Virtue ethics, CSR and “corporate citizenship”

Abstract

Purpose

The purpose of this paper is to critiques corporate public relations from the perspective of philosopher Alasdair MacIntyre.

Design/methodology/approach

It uses an essay format.

Findings

The essay is critical of proposed “communitarian-style” initiatives to take advantage of what are referred to by some public relations theorists as “consumer communities”.

Social implications

The essay details a more appropriate ethical approach to public relations by corporations.

Originality/value

This is the most extensive application of MacIntyre's ideas to public relations.

Citation

Mackey, S. (2014), "Virtue ethics, CSR and “corporate citizenship”", Journal of Communication Management, Vol. 18 No. 2, pp. 131-145. https://doi.org/10.1108/JCOM-11-2012-0084