A Comunicação da Responsabilidade Social Corporativa: Um Desafio das Organizações Contemporâneas

Authors

Alexandra Leandro
Centro de Estudos de Comunicação e Sociedade, Instituto de Ciências Sociais, Universidade do Minho, Braga, Portugal/Escola Superior de Educação, Instituto Politécnico de Coimbra, Coimbra, Portugal
https://orcid.org/0000-0002-9166-1925
Sónia Cristina Melo da Silva
Centro de Estudos de Comunicação e Sociedade, Instituto de Ciências Sociais, Universidade do Minho, Braga, Portugal/Universidade Católica Portuguesa, Braga, Portugal/Universidade de Trás-os-Montes e Alto Douro, Vila Real, Portugal
https://orcid.org/0000-0002-8166-9851

Keywords:

corporate social responsibility, corporate social responsibility communication, organizational communication, strategic communication

Synopsis

The primary objective of this work is to facilitate the advancement and dissemination of knowledge about the emerging area of corporate social responsibility communication. Corporate social responsibility encompasses the policies and practices an organisation adopts to address the needs of its different stakeholders, and its adoption has been rising in recent decades. Thus, there’s a pressing need to conduct in-depth research on this specific theme within the realm of organisational communication. In this context, we present a theoretical framework and a model aimed at comprehensively addressing corporate social responsibility communication.

Downloads

Download data is not yet available.

Author Biographies

Alexandra Leandro, Centro de Estudos de Comunicação e Sociedade, Instituto de Ciências Sociais, Universidade do Minho, Braga, Portugal/Escola Superior de Educação, Instituto Politécnico de Coimbra, Coimbra, Portugal

Alexandra Leandro é, desde 2002, professora da área das Ciências da Comunicação, dos Média e das Organizações, na Escola Superior de Educação do Instituto Politécnico de Coimbra. Leciona, habitualmente, unidades curriculares de Marketing, Comunicação e Publicidade. É também coordenadora da pós-graduação em Comunicação Estratégica para as Autarquias. A docência acontece depois de alguns anos em departamentos de marketing de empresas portuguesas. Licenciada em Comunicação Social, ramo Publicidade, pela Universidade do Minho, em 1998. Pós-graduada em Direito da Comunicação pela Faculdade de Direito da Universidade de Coimbra, com MBA em Marketing pela Porto Business School e mestre em Gestão de Empresas pela Universidade do Porto. Doutorou-se, em 2017, em Ciências da Comunicação, pela Universidade do Minho, tendo a sua dissertação como tema a comunicação das organizações socialmente responsáveis.

Sónia Cristina Melo da Silva, Centro de Estudos de Comunicação e Sociedade, Instituto de Ciências Sociais, Universidade do Minho, Braga, Portugal/Universidade Católica Portuguesa, Braga, Portugal/Universidade de Trás-os-Montes e Alto Douro, Vila Real, Portugal

Sónia Silva, nascida em Ponte de Lima em 1991 é professora auxiliar convidada na Universidade Católica Portuguesa e na Universidade de Trás-os-Montes e Alto Douro, lecionando unidades curriculares na área das Ciências da Comunicação. Licenciada em Ciências da Comunicação pela Universidade do Minho (ano de 2012) e mestre em Ciências da Comunicação — especialização de Publicidade e Relações Públicas (ano de 2014), pela mesma instituição. Integrou o programa doutoral em Estudos de Comunicação: Tecnologia, Cultura e Sociedade no ano de 2015. Desde então tem desenvolvido o seu percurso na investigação, interessando-se pelos temas da comunicação organizacional e estratégica e da responsabilidade social. Doutorou-se em 2020, em Estudos de Comunicação: Tecnologia, Cultura e Sociedade, pela Universidade do Minho com uma tese intitulada Comunicar Para Ser Socialmente Responsável: O Papel da Comunicação no Cumprimento da Missão Social das Universidades Públicas Portuguesas.

References

Abreu, R., David, F., & Crowther, D. (2005). Corporate social responsibility in Portugal: Empirical evidence of corporate behaviour. Corporate Governance, 5(5), 3–18. https://doi.org/10.1108/14720700510630013

Albinger, H., & Freeman, S. (2000). Corporate social performance and attractiveness as an employer to different job seeking populations. Journal of Business Ethics, 28(3), 243–253. https://doi.org/10.1023/A:1006289817941

Andrews, K. R. (1973). Can the best corporations be made moral? Harvard Business Review, 51, 57-64.

Aras, G., & Crowther, D. (2009). Corporate sustainability reporting: A study in disingenuity? Journal of Business Ethics, 87(1), 279–288.

Argenti, P. A. (2009). Corporate communication. McGraw-Hill.

Argenti, P. A., Howell, R. A., & Beck, K. A. (2005). The strategic communication. MIT Sloan Management Review, 46(3), 61–67.

Balonas, S. (2014). Olhar o público interno: O fator crítico nas estratégias de responsabilidade social. In T. Ruão, R. de Freitas, P. C. Ribeiro, & P. Salgado (Eds.), Comunicação organizacional e relações públicas: Horizontes e perspetivas. Relatório de um debate (pp. 73–86). CECS.

Bartlett, J. L., & Devin, B. (2011). Management, communication, and corporate social responsibility. In Ø. Ihlen, J. L. Bartlett, & S. May (Eds.), The handbook of communication and corporate social responsibility (pp. 47–66). Wiley-Blackwell.

Berger, P., & Luckmann, T. (2003). A construção social da realidade (F. de S. Fernandes, Trad.). Vozes. (Trabalho original publicado em 1966)

Bloom, P., & Gundlach, G. (2001). Handbook of marketing and society. SAGE.

Bloom, P., Hoeffler, S., Keller, K., & Basurto, C. (2006). How social-cause marketing affects consumer perceptions. MIT Sloan Management Review, 47(2), 49–55.

Blowfield, M., & Murray, A. (2008). Corporate responsibility - A critical introduction. Oxford University Press.

Bourdieu, P., & Thompson, J. B. (1991). Language and symbolic power. Harvard University Press.

Bowen, H. R. (1953). Social responsibilities of the businessman. Harper & Row.

Branco, M., & Rodrigues, L. (2008). Factors influencing social responsibility disclosure by Portuguese companies. Journal of Business Ethics, 83, 685–701. https://doi.org/10.1007/s10551-007-9658-z

Bueno, W. (2003). Comunicação empresarial: Teoria e pesquisa. Manole.

Burchell, J., & Cook, J. (2006). Confronting the “corporate citizen”, shaping the discourse of corporate social responsibility. International Journal of Sociology and Social Policy, 26(3/4), 121–137. https://doi.org/10.1108/01443330610657188

Capaldi, N. (2005). Corporate social responsibility and the bottom line. International Journal of Social Economics, 32(5), 408–423.

Carr, A. Z. (1996). Is business bluffing ethical? In S. B. Rae & K. L. Wong (Eds.), Beyond integrity: A Judeo-Christian approach (pp. 55–62). Zondervan Publishing House.

Carrillo, M. V. (2014). Comunicação estratégica no ambiente comunicativo das organizações atuais. Comunicação e Sociedade, 26, 71–80. https://doi.org/10.17231/comsoc.26(2014).2025

Carroll, A. B. (1979). A three dimensional conceptual model of corporate social performance. Academy of Management Review, 4(4), 497–505. https://doi.org/10.2307/257850

Carroll, A. B. (1981). Business and society: Managing corporate social performance. Brown.

Carroll, A. B. (1991). The pyramid of corporate social responsibility: Toward the moral management of organizational stakeholders. Business Horizons, 34(4), 39–48. https://doi.org/10.1016/0007-6813(91)90005-G

Carroll, A. B. (1999). Corporate social responsibility: Evolution of a definitional construct. Business & Society, 38(3), 268–295. https://doi.org/10.1177/000765039903800303

Carroll, A. B. (2001). Ethical challenges for business in the new millenium: Corporate social responsibility and models of management morality. Business Ethics Quarterly, 10(1), 33–42. https://doi.org/10.2307/3857692

Carroll, A. B. (2004). Managing ethically with global stakeholders: A present and future challenge. Academy of Management Executive, 18(2), 114–120. https://doi.org/10.5465/AME.2004.13836269

Carter, C., & Jennings., M. M. (2004). Role of purchasing in corporate social responsibility: A structural equation analysis. The Journal of Business Logistics, 5(1), 145–187. https://doi.org/10.1002/j.2158-1592.2004.tb00173.x

Chaudhri, V. (2014). Corporate social responsibility and the communication imperative: Perspectives from CSR managers. International Journal of Business Communication, 53(4), 419–442. https://doi.org/10.1177/2329488414525469

Christensen, L. T., & Cornelissen, J. (2011). Bridging corporate and organizational communication: Review, development and a look to the future. Management Communication Quarterly, 25(3), 383–414. https://doi.org/10.1177/0893318910390194

Cornelissen, J. (2008). Metonymy in language about organizations: A corpus-based study of company names. Journal of Management Studies, 45(1), 79–99. https://doi.org/10.1111/j.1467-6486.2007.00737.x

Cortina, A. (2005, 20 de agosto). Ética de la empresa, no sólo responsabilidad social. El País. https://elpais.com/diario/2005/08/20/opinion/1124488806_850215.html

Crowther, D. (2000). The dialectics of corporate value measurement. In G. Arnold & M. Davies (Eds.), Value based management: Context and application (pp. 105–132). Wiley.

Dahlsrud, A. (2008). How corporate social responsibility is defined: An analysis of 37 definitions. Corporate Social Responsibility and Environmental Management, 15(1), 1–13. https://doi.org/10.1002/csr.132

Davis, K., & Blomstrom, R. L. (1975). Business and society: Environment and responsibility (3.ª ed.). McGraw-Hill.

Dawkins, J. (2004). Corporate responsibility: The communication challenge. Journal of Communication Challenge, 9(2), 108–119. https://doi.org/10.1108/13632540510621362

Deetz, S. (2001). Conceptual foundations. In F. M. Jablin & L. L. Putnam (Eds.), The new handbook of organizational communication (pp. 3–46). SAGE.

Drucker, P. (1984). The new meaning of corporate social responsibility. California Management Review, 26(2), 53–63.

Du, S., Bhattacharya, C., & Sen, S. (2010). Maximizing business returns to corporate social responsibility (CSR): The role of CSR communication. International Journal of Management Reviews, 12(1), 8–19. https://doi.org/10.1111/j.1468-2370.2009.00276.x

Dunn, K. & Harness, D. (2018). Communicating corporate social responsibility in a social world: The effects of company-generated and user generated social media content on CSR attributions and scepticism. Journal of Marketing Management, 34(17), 1503–1529. https://doi.org/10.1080/0267257X.2018.1536675

Eisenegger, M., & Schranz, M. (2011). Reputation management and corporate social responsibility. In Ø. Ihlen, J. L. Bartlett, & S. May (Eds.), The handbook of communication and corporate social responsibility (pp. 128–146). John Wiley & Sons.

Elkington, J. (1999). Triple bottom-line reporting: Looking for balance. Australian CPA, 69(2), 18–21.

Epstein, E. M. (1987). The corporate social policy process: Beyond business ethics, corporate social responsibility, and corporate responsiveness. California Management Review, 29(3), 99–114. https://doi.org/10.2307/41165254

European Commission. (2001). Green paper: Promoting a European framework for corporate social responsability. https://ec.europa.eu/commission/presscorner/api/files/document/print/en/doc_01_9/DOC_01_9_EN.pdf

Falkheimer, J., & Heide, M. (2018). Strategic communication: An introduction (1.ª ed.). Routledge. https://doi.org/10.4324/9781315621555

Figueira, A. (2017). Nivelar os pratos da balança – Estudo da comunicação organizacional como fator de sustentabilidade nas parcerias estratégicas entre organizações solidárias e empresas [Tese de doutoramento, Universidade do Minho]. RepositóriUM. https://hdl.handle.net/1822/55777

Foucault, M. (2008). The discourse on language. In D. Wood & J. Medina (Eds.), Truth: Engagements across philosophical traditions (pp. 315–335). John Wiley & Sons.

Frankental, P. (2001). Corporate social responsibility – A PR invention? Corporate Communications – An International Journal, 6(1), 18–23. https://doi.org/10.1108/13563280110381170

Freeman, E. (1984). Strategic management: A stakeholder’s approach. Pitman.

Freeman, E. (1994). The politics of stakeholder theory: Some future directions. Business Ethics Quarterly, 4(4), 409–421. https://doi.org/10.2307/3857340

Freeman, E. (2001). Stakeholder theory of the modern corporation. In W. M. Hoffman, R. E. Frederick, & M. S. Schwartz (Eds.), Business ethics: Readings and cases in corporate morality (pp. 125–138). McGraw-Hill.

Freixo, M. J. V. (2013). Teorias e modelos de comunicação (3.ª ed.). Instituto Piaget.

Friedman, M. (1970, 13 de setembro). The social responsibility of business is to increase its profits. The New York Times. https://www.nytimes.com/1970/09/13/archives/a-friedman-doctrine-the-social-responsibility-of-business-is-to.html

Garriga, E., & Melé, D. (2004). Corporate social responsibility theories: Mapping the territory. Journal of Business Ethics, 53, 51–71.

George, J. M., & Jones, G. R. (2005). Contemporary management: Creating value in organizations (4.ª ed.). McGraw-Hill.

Geva, A. (2008). Three models of corporate social responsibility: Interrelationships between theory, research, and practice. Business and Society Review, 113(1), 1–41. https://doi.org/10.1111/j.1467-8594.2008.00311.x

Gómez-Carrasco, P. Guillamón-Saorín, E., & García Osma, B. (2021). Stakeholders versus firm communication in social media: The case of Twitter and corporate social responsibility information. European Accounting Review, 30(1), 31–62. https://doi.org/10.1080/09638180.2019.1708428

Gonçalves, G. (2013). Ligações perigosas: Comunicação e responsabilidade social empresarial. Cadernos de Comunicação, 17(2), 15-29. http://hdl.handle.net/10400.6/4168

Goodman, M. (2001). Current trends in corporate communication. Corporate Communications: An International Journal, 6(3), 117–123. https://doi.org/10.1108/13563280110398956

Grajew, O. (1999). O que é a responsabilidade social? [Apresentação de comunicação]. Simpósio Nacional de Empresas e Responsabilidade Social – Sinal 99, Ribeirão Preto, Brasil.

Grunig, J. E., & Grunig, L. A. (2011). Characteristics of excellent communication: A guide to internal communication, public relations, marketing, and leadership. In T. L. Gillis (Ed.), The IABC handbook of organizational communication (pp. 3–14). John Wiley & Sons.

Grunig, J. E., & Hunt, T. (1984). Managing public relations. Holt, Rinehart and Winston.

Grunig, J. E., & Hunt, T. (2000). Dirección de relaciones públicas (A. Santapau, Trad.). Gestión 2000. (Trabalho original publicado em 1984)

Guthey, E., & Morsing, M. (2014). CSR and the mediated emergence of strategic ambiguity. Journal of Business Ethics, 120, 555–569. https://doi.org/10.1007/s10551-013-2005-7

Hallahan, K., Holtzhausen, D., van Ruler, B., Verčič, D., & Sriramesh, K. (2007). Defining strategic communication. International Journal of Strategic Communication, 1(1), 3–35. https://doi.org/10.1080/15531180701285244

Heide, M., Platen, S. v., Simonsson, C., & Falkheimer, J. (2018). Expanding the scope of strategic communication: Towards a holistic understanding of organizational complexity. International Journal of Strategic Communication, 12(4), 452–468. https://doi.org/10.1080/1553118X.2018.1456434

Hodges, A., & Grayson, A. (2002). Compromisso social e gestão empresarial (C. M. Rosa, C. Taylor, & M. Tambelli, Trads.) Publifolha. (Trabalho original publicado em 2001)

Ihlen, Ø., Bartlett, J. L., & May, S. (2011). Corporate social responsibility and communication. In Ø. Ihlen, J. L. Bartlett, & S. May (Eds.), The handbook of communication and corporate social responsibility (pp. 3–22). Wiley-Blackwell.

Instituto Ethos. (s.d.). Missão. Retirado a 7 de junho de 2016 de https://www.ethos.org.br/conteudo/sobre-o-instituto/missao/#.V1b69_krLIU

Jablin, F. M., & Putnam, L. L. (Eds.). (2001). The new handbook of organizational communication: Advances in theory, research, and methods. SAGE.

Joyner, B., & Payne, D. (2002). Evolution and implementation: A study of values, business ethics and corporate social responsibility. Journal of Business Ethics, 41(4), 297–311.

Katz, D., & Kahn, R. L. (1966). The psychology of organizations. HR Folks International.

Keller, K. (2001). Building customer-based brand equity: A blueprint for creating strong brands. Marketing Science Institute.

Kim, S., & Ferguson, M. A. (2014). Public expectations of CSR communication: What and how to communicate CSR. Public Relations Journal, 8(3), 1–22.

Korten, D. (1996). When corporations ruled the world. Berrett-Kochler.

Kreps, G. (1990). Organizational communication - Theory and practice. Longman.

Kunsch, M. (2016). A comunicação nas organizações: Dos fluxos lineares às dimensões humana e estratégica. In M. Kunsch (Ed.), Comunicação organizacional estratégica: Aportes conceituais e aplicados. Summus Editorial.

Kunsch, M. (2020). Comunicação organizacional integrada na perspectiva estratégica. In J. Bicalho (Ed.), Comunicação estratégica e integrada: A visão de 23 renomados autores em 5 países (pp. 85–104). Rede Integrada Editora.

L’Étang, J. L., Lugo-Ocando, J., & Ahmad, Z. A. (2011). Ethics: Corporate social responsibility, power and strategic communication. In Ø. Ihlen, J. L. Bartlett, & S. May (Eds.), The handbook of communication and corporate social responsibility (pp. 170–187). John Wiley & Sons.

Lantos, G. (2001). The boundaries of strategic social responsibility. Journal of Consumer Marketing, 18(7), 595–630. https://doi.org/10.1108/07363760110410281

Leandro, A. (2009). A relação entre responsabilidade social das empresas e cultura organizacional - Um estudo de caso [Tese de mestrado não publicada, Universidade do Porto]. Repositório Aberto. https://hdl.handle.net/10216/133373

Leandro, A., & Rebelo, T. (2011). A responsabilidade social das empresas: Incursão ao conceito e suas relações com a cultura organizacional. Exedra, Número especial, 11–39.

Leipzig, J. S., & More, E. (1982). Organizational communication: A review and analysis of three current approaches to the field. Journal of Business Communication, 19(4), 77–92. https://doi.org/10.1177/002194368201900405

Levitt, T. (1958). The dangers of social responsibility. Harvard Business Review, 36(5), 41–50.

Lindgreen, A., & Swaen, V. (2010). Corporate social responsibility. International Journal of Management Reviews, 12(1), 1–7. https://doi.org/10.1111/j.1468-2370.2009.00277.x

Macnamara, J. & Gregory, A. (2018). Expanding evaluation to progress strategic communication: Beyond message tracking to open listening. International Journal of Strategic Communication, 12(4), 469–486. https://doi.org/10.1080/1553118X.2018.1450255

Margolis, J., & Walsh, J. (2001). People and profits?: The search for a link between a company’s social and financial performance. Psychology Press.

May, S., Cheney, G., & Roper, J. (2007). The debate over corporate social responsibility. Oxford University Press.

McGuire, J. W. (1963). Business and society. McGraw-Hill.

McPhee, R., & Zaug, P. (2009). The communicative constitution of organizations: A framework for explanation. In L. L. Putnam & A. M. Nicotera (Eds.), Building theories of organization: The constitutive role of communication (pp. 21–47). Routledge.

Mendes, F. R. (2009). O mainstreaming da responsabilidade social das empresas. In A. O. das Neves (Ed.), Responsabilidade social das organizações (pp. 75–81). Ministério do Trabalho e da Solidariedade Social.

Michaels, A., & Grüning, M. (2018). The impact of corporate identity on corporate social responsibility disclosure. International Journal of Corporate Social Responsibility, 3(1), 1–13. https://doi.org/10.1186/s40991-018-0028-1

Michel, M. O., & Lampert, M. A. (s.d.). Responsabilidade social ou marketing para causas sociais. Retirado em janeiro de 2009 de https://bocc.ubi.pt

Miles, M. P., Munilla, L. S., & Darroch, J. (2006). The role of strategic conversations with stakeholders in the formation of corporate social responsibility strategy. Journal of Business Ethics, 69, 195–205. https://doi.org/10.1007/s10551-006-9085-6

Moir, L. (2001). What do we mean by corporate social responsibility? Corporate Governance, 1(2), 16–22. https://doi.org/10.1108/EUM0000000005486

Morsing, M. (2006). Corporate social responsibility as strategic auto-communication: On the role of external stakeholders for member identification. Business Ethics: A European Review, 15(2), 171–182.

Morsing, M., & Schultz, M. (2006). Corporate social responsibility communication: Stakeholder information, response and involvement strategies. Business Ethics: A European Review, 15(4), 323–338. https://doi.org/10.1111/j.1467-8608.2006.00460.x

Morsing, M., Schultz, M., & Nielsen, K. (2008). The ‘Catch 22’ of communicating CSR: Findings from a Danish study. Journal of Marketing Communications, 14(2), 97–111. https://doi.org/10.1080/13527260701856608

Mora, I. R. (2012). Las relaciones con los públicos y su reflejo en las memorias de responsabilidad social. Revista Internacional de Relaciones Públicas, 2(4), 173–200. https://doi.org/10.5783/RIRP-4-2012-08-173-200

Mumby, D. K. (1994). Communication and power in organizations: Discourse, ideology. Ablex Publishing.

Mumby, D. K. (2001). Power and politics. In F. M. Jablin & L. L. Putnam (Eds.), The new handbook of organizational communication: Advances in theory, research, and methods (pp. 585–623). SAGE.

Mumby, D. K., & Stohl, C. (1996). Disciplining organizational communication studies. Management Communication Quarterly, 10(1), 50–72. https://doi.org/10.1177/0893318996010001004

Murphy, P. E., & Schlegelmilch, B. B. (2013). Corporate social responsibility and corporate social irresponsibility: Introduction to a special topic section. Journal of Business Research, 66(10), 1807–1813. https://doi.org/10.1016/j.jbusres.2013.02.001

Neto, W. O. (1999). A responsabilidade social no brasil e no mundo [Apresentação de comunicação]. Simpósio Nacional de Empresas e Responsabilidade Social – Sinal 99, Ribeirão Preto, Brasil.

Neves, C., & Neves, F. (2006). O que há de complexo no mundo complexo? Niklas Luhmann e a teoria dos sistemas sociais. Sociologias, 8(15), 182–207. https://doi.org/10.1590/S1517-45222006000100007

Nielsen, A. E., & Thomsen, C. (2007). Reporting CSR – What and how to say it? Corporate Communications: An International Journal, 12(1), 25–40.

Oliveira, E. (2014). Comunicação organizacional e relações públicas: Uma questão terminológica ou campos distintos? A questão da comunicação estratégica. In T. Ruão, R. Freitas, & P. &. Ribeiro (Eds.), Comunicação organizacional e relações públicas: Horizontes e perspetivas. Relatório de um debate (pp. 51–57). CECS/SOPCOM.

Oliveira, E., & Ruão, T. (2014). Os quatro paradigmas da comunicação estratégica e o ensino em Portugal. In M. L. Martins & J. Veríssimo (Eds.), Atas do 8º Congresso da SOPCOM - Associação Portuguesa de Ciências da Comunicação (pp. 1012–1021). SOPCOM. https://hdl.handle.net/1822/29597

Padgett, D., Cheng, S., & Parekh, V. (2013). The quest for transparency and accountability: Communicating responsibly to stakeholders in crises. Asian Social Science, 9(9), 31–44. https://doi.org/10.5539/ass.v9n9p31

Porém, M. E., & Belluzzo, R. C. B. (2011). A importância da gestão da comunicação e da informação nas empresas socialmente responsáveis. Revista Multiplicidade, 1(1), 1–25. https://doi.org/10.59237/multipli.v1i1.30

Porter, M., & Kramer, M. (2006). Strategy & society: The link between competitive advantage and corporate social responsibility. Harvard Business Review, 84(12), 78–93.

Post, J. E., Lawrence, A. T., & Weber, J. (2002). Business and society - Corporate strategy, public policy, ethics (10.ª ed.). McGraw-Hill.

Putnam, L. L., & Cheney, G. (1985). Organizational communication: Historical development and future directions. In T. W. Benson (Ed.), Speech communication in the 20th century (pp. 130–156). Southern Illinois University Press.

Putnam, L. L., Philips, N., & Chapman, P. (1996). Metaphors of communications and organization. In S. R. Clerg, C. Hardy, & W. R. Word (Eds.), Handbook of organizational studies (pp. 375–408). SAGE.

Ran, B., & Golden, T. J. (2011). Who are we? The social construction of organizational identity through sense-exchanging. Administration & Society, 43(4), 417–445. https://doi.org/10.1177/0095399711412727

Redding, W. C., & Tompkins, P. K. (1988). Organizational communication: Past and present tenses. In G. M. Goldhaber & G. A. Barnett (Eds.), Handbook of organizational communication (pp. 5–33). Praeger Pub Text.

Rego, A., Cunha, M. P., Costa, N. G., Gonçalves, H., & Cabral-Cardoso, C. (2006). Gestão ética e socialmente responsável. Editora RH.

Reinsch, N. L. (1996). Business communication: Present, past, and future. Management Communication Quarterly, 10(1), 27–49. https://doi.org/10.1177/0893318996010001003

Rodrigo, P., & Arenas, D. (2008). Do employees care about CSR programs? A typology of employees according to their attitudes. Journal of Business Ethics, 83, 265–283. https://doi.org/10.1007/s10551-007-9618-7

Rodrigues, J., Seabra, F., & Ramalho, J. (2009). Contributos para a clarificação do conceito. In A. O. das Neves (Ed.), Responsabilidade social das organizações (pp. 99–105). Ministério do Trabalho e da Solidariedade Social.

Rowe, M. (2006). Reputation, relationships and risk: A CSR primer for ethics officers. Business and Society Review, 111(4), 441–455. https://doi.org/10.1111/j.1467-8594.2006.00281.x

Roy, T., & Quazi, A. (2021). How and why do MNCs communicate their corporate social responsibility in developing countries? Evidence from Bangladesh. Competition & Change, 45(3), 1–23. https://doi.org/10.1177/10245294211003275

Ruão, T. (2004). O estado da arte em comunicação organizacional. 1900 – 2000: Um século de investigação. In Actas do VI LUSOCOM – Congresso Lusófono de Ciências da Comunicação (pp. 1–16). Universidade da Beira Interior. https://hdl.handle.net/1822/2714

Ruão, T. (2008). A comunicação organizacional e os fenómenos de identidade: A aventura comunicativa da formação da Universidade do Minho, 1974-2006 [Tese de doutoramento não publicada. Universidade do Minho]. RepositóriUM. https://hdl.handle.net/1822/8841

Ruão, T. (2016). A organização comunicativa: Teoria e prática em comunicação organizacional. CS Edições.

Ruão, T., & Kunsch, M. (2014). A comunicação organizacional e estratégica: Nota introdutória. Comunicação e Sociedade, 26, 7–13. https://doi.org/10.17231/comsoc.26(2014).2021

Sandhu, S. (2009). Strategic communication: An institutional perspective. International Journal of Strategic Communication, 3(2), 72–92. https://doi.org/10.1080/15531180902805429

Satyavathi, R., & Ramesh, S. (2022). Corporate social responsibility - A literature review. African Journal of Business Management, 8(7), 228–234. https://doi.org/10.5897/AJBM12.106

Schade, J., Wang, Y., & Prooijen, A.-M. (2022). Consumer skepticism towards corporate-NGO partnerships: The impact of CSR motives, message frame and fit. Corporate Communications: An International Journal, 27(5), 39–55. https://doi.org/10.1108/CCIJ-04-2022-0048

Schlegelmilch, B., & Pollach, I. (2005). The perils and opportunities of communicating corporate ethics. Journal of Marketing Management, 21(3–4), 267–290. https://doi.org/10.1362/0267257053779154

Schoeneborn, D., Glozer, S., & Trittin-Ulbrich, H. (2022). Constitutive views on CSR communication: The communicative constitution of responsible organization, organizing, and organizationality. In A. O’Connor (Ed.), The Routledge handbook of corporate social responsibility communication (pp. 73–84). Routledge.

Schultz, D. E., Tannenbaum, S. I., & Lauterborn, R. F. (1994). The new marketing paradigm: Integrated marketing communications. McGraw-Hill.

Schwartz, M. S., & Carroll, A. B. (2008). Integrating and unifying competing and complementary frameworks: The search for a common core in the business and society field. Business & Society, 47(2), 148–186. https://doi.org/10.1177/0007650306297942

Seele, P., & Lock, I. (2015). Instrumental and/or deliberative? A typology of CSR communication tools. Journal of Business Ethics, 131(2), 401–414. https://doi.org/10.1007/s10551-014-2282-9

Sen, S., Du, S., & Bhattacharya, C. (2009). Building relationships through corporate social responsibility. In D. J. MacInnis, C. W. Park, & J. W. Priester (Eds.), Handbook of brand relationships (pp. 195–211). Routledge.

Sgorla, F. (2009). A responsabilidade social das organizações privadas: Das práticas à gestão. Revista Alcance – Eletrônica, 16(3), 392–403.

Shannon, C., & Weaver, W. (1949). The mathematical theory of communication. University of Illinois Press.

Sillince, J. A., & Brown, A. D. (2009). Multiple organizational identities and legitimacy: The rhetoric of police websites. Human Relations, 62(12), 1829–1856. https://doi.org/10.1177/0018726709336626

Silver, D. (2005). Creating transparency for public companies: The convergence of PR and IR in the post-Sarbanes-Oxley marketplace. The Public Relations Strategist, 16–19.

Smeltzer, L. (1996). Communication with the manager’s context. Management Communication Quarterly, 10(1), 5–26. https://doi.org/10.1177/0893318996010001002

Snider, J., Hill, R. P., & Martin, D. (2003). Corporate social responsibility in the 21st century: A view from the world’s most successful firms. Journal of Business Ethics, 48, 175–187. https://doi.org/10.1023/B:BUSI.0000004606.29523.db

Sobreira, R. M. (2011). Do paradigma das relações públicas para o paradigma da comunicação estratégica das organizações. Exedra, Número especial, 139–162.

Spínola, S. C. (2019). Comunicação ética e ética na comunicação: Comunicar responsabilidade social empresarial? In S. P. Sebastião & P. Martins (Eds.), Ética em comunicação: Reflexões sobre os desafios, os atributos e as práticas (pp. 91–102). Instituto Superior de Ciências Sociais e Políticas.

Srour, R. H. (2000). Ética empresarial - Posturas responsáveis nos negócios, na política e nas relações pessoais. Editora Campus.

Taylor, J. (1993). Rethinking the theory of organizational communication: How to read an organization. Ablex Publishing.

Tench, R., Verhoeven, P., & Zerfass, A. (2009). Institutionalizing strategic communication in Europe – An ideal home or a mad house? Evidence from a survey in 37 countries. International Journal of Strategic Communication, 3(2), 147–164. https://doi.org/10.1080/15531180902806237

Tompkins, P. K., & Wanca-Thibault, M. (2001). Organizational communication: Prelude and prospects. In F. M. Jablin & L. L. Putnam (Eds.), The new handbook of organizational communication: Advances in theory, research, and methods (pp. xvii–xxxi). SAGE.

van Marrewijk, M. (2003). Concepts and definitions of CSR and corporate sustainability: Between agency and communion. Journal of Business Ethics, 44, 95–105.

van Riel, C. (1995). Principles of corporate communication. Prentice Hall.

van Riel, C., & Fombrun, C. (2007). Essentials of corporate communication - Implementing practices for effective reputation management. Routledge.

Viererbl, B., & Koch, T. (2021). The paradoxical effects of communicating CSR activities: Why CSR communication has both positive and negative effects on the perception of a company’s social responsibility. Public Relations Review, 48(1), 1–9. https://doi.org/10.1016/j.pubrev.2021.102134

Viswesvaran, C., Desphande, S. P., & Milman, C. (1998). The effect of corporate social responsibility on employee counterproductive behaviour. Cross Cultural Management, 5(12), 5–12. https://doi.org/10.1108/13527609810796835

Waddock, S., & Googins, B. K. (2011). The paradoxes of communicating corporate social responsibility. In Ø. Ihlen, J. L. Bartlett, & S. May (Eds.), The handbook of communication and corporate social responsibility (pp. 23–43). Wiley-Blackwell.

Walter, J., Kellermanns, F. W., Floyd, S. W., Veiga, J. F., & Matherne, C. (2013). Strategic alignment: A missing link in the relationship between strategic consensus and organizational performance. Strategic Organization, 11(3), 304–328. https://doi.org/10.1177/1476127013481155

Wang, R., & Huang, Y. (2018). Communicating corporate social responsibility (CSR) on social media: How do message source and types of CSR messages influence stakeholders’ perceptions? Corporate Communications: An International Journal, 23(3), 326–341. https://doi.org/10.1108/CCIJ-07-2017-0067

Watzlawick, P. (1976). How real is ‘real’? Confusion, disinformation, communication. Random House.

Webb, D., & Mohr, L. (1998). A typology of consumer responses to cause-related marketing: From skeptics to socially concerned. Journal of Public Policy and Marketing, 17(2), 226–238. https://doi.org/10.1177/074391569801700207

Weick, K. (1995). Sensemaking in organizations. SAGE.

Werther, J. W., & Chandler, D. (2006). Strategic corporate social responsibility. SAGE.

Wood, D. (1991). Corporate social performance revisited. Academy of Management Review, 16(4), 691–718. https://doi.org/10.2307/258977

Zenone, L. C. (2006). Marketing social. Thomson.

Zerfass, A., van Ruler, B., & Sriramesh, K. (2008). Public relations research: European and international perspectives and innovations. VS Verlag.

Capa "A comunicação da responsabilidade social corporativa"

Downloads

Published

January 16, 2024

Series

License

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.