Managing CSR Communication

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In this chapter we elaborate on how corporate social responsibility (CSR) strategies and practices both produce and are produced by CSR communication. We outline three main characteristics of CSR communication as a particular form of management communication, that is, CSR communication’s institutionalized, contested, and moralized character. From this basis, we derive key theoretical and practical implications for CSR-related management communication. We structure our considerations along three different orientations: (1) communication from the top-down (e. g., a firm’s aspirational talk), (2) communication from the bottom-up (e. g., internal activism), and (3) communication around the organization (e. g., how to develop resonance capacities for the multiplicity of external/societal voices). The chapter closes with a brief conclusion and outlook in which we address the need for further research
Original languageEnglish
Title of host publicationHandbook of Management Communication
EditorsFrançois Cooren, Peter Stücheli-Herlach
Number of pages16
Place of PublicationBerlin
PublisherDe Gruyter
Publication date2021
ISBN (Print)9781501516559
ISBN (Electronic)9781501508059
Publication statusPublished - 2021
SeriesHandbooks of Applied Linguistics


  • Corprate social responsibility (CSR)
  • CSR communication
  • Management communication
  • Communicative constitution of organization (CCO)
  • Institutional theory

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