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Session 7,Brouwer, Atteveld & Schultz

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CSR, Media & Reputation

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COMMUNICATING CSR TO THE MASS MEDIA The influence of contingent factors on the short term effects of CSR press releases
WHY FOCUS ON MEDIA?
CONCEPTUALIZING CSR PUBLIC RELATIONS  Agenda setting: News agenda determines the public agenda  We (stakeholders) look to news media as to cue us as to where we should focus attention  Transfer of salience of issues or issue attributes
CAN PR SET THE MEDIA AGENDA FOR CSR?
1. CAN PR INFLUENCE THE AMOUNT OF NEWS ABOUT OUR COMPANY?
2. CAN PR INFLUENCE THE CONTENT OF THE NEWS ABOUT OUR COMPANY?
METHOD  Automated content analysis  114 press releases  16 companies  6690 news articles
CAN PR INFLUENCE THE AMOUNT OF NEWS ABOUT OUR COMPANY?
CAN PR INFLUENCE THE CONTENT OF THE NEWS ABOUT OUR COMPANY?
SUMMING UP...  No effects on the amount of news  Small but significant effects on content of news  Non sensitive industries more credible  More emphasis on “CSR commitment” will lead to less agenda-building effects  Negativity bias?
CONCLUSION  There are hardly any short term effects from CSR communication on the mass media  Perhaps other long term effects CSR PR  Future research

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Session 7,Brouwer, Atteveld & Schultz

  • 1. COMMUNICATING CSR TO THE MASS MEDIA The influence of contingent factors on the short term effects of CSR press releases
  • 2. WHY FOCUS ON MEDIA?
  • 3. CONCEPTUALIZING CSR PUBLIC RELATIONS  Agenda setting: News agenda determines the public agenda  We (stakeholders) look to news media as to cue us as to where we should focus attention  Transfer of salience of issues or issue attributes
  • 4. CAN PR SET THE MEDIA AGENDA FOR CSR?
  • 5. 1. CAN PR INFLUENCE THE AMOUNT OF NEWS ABOUT OUR COMPANY?
  • 6. 2. CAN PR INFLUENCE THE CONTENT OF THE NEWS ABOUT OUR COMPANY?
  • 7. METHOD  Automated content analysis  114 press releases  16 companies  6690 news articles
  • 8. CAN PR INFLUENCE THE AMOUNT OF NEWS ABOUT OUR COMPANY?
  • 9. CAN PR INFLUENCE THE CONTENT OF THE NEWS ABOUT OUR COMPANY?
  • 10. SUMMING UP...  No effects on the amount of news  Small but significant effects on content of news  Non sensitive industries more credible  More emphasis on “CSR commitment” will lead to less agenda-building effects  Negativity bias?
  • 11. CONCLUSION  There are hardly any short term effects from CSR communication on the mass media  Perhaps other long term effects CSR PR  Future research