haku: @author Benn, S. / yhteensä: 4
viite: 2 / 4
| Tekijä: | Benn, S. Todd, L.R. Pendleton, J. |
| Otsikko: | Public relations leadership in corporate social responsibility |
| Lehti: | Journal of Business Ethics
2010 : OCT II, VOL. 96:3, p. 403-423 |
| Asiasana: | corporate responsibility social responsibility leadership public relations communication strategy policy companies Australia |
| Vapaa asiasana: | CSR sustainability |
| Kieli: | eng |
| Tiivistelmä: | This article deals with the question of how the theory and practice of public relations (PR) can provide direction and support for corporate social responsibility (CSR). Herein, examined are leadership styles and motivations of a sample of corporate leaders from prominent Australian-based corporations in relation to their chosen CSR activities to study the current position of and potential for professional communicators' impact in shaping CSR-driven policies at a strategic level. It is found that whereas PR theory has developed, many leaders still see PR professionals merely as a positive publicity source. The model of distributive leadership is suggested to have more relevance to an emerging idea of PR involvement in CSR than more traditional thoughts of leadership. It is concluded that there is the need for PR profession to develop a greater understanding of senior management approaches to the development and dissemination of CSR activities to support organizational leadership as it currently operates with respect to CSR. |
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