Managing Corporate Social Responsibility: A Communication Approach
“This will become a seminal text that can be used at both undergraduate and graduate levels. It is well-written, incorporates U.S. and European theoretical perspectives on CSR practice, and places it squarely in the domain of strategic communication.”-Derina R. Holtzhausen, Oklahoma State University“CSR has become the new mantra of the corporate world. With a strategic and process oriented approach to CSR, this important book provides new research-based insights into the concept, philosophy, and practice of CSR.”-Winni Johansen, Aarhus University“Without a sound CSR commitment by management, efforts to communicate CSR are at best facile and at worst manipulative and deceptive. CSR theory reasons that the organization must first be “good” if it is to communicate in ways that can advantage its brand equity and protect it against unwarranted attacks. Coombs and Holladay wisely understand this battlefield and build on it to advance the understanding of what can and must be said to feature businesses’ CSR achievements.”-Bob Heath, University of Houston