Internal Corporate Social Responsibility Fit and Its Effects on Media Coverage

摘要: This research discusses the influence of degree fit between an organization’s CSR activities and its business practices on media coverage CSR. Businesses’ role in society nowadays clearly goes beyond a simple economic responsibility also includes social environmental aspect. Communicating this new to public organizations may encounter counterproductive effects. While stakeholders would like know more about organizations’ activities, “too much effort create awareness can have boomerang effect as become cynical skeptical” (Coombs & Holladay, 2012, p. 111) lead legitimacy destruction when one or several external perceive these window-dressing. Here, are central actor, because they codetermine discourse (Zhang Swanson, 2006; Wang, 2007). They not only channel which use communicate but independent monitor representing public’s interest 2006). In face possible obstacles play (Buhr Grafstrom, 2007; Zhang 2006), internal seems be interesting concept, it focuses relevance terms core (Yuan et al., 2011). Since past indicates significant perception (Becker-Olsen, Cudmore Hill, Bloom, Hoeffler, Keller Meza, Drumwright, 1996; Ellen, Mohr, Webb, 2000; Elving, 2012) media, organizational great informing adequate way, is expected that way present their activities. 513 news articles from newspapers magazines were investigated via two different studies. First, expert review initiatives presented pursuing was conducted. Second, quantitative content analysis measured tone voice framing coverage. The statistical analysis, combined results studies, revealed relationship presentation rather weak. does impact coverage, weakly predicts articles. In addition, there single influences found separate aspects frames applied media. identified impacts statistically weak point opposite directions with some pledging for positive others negative high fit. slightly outweigh might concluded has weak, However, consider whether depends specific considered, frame variables impact. This offers options future research: looking related factors investigating relationships closely. Moreover, taking open approach seek identify meaning journalists how exploring interaction effects valuable direction research. Finally, adopting theoretical insights derived practice advised engage CSR, no matter deeply integrated into operations superficial way. mainly positive, simply increase likelihood Furthermore, should transparency reporting order deliver unbiased picture state imply critical prominent topic. A good foster such perspectives among professionals – therefore form education target group.