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This chapter offers new insights into the understanding of internal (employee) perceptions of organizational corporate social responsibility (CSR) policies and strategies.

This study explores the significance of employees’ involvement and scepticism upon CSR initiatives and focuses on the effects it may have upon word of mouth (WOM) and the development of employee–organisation relationships. Desk research introduces the research questions. Data for the research questions were gathered through a self-completion questionnaire distributed in a hardcopy form to the sample.

An individual’s level of scepticism and involvement appears to affect the development of a positive effect on employees’ WOM. Involvement with the domain of the investment may be a central factor affecting relationship building within the organization, and upon generation of positive WOM.

The chapter offers a conceptual framework to public relations (PR) and corporate communications practitioners, which may enrich their views and understanding of the use and value of CSR for communication strategies and practices.

For-profit organisations are major institutions in today’s society. CSR is proffered as presenting advantages for (at macro level) society and (micro level) the organization and its employees.

Concepts, such as involvement and scepticism, which have not been rigorously examined in PR and corporate communication literature, are addressed. By examining employee perceptions, managers and academic researchers gain insights into the acceptance, appreciation and effectiveness of CSR policies and activities upon the employee stakeholder group. This will affect current and future CSR communication strategies. The knowledge acquired from this chapter may be transferable outside the for-profit sector.

The time is right for renewed and updated attention to the relationship between public relations (PR) and human resources (HR) departments in the context of corporate social responsibility (CSR) and sustainability. For too long, conflict between the two practice areas has obscured opportunities for collaboration which benefits organizations and stakeholders. This chapter offers theoretical underpinnings for examining an interdepartmental, cross-unit working relationship between HR and PR – and advances a vision for why it is needed now.

The chapter develops a typology of eight different expected employee communication roles based on literature in public relations (PR), corporate communication and related fields. As PR professionals are increasingly taking on a coaching and training role, and communication technology has made employees more visible and approachable, employees more and more take on active roles in the communication with external publics. While PR professionals’ roles are conceptualized fairly well, no framework exists that describes the many communication roles that employees play in contemporary organizations. In the chapter, it is found that employees externally (1) embody, (2) promote, and (3) defend the organization. In addition, employees use communication to (4) scout for information and insights about environmental changes, and (5) build and maintain relationships with stakeholders. Internally, employees use communication to (6) make sense of information, (7) initiate and stimulate innovation, and (8) criticize organizational behaviour and decisions. The typology highlights that employees increasingly fulfil the tactic communication roles as producers and executers of corporate communication as social media have made them more visible and approachable. The communication roles require considerable tactical skills and resources on the part of employees, which they may not always possess sufficiently. PR professionals can play a coaching role in terms of helping employees frame content and communicate in a manner appropriate for the organization, the context and the media. The chapter can help PR professionals and scholars understand the changed role of PR professionals, as well as the changed relationships between organizations and their environment, in the context of dissolving organizational boundaries.

This chapter argues that in today’s complex, globalised and technologised world, business and communication cannot remain in their separate silos – neither in academia nor in practice. The chapter approaches the topic with the help of a case and discusses how communication studies have invaded the fortress of the Aalto University School of Business, Finland. The development of an international Master’s Programme in Corporate Communication was informed by three major research projects in particular, which focused on internal communication practices of multinational companies and the perceptions of communication professionals on the knowledge and skills required of future communicators. Although Corporate Communication studies have been accommodated by the business school fortress for over 10 years, the time has not been without multidisciplinary challenges.

This study aims to revisits the meaning of corporate identity (CI) in practice to identify its key dimensions and the interrelationships between them and to provide insights on how to operationalize the construct.

This study is based on a comprehensive literature review and qualitative research consisting of 22 semi-structured interviews with senior managers from 11 UK-leading companies, and three in-depth interviews with corporate brand consultants who worked closely with these firms in cognate areas.

The study identifies the following six key dimensions of CI in the UK industry: communication, visual identity, behavior, organizational culture, stakeholder management and founder value-based leadership.

The focus on UK leading companies limits the generalizability of the results. Further studies should be conducted in other sectors and country settings to examine the relationships identified in the current study.

This study identifies the salient dimensions of CI and, for the first time, the role of founder transformational leadership, employee identification and top management behavioral leadership as key dimensions and sub-dimensions of CI. The study also provides novel insights about the measurements for these dimensions. Additionally, this study introduces a model for the interrelationships between CI dimensions and their influence on corporate image, based on rigorous theoretical underpinnings, which lays the foundation for future empirical testing.

The study focused on the influence of internal environmental communication on organizational environmental governance and the adoption of green inbound logistics practices and the mediating role of organizational environmental governance on the relationship between internal environmental communication and the adoption of green inbound logistics practices.

A cross-sectional quantitative survey design was used. The population used consisted of the central procuring and disposing entities. An actual sample size of 105 public sector firms in the central procuring and disposing entities category was used. The data were analyzed using the Statistical Package for the Social Sciences (SPSS), SMART PLS version 4.0.1.8 and AMOS SPSS v26.

The findings show the relevancy of internal environmental communication in the achievement of organizational environmental governance and adoption of green inbound logistics practices. Further, organizational environmental governance mediates the link between internal environmental communication and the adoption of green inbound logistics practices. However, a partial mediation effect is observed, implying that both internal environmental communication and organizational environmental governance play significant roles in enhancing the adoption of green inbound logistics practices.

The study examined internal environmental communication, organizational environmental governance and the adoption of green inbound logistics practices in a public sector procurement setting. The role of proactive internal environmental communication, proactive external environmental communication, organizational environmental governance and the adoption of green inbound logistics practices in both the public and private sector procurement settings needs to be examined.

Further, the study examines internal environmental communication, organizational environmental governance and the adoption of green inbound logistics practices in a public sector procurement context. Green logistics research is much more pronounced in the third-party logistics firm context. Further, existing research takes a holistic approach when examining the green logistics concept. Whereas the green inbound logistics and green outbound logistics form the green logistics concept, the green inbound logistics concept is much more common in the public procurement settings although no significant attention has been given to it in the existing research.

The involvement of employees in a company’s corporate social responsibility (CSR program) is one of the key factors for its success. Hence, it is important to understand employees’ reactions to participatory CSR activities. The purpose of this paper is to examine what kinds of benefits employees perceive from participating in CSR, to identify varying levels of participation and to discuss the reciprocal relationship between the perception of benefits and participation.

Based on semi-structured interviews with employees, the structuring content analysis resulted in a differentiated examination of perceived benefit clusters (classified as functional, emotional and meaning and morality) and in a clustered exploration of varying levels of participation (cognitive and behavioral).

The findings reveal that employees perceived all three clusters of benefits in relation to no/low, passive, active and enthusiastic levels of participation. The data provide insights into the relationship between perceived benefits and varying levels of participation, with a balanced and differentiated perception of benefits seeming to relate to higher levels of participation. However, employees may also benefit without a behavioral form of participation, for instance, from an improved team spirit.

Due to its methodological approach, this empirical study provides a rich picture of employees’ benefits according to varying levels of participation. The paper contributes to current CSR literature by examining self-oriented benefits, through identifying differing levels of participation, and by discussing their reciprocal relation. These findings contribute to research and practice through the implications for promoting sustainability approaches within companies.

The information sources employees in one Fortune 100 organization draw on to learn about sustainability are identified. The linkages between knowledge about sustainability, perceptions of the organization's involvement in sustainability initiatives, and interest in learning more about sustainability are investigated.

Employees (n=1,952) completed an online survey investigating what they knew and thought about sustainability, and the sources of their information. The information sources investigated included external association sources, media sources, supply-chain sources, interpersonal sources, and intraorganizational sources.

Important external information sources include professional/industry associations, faith-based institutions, and supply-chain partners. Important internal sources include supervisors, company meetings, and the company sustainability report. Those who think sustainability is important to their organization's long-term success were interested in learning more about sustainability. Awareness of the organization's sustainability initiatives is related to the belief sustainability is important to the organization's success.

Limitations include a cross-sectional study, single-item measures, and nominal data.

Companies launching sustainability initiatives need to understand and manage the information sources their employees utilize.

This is a large empirical study that focusses on information sources and employee perceptions involving sustainability.