engleski

Communications Model of a Socially Responsible Corporation

The body of knowledge of corporate social responsibility (CSR), recently more often called sustainability and increasingly included in education and research programmes as a valuable multidisciplinary academic area that presents itself as a challenge to representatives of various academic fields, is multidisciplinary by definition. Its multidisciplinary quality is materialised in the real life as a request for the embedment of its principles into overall strategic and operational levels across all functions of an organisation, and on the academic level as a research interest and education content in various areas of various disciplines: economy, marketing, communication, ethics, management, sociology, and that by no means completes the list. There multidisciplinary area of public relations or corporate communication seems increasingly complex as well. Again, not only in real life where corporate communications have managed to penetrate all areas of corporate life, again across functions and raise to the level of substantially contributing to the highest decision making process since they guard the most valuable intangible assets, but also in research and education, corporate communications or public relations are an area accessed and studied in the fields of various disciplines: communication science, sociology, ethics, marketing, management, crisis management, psychology, and that does not complete the list either. The research question of this desk research aiming to draft a conceptual framework for a model of communication used by socially responsible company, would, therefore be: Which theoretical concepts from various disciplines would this framework consist of, under the hypothesis that such a model could be constructed and later be empirically researched.

corporate social responsibility, sustainability, corporate communications, public relations

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