دانلود رایگان مقاله لاتین بررسی مسئولیت اجتماعی شرکت از سایت الزویر
عنوان فارسی مقاله:
وضعیت تحقیق مسئولیت اجتماعی شرکتی در روابط عمومی: تحلیل محتوایی مقالات منتشر شده در 11 مجله علمی از 1980 تا 2015
عنوان انگلیسی مقاله:
The status of corporate social responsibility research in public relations: A content analysis of published articles in eleven scholarly journals from 1980 to 2015
سال انتشار : 2016
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بخشی از مقاله انگلیسی:
2. Literature review
2.1. Corporate social responsibility research in public relations While the fundamental significance ofCSRinpublic relations scholarshiphas long beenemphasized, as found,for example, in Bernays’ quote, “Public relations is the practice of social responsibility” (Grunig & Hunt, 1984, p. 47), scholars have pointed out that the public relations research into CSR has received “far too little attention” (Botan & Hazleton, 2006). In fact, public relations scholarship has started to pay increasing attention to the concept of CSR in recent years (Bartlett, 2011; Bortree, 2014) as scholars (e.g., Clark, 2000; Grunig & Hunt, 1984) have identified a conceptual similarity between CSR and public relations, and pointed out the lack of effective communication methods as a crucial issue in effective implementation of CSR initiatives. The approach of public relations scholarship toward CSR has been distinctive in terms of the nature of the desired outcomes of CSR initiatives. While other disciplines, including business, have focused on direct, tangible, and immediate outcomes such as financial returns, public relations has placed a comparatively high importance on public and ethical concerns involving, for instance, the public engagement aspect of CSR (Bartlett, 2011), together with the strategic value of CSR involving the effective management of reputation (David, 2004) or the enhancement of positive corporate identity and purchase intent (David, Kline, & Dai, 2005). In particular, the business literature tends to focus on the utilitarian and strategic implications of CSR outright by stating, for example, that only strategic CSR is legitimate, since it brings benefits to businesses, as compared to altruistic CSR (Lantos, 2001). Although the strategic consideration has also been regarded as significant in public relations in terms of the enhancement of corporate reputation (Lewis, 2003) or a positive corporate image (Hooghiemstra, 2000), public relations scholarship has gradually moved to place CSR more in the context oftwo-way communication (Bartlett, 2014; Bortree, 2014) by emphasizing engagement and relationship with stakeholders (e.g., Bartlett, Tywoniak, & Hatcher, 2007; Golob & Bartlett, 2007; Taylor & Kent, 2014). Thus, CSR has provided “a context that allows for greater interaction between organizations and publics” (Taylor & Kent, 2014; p. 386) for public relations scholars, making the consideration of publics a crucial dimension in CSR research, as compared to more tangible and direct outcomes, like financial performance (e.g., Cochran & Wood, 1984), that have been emphasized in the business scholarship. The growing emphasis on the public’s perspectives in public relations research into CSR has in turn invited questions as well as concerns over the distinctive role of public relations (e.g., Coombs & Holladay, 2009; Heath & Ryan, 1989) and the ethical implications of CSR (e.g., Boynton, 2002; Breen, 2007; L’Etang, 1994). Thus, public relations scholars have consistently delved into examining the role of public relations in CSR, conferring a significant and distinctive role on the profession, as opposed to merely catering to the business decisions made in other managerial departments (e.g., Coombs & Holladay, 2009; Heath & Ryan, 1989). Moreover, scholars have also asked questions regarding the ethics of public relations professionals in the context of CSR. L’Etang (1994), for example, pointed outthatthe use of CSR for public relations purposes may raise “moral problems over the motivation of corporations” (p. 111), arguing that if “corporations and their public relations consultants are motivated only by the self-interested desire to achieve publicity at the outset rather than out of a sense of duty or obligation to society then, on a Kantian account of morality, they are acting immorally” (p. 121). Therefore, public relations scholars have suggested a holistic approach that encompasses the public’s perspectives and emphasizes the ethics and role of public relations professionals (Bartlett, 2014; Bortree, 2014) as well as the strategic value of CSR, thereby implying a distinctive academic research agenda with regard to CSR in public relations.
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کلمات کلیدی:
4. Public Relations and Corporate Social Responsibility : The ... www.blackwellreference.com/public/tocnode?id=g9781444336344_chunk... This chapter identifies three strands of public relations research around corporate social responsibility (CSR): The rationales of the public relations and CSR ... Public Relations and Corporate Social Responsibility - The Handbook ... onlinelibrary.wiley.com/doi/10.1002/9781118083246.ch4/summary by JL Bartlett - Cited by 33 - Related articles Sep 28, 2011 - Public Relations and Corporate Social Responsibility. Dr. Øyvind Ihlen1, ... Three Key Strands of Empirical Research. Tensions in the CSR and ... The Role of the Public Relations Professional in Corporate Social ... www.csrwire.com/.../1599-the-role-of-the-public-relations-professional-in-corporate-s... Jul 13, 2015 - Public relations professionals with access to the CSR ... of sound research principles and practices, the public relations professional serves as ... Searches related to corporate social responsibility research in public relations role of public relations in social responsibility csr in pr practice importance of corporate social responsibility in public relations difference between csr and pr csr definition in public relations relationship between pr and csr ethics and social responsibility in public relations 4 benefits of corporate social responsibility
