter, I argue that #EpiGate renders Mylan unable to activate the type of collective identity orientation needed among employees during a legitimacy controversy. Employing identification and storytelling as critical lenses, rhetorical analysis of Mylan’s CSR documents suggests how its contradictory messages compounded its legitimacy gap among employees. Mylan’s inability to address rising CSR expectations among employees involves both human resources (HR) and PR practitioners. Suggestions for how these functions should work together to better shore up expression of CSR values with employee expectations are provided.

Abstract

This chapter uses a case study approach to examine an innovative corporate social responsibility (CSR) program designed to engage and motivate employees. MGM Resorts International, one of the largest casino gaming corporations, debuted the “Inspiring Our World” program in 2012 and continues to use it as a guide for the company’s CSR efforts. This chapter looks specifically at the program’s internal efforts to involve employees in CSR actions and considers how a program of this sort can benefit the corporation via employee engagement. It also discusses the important role that HR managers can take in facilitating such a program to ensure it has the best chance at success.

Cover of Corporate Social Responsibility, Sustainability, and Ethical Public Relations
DOI
10.1108/9781787145856
Publication date
2017-11-07
Book series
The Changing Context of Managing People
Editor
Series copyright holder
Emerald Publishing Limited
ISBN
978-1-78714-586-3
eISBN
978-1-78714-585-6