Revista de Management Comparat International (Jul 2013)
Corporate Social Responsibility Communication in the Age of New Media: Towards the Logic of Sustainability Communication
Abstract
The monopoly of traditional media is gradually being eroded as new media offers speedy, multiple and innovative ways in which companies can better engage with other stakeholders. It is therefore pertinent to take a look at the ways in which corporate social responsibility (CSR) communication is being reshaped by this evolving communications landscape. Also, new media is reshaping CSR communication for sustainability and effective stakeholder engagement. Effective stakeholder communication facilitates organisational success and legitimacy. This paper’s aim is to contribute to the burgeoning literature on the development of CSR concept via the lens of CSR communication by using the strategy of new media to advance this. The methodology adopted is mainly a review of literature, which parallels the conceptualisation of sustainability communication as articulated by Godemann & Michelsen (2012). The paper is essentially conceptual in scope but particularly identities how new media can be used to advance CSR communication. Thus, as this paper proposes, as the age of new media opens a plethora of channels as well as strategies to engage with stakeholders, organisations need to tap into these energies for a better corporatestakeholder engagement. Insight and timely engagement will support the achievement of corporate objectives.
