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Big data and analytics make digital communications more effective, but little is known about how institutional pressures shape data-driven communications. These pressures determine and constrain how, what, when and to whom practitioners should communicate. This empirical study explores how institutional forces influence the use of data in guiding digital communications. The paper identifies factors that impact communications and shape practitioner views on particular tools in their day-to-day work.

This study uses a qualitative exploratory approach with in-depth interviews of 15 Australian communication practitioners through the lens of neo-institutional theory. Thematic analysis was applied to identify three main themes.

Communications professionals disclosed how they were influenced by coercive institutional forces such as ambiguous data privacy regulations, normative forces that shaped ethical concerns, professionalism and various challenges, and mimetic forces that determined shared methods and implementation of digital communications technologies such as analytics. Furthermore, the authors reveal how analytics – tools typically associated with uncertainty and mimetic influences – exert coercive pressures that could lead to misguided decision-making.

This study’s findings highlight the need for practitioners to learn more about the inner workings of analytics tools and for managers to determine if the perceived benefits of these solutions outweigh any undesirable effects.

The study contributes to extant research on digitalization in strategic communication by providing new insights into practitioner views and challenges with digital communications technologies.

Despite the considerable effects of institutional pressures, this study is the first to explore the impacts of data-driven communications at the level of individual practitioners. The paper advances neo-institutional theory in public relations (PR), strategic communication and corporate communications at the micro level.

The purpose of this chapter is to address the question of how communication studies can prove its value in relation to corporate social responsibility (CSR). As many disciplines seek to understand CSR, the role of communication has been relatively underexplored despite its prevalence in demonstrating and shaping social responsibility positions and practice.

Literature review.

The literature review points to what we consider as four aces. Communication studies alert us to (1) how meaning is constructed through communication, something that has implications for the management of organizations as publics hold different views of CSR and expect different things from them; (2) how a dialogue between an organization and its publics should unfold; (3) how practices of transparency can assist organizations to come across as trustworthy actors; and, importantly, (4) how a complexity view is fruitful to grasp the CSR communication process.

These four key themes could be instructive for practitioners who want to argue for and demonstrate the usefulness of strategic communication for the management of CSR and bridge meso and macro levels of analysis.

Purpose – Despite a long-standing interest in the responsibility of organisations, transgressions do occur. This raises questions about how these occur when there is so much focus on the legitimacy of organisations in being responsible. In this chapter, we draw on metaphors of communication as transmission and meaning making to consider the communicative approaches to CSR.

Methodology/approach – This chapter is a conceptual chapter drawing on literature review and cases to illustrate insights.

Findings – We suggest that while transmission models focus on highlighting responsibility, it is within the meaning making approaches that opportunities for responsibility and irresponsibility emerge as organisations and society negotiate the boundaries of organisational behaviours.

Implications – We suggest implications for how the meaning and criteria of ethical corporate behaviour are constructed.

Originality and value – CSR has not been studied extensively through a communication lens. An extensive literature review of various communication approaches to CSR that forms the foundation of this chapter offers important insights into how responsibility and irresponsibility are constituted through communicative efforts of organisations.

The purpose of this paper is to investigate how organisations seek to legitimate their decisions by tracking the relationship between press releases issued by the Australian Government to support their involvement in the Iraq war, media framing of news stories about this issue, and public opinion.

The study uses a qualitative content analysis of government press releases and media coverage, and the results of Newspoll opinion polls.

The study showed that despite shifts in the framing of the stories, public opinion remained almost constant.

Given these results, the authors suggest that media content does not necessarily change public opinion on a particular issue.

Using media coverage as a reflection of either the organisation's legitimating attempts, or of public opinion may provide an inaccurate account of the legitimacy of an organisation's decisions.

This study provides evidence that media content does not reflect the legitimacy of an organisational decision nor has a direct influence on public opinion.

The purpose of this research is to present the findings of a longitudinal case study into the professionalisation of public relations practices and the institutionalisation of corporate social responsibility as a legitimate social and business arrangement. In doing so, there are implications for the dynamic relationship between practices and the professionalisation of public relations.

A qualitative longitudinal study is used to examine the social construction of social responsibility in the Australian banking industry from 1999‐2004 across two levels of analysis – societal expectations as institution, and practices of banking and public relations as action.

The study shows that the case organisations shifted their public relations and communication practices during the period of the study. In response to the demands of publics, there was a central shift from a one‐way perspective where organisations sought to influence and persuade publics of the appropriateness of their actions towards a two‐way perspective where organisations needed to consult, negotiate and engage with publics. In doing so, this study suggests that there was a shift in the profession of how public relations was practiced, but also highlighted the changes to institutional arrangements about the legitimacy of social responsibilities of large organisations.

The study uses an interpretive perspective to understand the role and impact of public relations practice on societal change.

This research examines the role of public relations practice in achieving longer term changes for organisations and society. This contributes a first step towards developing a theoretical understanding of the contribution of public relations practice to organisational success and therefore evaluation.

This paper makes two central contributions. Firstly, institutional theory and the social construction of societal and business standards of legitimacy are used in a public relations context. Secondly, this paper shows the effects of the micro‐level of analysis of public relations practices on the macro‐level of the profession.

This chapter is to introduce to the reader the background, purpose, core themes and structure of the volume. Brief summaries of all the following chapters in the book are provided.

Literature review and desk research.

This chapter suggests that CSR communication as a cross-section of communication studies and CSR research should be highlighted as an important subject of inquiry to bridge the communicative gap between businesses and their stakeholders as well as the public at large. An initial theoretical framework on CSR communication is presented.

A general research direction is provided for CSR communication. It encourages more future scholarly studies in this emerging and fascinating field.

The overall purpose is to help grow knowledge and develop understanding of the ways in which businesses communicate CSR.

It is the first time in the field of CSR communication that a relatively comprehensive and systematic framework is presented. The chapters that follow in the book cover many contents of the framework.

To provide a futures‐oriented perspective on institutional change.

Presents methods and case studies of attempts to engage in institutional change. An international authority on future studies draws on his field to provide a futures‐oriented perspective on institutional change. This perspective includes the use of futures tools, strategy, capacity building, the central role of memes, emergence of self‐organization, and the underlying role of meaning and symbols. Five case studies are used to illustrate these principles.

One company was struggling over its governing choice of institutional metaphor: the tortoise versus the hare. Another was caught up in treating hackers as good versus evil, but realized that they needed new concepts to grasp the frontier of cyberspace. A third case involved moving from developing a monolithic plan to forming self‐organizing groups of stakeholders that actually created a collective new vision. A city council was able to recognize the need to shift toward an innovative organizational structure. The final case challenged a group of mayors to adopt a “rainforest” model of cities that is inclusive, green, human‐centered.

Mapping, understanding and transforming the “myths” discussed in this paper are crucial for the move from individual to organization to institutional change.