A CSR communication model for empowering business and society towards sustainability

Abstract

It is accepted widely that corporate social responsibility (CSR) has a dual purpose, namely to generate a strategic advantage for business and contribute to the sustainable development of society. It is argued that the communication function should contribute to this dual focus. However, it would seem that in research and practice, the focus of CSR communication is mainly on creating a strategic advantage for business. The purpose of the present study was to conceptualise an integrated CSR communication model that incorporates principles from a corporate as well as development communication perspective, guided by the mentioned dual purpose of CSR. This was done by firstly exploring the different theoretical fields and theories of corporate and development communication relevant to CSR communication, to identify and evaluate these principles. Thereafter these respective principles were utilised within two different CSR communication approaches: one from a corporate communication perspective (as creating a strategic advantage for the business) and one from a development communication perspective (as contributing to sustainable development). These principles informed the concepts and constructs that was used to conceptualise a proposed model for Integrated CSR communication. This model focused on the mutual purpose of sustainability with empowerment for both business and society as the outcome. The strategic, rapport and action processes were identified as the continual communication processes within the model. The reflective strategist, reflective facilitator and reflective participant were described as the responsible roles within those processes. The model also provided guidance on the identification of stakeholders within whom engagement will take place within these processes. The nature of communication within the engagement was identified and described as contributing to the outcome of empowerment towards sustainability. The mentioned model was evaluated empirically in qualitative research through semi-structured interviews with prominent communication academics to verify the theoretical foundation of the model. Thereafter, the model was adapted, based on their feedback and input. As CSR initiatives are predominantly initiated by business, the adapted model was evaluated through semi-structured interviews with senior communication practitioners responsible for CSR and CSR communication in various South African organisations. This was done to gain input on the practical relevance of the model. The data was analysed through qualitative content analysis. Based on the participants’ feedback and input, the model was revised anew. It was found that although most academics and practitioners perceived CSR as contributing to the sustainability of both business and society, CSR communication was found to benefit mainly the sustainability of business. After presenting the model to the participants all agreed on the necessity of such a model focussing on the mutual purpose of sustainability for both business and society. Feedback from the participants that contributed to this mutual purpose was included to refine the model. There was thus an overall agreement among the academics on the theoretical foundation of the model and the practitioners on the accuracy, necessity, and workability of the model in practice in the South African context and globally. All the participants did however raise their concerns about the term "CSR" within CSR communication. Based on the overall feedback, the CSR communication model was adjusted to the Sustainable-citizenship communication model.