Communicating corporate social responsibility

In recent years, U.S. corporations have devoted substantial attention and resources to proactive social-responsibility programs, in part to serve the interests of the American publics and those of the publics of the foreign countries in which they operate, and in part to enhance their political and...

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Bibliographic Details
Published in:Public relations review 1986-07, Vol.12 (2), p.9-18
Main Authors: Manheim, Jarol B., Pratt, Cornelius B.
Format: Article
Language:English
Subjects:
Communication
Corporate responsibility
Corporations
Effectiveness
Public relations
Social aspects
Social responsibility
United States
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Summary:In recent years, U.S. corporations have devoted substantial attention and resources to proactive social-responsibility programs, in part to serve the interests of the American publics and those of the publics of the foreign countries in which they operate, and in part to enhance their political and social positions in various communities. Evidence suggests, however, that because they have failed to communicate effectively the significance of their contributions to community life, these corporations have benefited less from some of their programs than they might have. In this paper, the authors suggest an explanation for this failure, and propose a strategy of social-responsibility activities and communication designed to maximize the returns on corporate efforts. Jarol B. Manheim is an associate professor of political science and Cornelius B. Pratt, APR, is an assistant professor of communication studies at Virginia Polytechnic Institute and State University, Blacksburg.
ISSN:0363-8111
1873-4537
DOI:10.1016/S0363-8111(86)80022-4