Utilization of CSR to Build Organizations’ Corporate Image in Asia: Need for an Integrative Approach

• In Event: Best Faculty Papers in Public Relations

Abstract

Scholars have long identified CSR as a strong predictor of a favorable corporate image (Gray, 1986). Websites have become an essential communication platform (Dawkins, 2004). This study aims to investigate how CSR can be used as a driver in enhancing organizational corporate image. A pilot test comprising content analyses of 150 corporate websites of local and MNCs headquartered in Singapore was conducted, followed by in-depth interviews with 24 public relations practitioners to examine the motivations behind their CSR engagement. Findings show that organizations utilized CSR as a means to enhance corporate image via four ways: engaging in two-way conversations with stakeholders, adopting an inside-out communication approach with employees, recognizing the relevance of other CSR communication channels, and communicating CSR with authenticity. However, some organizations hesitate to use CSR communication to enhance their corporate image because they wanted to avoid being seen as using CSR as a promotional tool (148 words)

Authors

• Augustine Pang, Nanyang Technological U

• May O. Lwin, Nanyang Technological U

• Chrystal Shu-Min Ng, Nanyang Technological U

• Ying Kai Ong, Nanyang Technological U

• Shannon Rose Wing Ching Chau, Nanyang Technological U

• Kristle Poh Sim Yeow, Nanyang Technological U