CSR: Strategic Issues Management and Relationship Management  

Oleh:

Heath, Robert L. ; Waymer, Damion

Jenis: Article from Proceeding
Dalam koleksi: The 2nd International CSR Communication Conference Aarhus, 18-20 September 2013), page 1-10.
Topik: Corporate social responsibility; Legitimacy; Organization public relationships; Strategic issues management
Fulltext: CSR Strategic Issues Management and Relationship Management.pdf (129.35KB)

Isi artikel

Purpose This study compares how well two approaches to public relations can help managements to know and implement societally preferable standards of corporate social responsibility (CSR ); those approaches are strategic issues management (SIM ) and organizational-public relationships (OPR ). Design/methodology/approach For at least 60 years, organizations of all types, but particularly businesses, have been pointedly challenged to manage resources by meeting societally constructed CSR standards (norms and ethics) that add value to society. In that tradition, this study employs a review of the SIM and OPR literature and an illustrtive case study. Findings OPR management theory, often designed to achieve excellent public relations, features relational quality (between an organization and a public) based on how each organization communicates, its communication style. That theory, however, does not provide a full rationale for the type of dialogic engagement needed to know, achieve and enact acceptable CSR standards. In contrast, embracing the vitality of collaborative decision making (which presumes the importance of relationships), advocates of SIM have built a theoretical and applied rationale to explain how organizations achieve or regain legitimacy which requires four pillars: Reflective management (based on mission and vision driven operating policy, processes and standards), issue monitoring (track and analyze changing standards of CSR ), commitment to CSR (establish and maintain the organization’s legitimacy as a right to operate), and issue communication (engage in rhetorical dialogic—discursive democracy—to collaboratively make decisions regarding contextually relevant CSR standards). Originality/value Presuming CSR to be a dynamic and deliberative process, this study examines the power of two theories to guide public relations’ efforts to help establish organizational legitimacy by meeting CSR standards.

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