Corporate social responsibility, sustainability and ethical public relations strengthening synergies with human resources

Front Cover
Corporate Social Responsibility, Sustainability, and Ethical Public Relations
Copyright Page
Contents
Preface
Foreword
Chapter 1 Picking at an Old Scab in a New Era: Public Relations and Human Resources Boundary Spanning for a Socially Responsible and 
Sustainable World
	Theoretical Underpinnings for Examining Interdepartmental Relationships
	Development of the HR Function within Organizations
	PR Perspective on Internal Relations
	PR Departments and CSR/S
	Measuring Internal Communication through Audits
	Employer Branding and Reputation
	Respecting Employees within Organizations and PR’s Role
	PR and HR Relationship Building
	Encroachment and Turf Battles
	Envisioning the HR–PR Cross-Unit Working Relationship
	Summary/Discussion
	References
Chapter 2 Organizations, HR, CSR, and Their Social Networks: “Sustainability” on Twitter
	Introduction
		PR and Employee Engagement
		Social Network Analysis (SNA)
		Electronic Word of Mouth (eWOM)
		Structural Nature of Social Networks
	Method
	Findings
		Twitter Sustainability
		RQ1: What Is the Nature of CSR/SoME from Various Theoretical and Methodological Perspectives?
		RQ2: To What Extent May CSR/SoMe Be Utilized to Promote Corporate Interests through Use of Employee Social Networks?
		Modeling the Intersection of CSR and Sustainability
		RQ3: How May These Employees Function as PR Brand Ambassadors for CSR/SoMe Content
	Conclusions and Discussion
	Acknowledgment
	References
Chapter 3 Nonprofit Social Responsibility and Sustainability: Engaging Urban Youth through Empowerment
	Introduction
	Literature Review
		Urban Youth and the Environment
		Conservation–Environmental Program Benefits
		Nonprofits and Corporate Social Responsibility/Sustainability
		Barriers to Conservation–Environmental Program Success
		Empowerment as Key to Conservation–Environmental Program Development
		The Critical Social Theory of Youth Empowerment Framework
		Summary and Research Questions
	Method
		Data Collection
		Data Analysis
	Findings
	Discussion
		Recommendations
		Limitations and Future Study
	References
	Appendix A: Data Collection Sheet for
 RQ1
	Appendix B: Data Collection Sheet for RQ2
Chapter 4 Overcoming Regional Retention Issues: How Some Michigan Organizations Use CSR to Attract and Engage Top Talent
	Introduction
	Review of Literature
		Excellence Theory
		Corporate Social Responsibility
		Recruiting the Millennial Generation through CSR
		Using CSR to Engage and Retain Employees
		The Michigan Employment Climate
		Summary and Research Question
	Method
		Data Collection
		Data Analysis
	Findings
		Theme 1: Evolving Recruitment Activities with CSR in Mind
		Theme 2: Highlighting CSR in Employee Value Propositions
		Theme 3: Rooting CSR into Organizational Culture
		Theme 4: Empowering and Developing Employees through CSR
	Discussion
	References
Chapter 5 Corporate Social Responsibility, Volunteerism, and Social Identity: A Case Study of Cotopaxi
	Introduction
	Review of Literature
	Method
		Participants
		Data Collection
		Video Analysis
	Findings
		Experienced Volunteer
		Kindred Spirit Volunteer
		Emerging Volunteer
	Discussion and Conclusion
	References
Chapter 6 A Study of University Social Responsibility (USR) Practices at Rwanda’s Institut Catholique de Kabgayi
	Introduction
	Review of Literature
		Higher Education and Social Responsibility
		The African Continent and Rwandan Context
		Organization–Employee Relationships in University Settings
		Community Outreach in University Settings
	Method
		Data Collection
		Data Analysis
	Findings
	Discussion/Conclusions
	References
Chapter 7 Corporate Social Responsibility: Johnson & Johnson Creating Community Relations and Value through Open Social Innovation and 
Partnership across
 Sub-Saharan Africa
	Introduction
	Literature Review and Theoretical Background
		CSR and Stakeholder Trust
		Open Social Innovation as a Basis for CSR
		CSR and Sustainable Development in Sub-Saharan Africa
		Roles of Human Resources, Public Relations, and CSR Communication
		Open Social Innovation and CSR: The Case of Johnson & Johnson
	Method
		Data Collection and Analysis
	Findings
	Discussion
	References
Chapter 8 Examining Public Relations’ Role in Shaping Organizational Culture, with Implications for PR, HR, and CSR/Sustainability
	Introduction
	Review of Literature
		Understanding Corporate or Organizational Culture
		Corporate Culture and Implications for PR and HR Management
		Organizational Culture and CSR/Sustainability
	A Communication Audit of Organizational Culture
		The Setting and Research Method
		Interviews
		Content Analysis of Newsletter Stories
		Postanalysis Interview and Updates
	Findings
		Interviews
		Content Analysis
		Post Interview
		Data Collected for Communication Audit
	Conclusions, Discussion, Future Studies
		Application Opportunities
	References
Chapter 9 Hiring Programs for Military Veterans and Athletes Use HR and PR to Demonstrate Human Dimension of Corporate Social 
Responsibility
	Introduction
	Stakeholder Relations and Corporate Social Responsibility
	Role of Human Resources
	Role of Public Relations
	Background on Hiring Military Veterans
	Communicating Veteran Hiring Programs
	Small Businesses Programs for Hiring Veterans
	Media Relations and Military Veteran Hiring Programs
	Background on Hiring Olympic Athletes
	Communicating Hiring Programs for Olympic Athletes
	Best Practices and Conclusions
	References
Chapter 10 Failure to Activate: EpiPen, Legitimacy Challenges, and the Importance of Employee CSR
	Introduction
	Literature Review
		CSR and Employees
		Employees and Social Exchange Theory
	Method
		Data Collection
		Data Analysis
	Findings
		Access to Healthcare
		Doing What’s Right, Not What’s Easy
		Doing Good and Doing Well
	Discussion
		Recommendations
	References
Chapter 11 Inspiring Employees through CSR: Lessons from a Gambling Giant
	Introduction
	Casino Gambling in the United States
	Corporate Social Responsibility in the Gaming Industry
		Inspiring Our World
	More Than Just a Title: MGM Uses CSR to Enhance Employee Engagement
	CSR and Employees: A Multifaceted Relationship
	Inspiring MGM’s Employees
	Caution Needed: Some Concerns and Warnings about Employee Engagement
	Learning from MGM: Advice for HR Managers
	References
About the Authors
Index