In this current study, we compared two contemporary CSR communication strategies (engagement vs. responsiveness), along with communication channels, in achieving CSR goals. We conducted an online survey with public relations, corporate communication, corporate social responsibility, investor relations and sustainability executives within the companies listed on the Wilshire 5000 Total Market Index of publicly traded U.S. companies. Results showed that CSR engagement strategy had a positive effect on achieving all three CSR goals we identified through factor analysis: business, community, and employees. The responsiveness strategy was positively associated with only business and community goal achievement. These findings lend support for the testimonials from industry CSR reports regarding the benefits of the engagement approach in achieving intended organizational goals, including attracting and retaining talented employees. In analyzing the impact of communication channels on goal achievement, we found that print ads played a significant role in achieving business goals.
- CSR communication
- Dialogic theory
- Stakeholder engagement
- Two-way symmetrical communication
ASJC Scopus subject areas
- Organizational Behavior and Human Resource Management