This book introduces strategic communication students and professionals to essential topics and trends in corporate social advocacy (CSA). CSA refers to companies' actions that publicly declare their stances on controversial social issues. This book covers emerging CSA communication issues relevant in today's rapidly-changing world, including but not limited to theoretical frameworks, CSA messaging, internal communication, social media, crisis management, authenticity, social network, and ethics. Each chapter includes a relevant case study. This book will be an excellent resource for public relations and strategic communication students, faculty, researchers, educators, and practitioners interested in expanding their understanding and knowledge of organizations' CSA communication efforts.

Provides up-to-date knowledge of CSA research and practice for scholars/educators/students of strategic communication Presents strategic guidelines of effective and ethical approaches of CSA with a wide range of relevant topics Includes a brief case study of CSA initiatives based on real examples in each chapter for practical insights

Autorentext

Yeunjae Lee is an assistant professor in public relations and strategic communication at the Colorado State University. Dr. Lee’s work has been published in more than 60 articles in leading refereed journals such as Communication Monographs, Communication Research, Journal of Public Relations Research, Journalism and Mass Communication Quarterly, Journal of Business Research, Journal of Business Ethics, and Public Relations Review, among others. Dr. Lee also received more than ten top paper and research awards and recognitions from national and international communication associations and conferences and has been an Arthur W. Page Legacy Scholar in 2020-2023.  

Jo-Yun (Queenie) Li (Ph.D., University of South Carolina) is an Associate Professor in the Department of Strategic Communication at the University of Miami. She has published in leading scholarly journals such as Communication Research, Public Relations Review, Journal of Health Communication, International Journal of Advertising, and Journal of Public Relations Research.  

Dr. Weiting Tao (Ph.D., University of Florida) is an associate professor in strategic communication at the University of Miami. She has published in top-tier scholarly journals including but not limited to Communication Research, New Media & Society, Public Relations Review, International Journal of Advertising, and Journal of Public Relations Research.

Inhalt

Chapter 1.-Evolving Research and Practice of Corporate Social Advocacy (CSA).-Chapter 2. -Corporate Social Advocacy (CSA) and Organization-Public Relationships (OPRs).-Chapter 3.-Leveraging Corporate Advocacy for Relationship Management.-Corporate Social Advocacy (CSA) and Authenticity.-Communicating Values and Advancing Impact on Society.- Chapter 4.- Corporate Social Advocacy (CSA) and Social Media.-Exploring the Influence of Online Opinion, Messaging Strategies, and Engagement.-Chapter 5.-Corporate Social Advocacy (CSA) and Message Strategies.-What to Communicate and How to Communicate.- Chapter 6.-Corporate Social Advocacy (CSA) and Public Segmentation.-Understanding Why Publics Respond Differently to CSA Initiatives.-Chapter 7. -Corporate Social Advocacy (CSA) and Hypocrisy.- Managerial Risks in Unauthentic Political Engagements.-Chapter 8.- Corporate Social Advocacy (CSA) and Public Interest Communication and Activism.-Best Practices and Challenges in Advocating for Social Change in Divided Times.-Chapter 9.-Corporate Social Advocacy (CSA) and Crisis Communication.-CSA Under Fire.- Examining the Effectiveness of Crisis Responses to Backlash.-Corporate Social Advocacy (CSA) and Internal Communication.-Exploring Internal Dynamics Through Employee Perspectives.-Chapter 11.-Corporate Social Advocacy (CSA) and Internal Communication.-Exploring Internal Dynamics Through Employee Perspectives.-Corporate Social Advocacy (CSA) and Social Network.-Understanding CSA through Intergroup Dynamics and Social Networks.-Corporate Social Advocacy (CSA) and Leadership.-The role of CEO communication in CSA.-Corporate Social Advocacy (CSA) and Ethics.-Toward civic engagement and organizational citizenship as ethical imperatives.-Corporate Social Advocacy (CSA) and Emerging Technologies.-Utilizing AI and Virtual Influencers for Authentic Engagement.-Reflections, Insights, and Future Directions for Corporate Social Advocacy (CSA) Research.