Applying the situational theory of publics and framing theory to CSR communication

By Holly Ott, Ph.D. candidate at The Pennsylvania State University

Companies and organizations are utilizing a variety of strategies to communicate their corporate social responsibility (CSR) efforts. No longer deemed an optional initiative, CSR has become an expectation among organizational leaders and stakeholders. Both the professional field and academic world are still seeking strategies to determine what information people want to know about CSR initiatives, what their expectations are about company performance in this realm, and how to effectively reach audiences with CSR information in an ethical and responsible manner. The conversation about the impact of CSR communication has only just begun.

In an assessment of the state of CSR communication literature, studies have emphasized that a popular trend in CSR communication will likely include environmental responsibility as a key business strategy. As environmental efforts have emerged as a key area of CSR for many companies and organizations, it is important for research investigations to focus on the environment as a key component of CSR activities and practices. However, few studies have examined the impact of companies’ environmental responsibility efforts, specifically with regard to what motivates people to engage in particular behaviors around various CSR issues.

Using an experimental method, I will further examine CSR communication by comparing how CSR messaging about environmental responsibility is perceived by various publics. I will apply the situational theory of publics to CSR communication research to answer the (recurring) questions that are often investigated: what and how to communicate CSR efforts to publics.

A key focus of my study is to determine how information about each issue impacts publics’ behaviors and, ultimately, their perceptions of the company and of the issue itself. Drawing on arguments from framing theory, I will introduce and test a new model to explain how different types of message frames (thematic and episodic messages) and environmental topics may impact how a company can move a public toward more active (information seeking) behaviors with regard to CSR activities.

Ultimately, the purpose of my study is to contribute to theory development in CSR research and to provide insight for public relations practitioners and companies who continue to search for best practices to effectively communicate about social and environmental responsibility to key publics.

This project is supported by a Page Center Legacy Scholar Grant from The Arthur W. Page Center.

For further information on this study please email me at hko104@psu.edu.