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首页> 外文期刊>Corporate communications >Collaborative corporate social responsibility: A case study examination of the international public relations agency involvement in the United Nations Global Compact
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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：企业社会责任协作：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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Purpose - This purpose of this paper is to examine how two, American-based, international public relations agencies came to participate in the United Nations Global Compact. The global compact is an initiative which brings together more than 4,000 member organizations in over 100 countries to address some of the world's most pressing issues. Specifically, this paper seeks to identify: the events that prompt these senior-level executives, as members of their agency's dominant coalition, to initiate participation in the global compact; what obstacles within the agency present challenges to joining the global compact; and how each agency integrates the compact principles into its work. Design/methodology/approach - Grunig's situational theory of publics is used as a framework to create a single, embedded case study which integrates three subunits of analysis: in-depth interviews, and primary and secondary document analysis. In-depth interviews are conducted with one senior-level executive/counselor from each of the two agencies that are examined. Primary document analysis focuses solely on the Communication on Progress reports which must be submitted on a bi-annual basis by every global compact participant. Secondary document analysis includes any agency-produced materials, such as speeches/presentations, as well as articles written for business publications. Findings - Overall, results indicate that both agencies have yet to fully integrate the compact principles into their own internal functions, and primarily use the global compact as a tool for counseling clients. However, both agency executives reveal that it is going to become necessary for their agency to involve themselves in the global compact, within and across the entire agency - particularly in terms of confronting issues such as ethics and diversity.rnOriginality/value - This paper adds to the existing scholarship in a few, important ways. First, it incorporates and encourages the continued use of qualitative methods to examine contemporary issues that face the practice of public relations. Second, this research establishes an argument for furthering the idea that public relations professionals can be advocated for social change and can be influenced through the work they do. Finally, this paper stresses the continued importance of public relations work in facilitating global citizenship initiatives.
机译：目的-本文的目的是研究两个美国的国际公共关系机构如何参加联合国全球契约。全球契约是一项倡议，汇集了100多个国家/地区的4,000多个成员组织，以解决一些世界上最紧迫的问题。具体而言，本文旨在确定：促使这些高级管理人员（作为其机构主导联盟的成员）发起参与全球契约的事件；该机构的哪些障碍给加入全球契约带来了挑战；以及每个机构如何将紧凑原则融入其工作中。设计/方法/方法-格鲁尼格（Grunig）的公众情境理论被用作创建单个嵌入式案例研究的框架，该案例研究整合了分析的三个子单元：深度访谈以及主要和次要文件分析。与接受调查的两个机构中的每个机构的一位高级执行官/顾问进行了深入访谈。主要文档分析仅关注进度通讯报告，每个全球契约参与者都必须每两年提交一次。辅助文档分析包括由代理机构制作的任何材料，例如演讲/演示文稿以及为商业出版物撰写的文章。调查结果-总体而言，结果表明两家机构尚未将契约原则完全整合到自己的内部职能中，并且主要使用全球契约作为咨询客户的工具。但是，两家机构的高管都透露，他们的机构有必要参与到整个机构内部和整个机构的全球契约中，特别是在面对诸如道德和多样性等问题时。rn原创性/价值-本文补充现有的奖学金有几种重要的方式。首先，它纳入并鼓励继续使用定性方法来研究面对公共关系实践的当代问题。其次，本研究为进一步主张公共关系专业人士可以倡导社会变革并可以通过他们所做的工作而受到影响的观点奠定了基础。最后，本文强调了公共关系工作在促进全球公民倡议方面的持续重要性。

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