1 Department of Business Communication, Aarhus BSS, Aarhus University2 Department of Business Communication, Aarhus BSS, Aarhus University
Transcending business sector boundaries in a Swedish CSR campaign
At a time when corporations are addressing increasingly complex, global corporate social responsibility (CSR) issues, this study examines and evaluates the strategies used in Vattenfall’s challenging and innovative CSR campaign which aimed at establishing the energy company as a credible climate ambassador. Based on an analysis of the campaign outcomes in terms of the distinct interests and competencies of business, government and civil sector actors, I suggest that the company’s credibility was weakened by its portrayal of Vattenfall as being more intent on organizing a public, collective action than in securing company-related business interests. Two ways to ensure greater credibility in similar cases are proposed: communicating explicitly about company motives for conducting CSR campaigns, and carrying out CSR campaigns in collaboration with non-profit organizations.
Public Relations Review, 2012, Vol 38, Issue 3, p. 458-465
Corporate Social Responsibility; Collaboration; Sustainability; Campaigns; Credibility