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Collaborative corporate social responsibility: A case study examination of the international public relations agency involvement in the United Nations Global Compact.

机译：共同的企业社会责任：对国际公共关系机构参与《联合国全球契约》的案例研究。

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摘要

Seeking to understand the relationship between public relations practice and corporate social responsibility initiatives, this research examined how two American-based international public relations agencies---Ketchum, Inc., and Ruder Finn, Inc.---came to take part in the United Nations (U.N.) Global Compact. The Global Compact is a social responsibility initiative that brings together more than 4,000 participants from multiple sectors in over 100 countries to address social issues. Using the three independent variables of Grunig's situational theory of publics, this qualitative study sought to identify: (a) the events that prompted these senior-level executives as members, as members of their agency's dominant coalition, to initiate participation in the Global Compact, (b) what obstacles within the agency presented challenges to joining the Global Compact, and (c) how each agency integrated the Compact Principles into its work.;A single, embedded case study was developed and integrated three subunits of analysis: in-depth interviews, and primary and secondary document analysis. In-depth interviews were conducted with two, senior-level executives from each agency. Primary document analysis focused on the Communication on Progress (COP) reports, and secondary document analysis consisted of agency-produced materials, such as speeches and presentations as well as articles written for business publications. Document analysis was included to assess how these agencies had pursued integration of the 10 Compact Principles into their work. Overall results indicated that both agencies primarily used the Compact Principles as a tool to educate clients, but had yet to fully integrate the Compact Principles into their work, particularly their own internal operations.
机译：为了了解公共关系实践与企业社会责任倡议之间的关系，本研究调查了两个总部位于美国的国际公共关系代理机构-Ketchum，Inc.和Ruder Finn，Inc.-如何参加。联合国全球契约。全球契约是一项社会责任倡议，汇集了来自100多个国家/地区的4000多名参与者，以解决社会问题。这项定性研究利用格鲁尼格（Grunig）的公众情境理论的三个独立变量来确定：（a）促使这些高级管理人员作为其机构的主要联盟成员而发起的参与全球契约的事件， （b）该机构内部有哪些障碍给加入全球契约带来了挑战，以及（c）每个机构如何将《契约原则》纳入其工作。;开发了一个单独的嵌入式案例研究，并将三个分析子单元整合在一起：深入访谈以及主要和次要文件分析。每个机构的两名高级管理人员进行了深入采访。主要文档分析的重点是进度通信（COP）报告，而辅助文档分析则由代理机构制作的材料组成，例如演讲和演示文稿以及为商业出版物撰写的文章。文件分析被包括在内，以评估这些机构如何将十项契约原则纳入其工作。总体结果表明，两个机构主要使用《契约原则》作为教育客户的工具，但尚未将《契约原则》完全纳入其工作，特别是其内部运营。

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  • 作者

    Byrd, Leslie Simone.;

  • 作者单位

    Howard University.;

  • 授予单位 Howard University.;
  • 学科 Business Administration Marketing.;Political Science International Law and Relations.;Mass Communications.;Journalism.
  • 学位 Ph.D.
  • 年度 2008
  • 页码 204 p.
  • 总页数 204
  • 原文格式 PDF
  • 正文语种 eng
  • 中图分类 贸易经济;传播理论;新闻学、新闻事业;国际法;
  • 关键词

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