CSR is used as a buzz word - but it's not a public issue

1. CSR - it‘s not a public issue! Ass.-Prof. Dr. Franzisca Weder www.franzisca-weder.com [email_address] You hear a comment by Franzisca Weder

2. CSR is a vehicle to transport a certain image

3. CSR is creation of value

4. CSR is creation of value … even for other business like Marketing- & PR-Consultants For an example see clip A

5. CSR is foam – something which can damp the „real business“

6. CSR is foam – something which can damp the „real business“ NIKE – where the bad guys... ... became the good guys!? : „ What we've learned, after nearly a decade, is that monitoring alone hasn't solved the problems. And many of the problems are recurring in the industry.”

7. CSR is the connection between the company and the individuals within the company For an example see clip D

8. CSR matters on an individual (micro) level

9. CSR matters on an individual (micro) level „ More than half of the Austrian Managers are in ethical conflicts in their everyday business“ (Results of a longitudinal survey [1990, 1995, 2007, 2009]: „Manager Responsibility in Austria“, Franzisca.Weder@uni-klu.ac.at)

10. CSR matters on an organizational (meso) level

11. CSR matters on an organizational (meso) level „ CSR as an umbrella term for the debate“ for the appreciation to and realization of responsibility of business (Scherer/Palazzo 2007, Matten/Moon 2008).

12. CSR is not a public (macro) issue ...

13. Appreciation of relevance (public attention) Critical Issue Interactive Issue Functional Issue attention level of the media

15. Appreciation of relevance (public attention) Critical Issue Interactive Issue Functional Issue Issue CSR

16. ... but it should be! CSR is not a public (macro) issue ... Issue management

17. CSR - it‘s not a public issue - yet ! Ass.-Prof. Dr. Franzisca Weder www.franzisca-weder.com [email_address] Executive summary: In recent years the first research projects were organized about the construction of the issue CSR in the media (see Lee/Kim 2010, Tengblad/Ohlsson 2009, Wang/Anderson 2008, Buhr/Grafström 2007, Capriotti/Moreno 2007, Golob/Bartlett 2007, Morsing/Langer 2007). The results show that CSR is becoming a new “buzz word” in news reporting, different events are connected to the fact that business have a kind of corporate responsibility. But an examination of a “CSR-Public Issue Life Cycle” (i.e. Downs 1972, Buchholz et al. 1985) is still missing. A current longitudinal content analysis of 26 newspapers and magazines in german speaking countries and the TIME Magazine (1999-2008) shows that there is no “issue cycle” of CSR – but CSR in fact is used as a “buzz word” used in different public discourses to frame first of all individual acting; CSR most notably is used in the debate about manager salaries and bonuses, about individual irresponsibilities and ethics.