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CSR as Issues Management

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Abstract:

Following Botan and Taylor (2004) who argue that issues management is ‘a theoretic tool that is applicable across the areas of applied communication’ (p. 657), this paper argues that issues management can also increasingly be identified as the conceptual link between Corporate Social Responsibility and Public Relations. Making such a link takes CSR well beyond the realm of reputation and image building. The paper follows the development of CSR from reputation tool and business opportunity towards mainstream practice. Once mainstream, deviation from CSR practice arguably becomes an issue to be managed. The argument is made conceptually, drawing from literature from a range of disciplines, including management, and is supported with the use of specific examples where a failure to embed CSR principles in business practice has resulted in business decisions failing to meet with societal expectations, resulting in crises. With appropriate issues management, those decisions would have been made differently.

References:
Botan, C. & Taylor, M. (2004). Public Relations: State of the Field. Journal of Communication (December), 645-661.
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Association:
Name: International Communication Association
URL:
http://www.icahdq.org


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URL: http://citation.allacademic.com/meta/p404097_index.html
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MLA Citation:

Roper, Juliet. "CSR as Issues Management" Paper presented at the annual meeting of the International Communication Association, Suntec Singapore International Convention & Exhibition Centre, Suntec City, Singapore, <Not Available>. 2014-11-27 <http://citation.allacademic.com/meta/p404097_index.html>

APA Citation:

Roper, J. P. "CSR as Issues Management" Paper presented at the annual meeting of the International Communication Association, Suntec Singapore International Convention & Exhibition Centre, Suntec City, Singapore <Not Available>. 2014-11-27 from http://citation.allacademic.com/meta/p404097_index.html

Publication Type: Session Paper
Abstract: Following Botan and Taylor (2004) who argue that issues management is ‘a theoretic tool that is applicable across the areas of applied communication’ (p. 657), this paper argues that issues management can also increasingly be identified as the conceptual link between Corporate Social Responsibility and Public Relations. Making such a link takes CSR well beyond the realm of reputation and image building. The paper follows the development of CSR from reputation tool and business opportunity towards mainstream practice. Once mainstream, deviation from CSR practice arguably becomes an issue to be managed. The argument is made conceptually, drawing from literature from a range of disciplines, including management, and is supported with the use of specific examples where a failure to embed CSR principles in business practice has resulted in business decisions failing to meet with societal expectations, resulting in crises. With appropriate issues management, those decisions would have been made differently.

References:
Botan, C. & Taylor, M. (2004). Public Relations: State of the Field. Journal of Communication (December), 645-661.


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