The Mary Junck Research Colloquium Series Spring 2008
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School of Journalism and Mass Communication University of North Carolina at Chapel Hill
Dr. Guido Berens
Assistant Professor Rotterdam School of Management Netherlands
Feb. 14	The Boomerang Effect Of CSR Promotion Campaigns During Corporate Crises
	Companies often emphasize their corporate social responsibility (CSR) in their communication campaigns. However, companies that are doing the most in the area of CSR are often also the ones that are criticized the most. This research evaluates the global effect of CSR communication campaigns preceding a CSR crisis. Three experiments examine whether promoting the company as socially responsible is likely to backfire or act as a buffer in a CSR crisis. The findings suggest that the negative impact of a CSR crisis is exacerbated for companies promoting themselves as socially responsible. This article discusses the implications of the findings for those who design communication campaigns emphasizing CSR arguments.
If you would like additional details/information about the colloquium series, or have any suggestions, please contact Sriram "Sri" Kalyanaraman E-mail: sri@unc.edu Phone: 919-843-5858