Affiliation of Author, Researcher, or Creator
School of Communication
Department
Marketing Communication
Author(s)
Roxana Maiorescu-Murphy
Resource Type
Article
Publication, Publisher or Distributor
Public Relations Review
Publication Date
3-1-2022
Brief Description
This study assessed the business-centered and CSR-centered diversity communication of five American corporations along with the ensuing responses on the microblogging platform Twitter. The present analysis contributes to the literature on online diversity communication and public relations. The results revealed that companies that had long-term consistency in approaching diversity as CSR received more agreeable responses than those that made swift changes in the aftermath of increased pressure from activist groups. In addition, companies that communicated to a greater degree about the impact of diversity on the bottom line engendered higher user agreement than those who discussed diversity primarily from a CSR perspective.The results shed light on the importance of message consistency throughout longer periods of time.
Keywords
business communication, public relations, diversity, CSR
Recommended Citation
Maiorescu-Murphy, R. D. (2022). Business-centered versus socially responsible corporate diversity communication. An assessment of stakeholder (dis) agreement on Twitter. Public Relations Review, 48(1), 102138.
Preferred Citation Style
Chicago Manual
Peer Reviewed
1
License Agreement
1