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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.

We enjoin stakeholder theory, radical-cultural feminist theory, and critical race theory with critical intersectionality to critique findings which suggest that there still are significantly more men than women on nearly every Fortune 500 board of directors, with only six corporations featuring (50-50%) gender equity in 2017. Also, only 4.1% board members are women of color and 9% are men of color. Sixty-five people of color on corporate boards serve on more than one board. This means there are even fewer people of color filling top corporate leadership positions than meets the eye. The proposed alternative course of action is for boards of directors to follow the example of the small handful of peer Fortune 500 corporations that have achieved greater levels of board diversity, equity, and inclusion.

This chapter squarely attributes DEI responsibility to powerful corporations that have historically benefitted from a history of discrimination against people of color and recommends a path forward that embraces DEI-PR-CSR intersections by placing DEI within a CSR office rather than in HR.

Recognizing the existence of corporate social responsibility (CSR), and more precisely a social impact related to diversity, equality, and inclusion (DEI), organizations today are confronted with the question of what is considered as good. How is the good life created and communicatively constructed inside an organization? Who (agent) is responsible to realize, secure, and manage the process of value creation and social change, or moral agency? I offer a new perspective on the ethical duty of public relations (PR) practitioners to be revolutionary, to be communicative rebels. I conceptualize PR from a critical theoretical perspective as process of problematization, as process of cracking open common sense and underlying systems of power and norms in an organization. Then I offer strategies for creating shared (communication) spaces in which to imagine and experience transformation and social change. In these spaces (huddles), good life is courageously problematized to offer a new narrative of sustainability including DEI as communicatively codesigned. The aim is to highlight opportunities and tools for PR practitioners and PR scholars to be revolutionary – more than an organization's conscience, but an agent of change for exciting, innovative, and transformative communication practices at the core of the discipline.

The inequalities in health and economic impact of the coronavirus (COVID-19) pandemic in communities of color and the racial uprising that followed the death of George Floyd have forced organizational leaders to confront their own shortcomings and those of their organizations regarding ways they prioritize stakeholder issues related to employees, local communities, and diversity, equity, and inclusion (DEI) commitment as it relates to organizational infrastructures. This chapter examines the impact of institutional racism on the ability of PR practitioners to engage with and manage social responsibility (SR) in relationships with communities of color and impact on their discourse. I use the lenses of critical race theory, stakeholder theory, and situational crisis communication theory to illustrate some organizations' communication strategies employed in response to COVID-19 and antiracism protests supporting prioritization of Black and Brown communities' needs. My central argument is that the concerns of communities of color are generally ignored because Black and Brown people often are invisible to organizations and the PR professionals that are supposed to represent them because of institutionalized racism and the sociocultural environment in which PR professionals operate.

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.

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.

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.