O’connor, A., Shumate, M., & Meister, M. (2008). Walk the line: Active moms define
corporate social responsibility. Public Relations Review, 34(4), 343-350.
10.1016/j.pubrev.2008.06.005
Corporate Social Responsibility (CSR) is tied to legitimacy that is socially responsive and affected by social constructs of value as determined by stakeholders at a given point in time. This study looks at how a particularly important group of stakeholders, "Active Moms" or women between the ages of 25 and 49, with at least two kids, higher than average household income, and some college education, define CSR and its important attributes. The group indicated that organizations that exist for reasons other than exclusively financial are preferable; social and cultural impact are valued. They also challenge the literature's assumption that CSR is rationally-focused; the group indicated CSR is heavy emotionality, especially when individuals connect with values they see being acted out through CSR, like breast cancer cure support. They also drew a distinction between philanthropy, giving money or financial resources, and CSR, inclusive of business practice and considering impact of its actions; philanthropy is seen as less authentic than CSR. This group articulated that corporates should walk the line (social values, norms, expectations) of CSR with behavior co-created between stakeholders like "Active Moms" and corporations who value and employ CSR. This is a public "walk" and interpreted through social norms and expectations of stakeholders. When corporations "cross the line" it negatively impacts consumers' decisions about whether or not to purchase.
This study illustrates the value of interrogating organizational actions or assumptions by going directly to stakeholders. Speaking with or engaging a valued group of individuals can be eye opening by creating an understanding external perception of an organization’s actions.
LO2: demonstrate the ability to assess complex organizational environments and achieve communication goals.
LO6: create and deliver elegant messages appropriate to audience, purpose, and context.
Comments