The strategic value of corporate social responsibility: A relationship management framework for public relations practice
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Description
This paper places corporate social responsibility in the context of the resource-based view of the firm, and then uses relationship management to explain the growing involvement of business in corporate social responsibility activities. It argues that the value of the public relations function to the enterprise is its capacity to aid relationship management, but at a level linked to corporate strategy rather than the communications-output perspective common to much public relations practice. In doing so, the paper views corporate social responsibility as a facilitator of relationship management, and thus building support networks for the organisation, instead of viewing corporate social responsibility as a set of activities that act as vehicles for building organisational legitimacy through the management of perceptions. Such a perspective adds to the growing focus in the public relations literature on the role of relationship management as a central rationale. It uses a case study approach to apply the concept to a single multinational firm in the building and construction industry. The paper identifies a series of specific public relations practices within CSR programs that are used to manage relationships. As a result, these relationships are not easily reproduced by other organisations.
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ID Code: | 20894 | ||
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Item Type: | Contribution to Journal (Journal Article) | ||
Refereed: | Yes | ||
ORCID iD: |
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Measurements or Duration: | 16 pages | ||
ISSN: | 1448-4404 | ||
Pure ID: | 31926441 | ||
Divisions: | Past > QUT Faculties & Divisions > QUT Business School Current > Schools > School of Advertising, Marketing & Public Relations |
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Copyright Owner: | Copyright 2009 [please consult the authors] | ||
Copyright Statement: | The authors of this article have elected, in the interests of open dissemination of scholarly work, to provide this article to you in open access format. This means that, in accordance with the principles of the Budapest Open Access Initiative http://www.soros.org/openaccess), you may freely copy and redistribute this article provided you correctly acknowledge its authors and source, and do not alter its contents. | ||
Deposited On: | 01 Jun 2009 02:18 | ||
Last Modified: | 03 Mar 2024 13:48 |
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