Skip to main content
SpringerLink
Log in

Corporate Sustainability Communications: Aspects of Theory and Professionalization

  • Chapter
  • First Online:
Benno Signitzer

Part of the book series: Organisationskommunikation ((ORGKOM))

  • 2587 Accesses

Zusammenfassung

Sustainable development, as defined in the Brundtland Report (Brundtland Commission 1987), aims to meet the needs of both current and future generations. On the company level, implementing sustainability should guarantee longterm success and requires not only support of top management, but also networking of several other corporate systems. The aim of this article is to frame the role of communications in corporate sustainability processes. The authors notice that companies engage in communications about sustainability issues for marketing, business, and/or societal reasons. In addition to that, linkages between recent theoretical approaches to public relations and the concept of corporate sustainability communications are being established. Professionalization is recognized as important to secure the evolving field of action for public relations practitioners.

Originaltext: Signitzer, Benno/Prexl, Anja (2007): Corporate sustainability communications: aspects of the theory and professionalization. In: Journal of Public Relations Research, 20. Jg., H. 1, S. 1-19. Die Hg. danken für die Nachdruckgenehmigung.

This is a preview of subscription content, log in via an institution to check access.

Access this chapter

Log in via an institution
Chapter
USD 29.95
Price excludes VAT (USA)
  • Available as PDF
  • Read on any device
  • Instant download
  • Own it forever
eBook
USD 49.99
Price excludes VAT (USA)
  • Available as PDF
  • Read on any device
  • Instant download
  • Own it forever
Softcover Book
USD 49.99
Price excludes VAT (USA)
  • Compact, lightweight edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info

Tax calculation will be finalised at checkout

Purchases are for personal use only

Institutional subscriptions

Preview

Unable to display preview. Download preview PDF.

Unable to display preview. Download preview PDF.

References

  • Association of Chartered Certified Accountants. (2004): Towards transparency: Progress on global sustainability reporting 2004. London. Online http://www.corporateregister.com (October 2nd, 2005).

  • Alfons, M. (2004): Die Nachhaltigkeitskommunikation der Europäischen Union. Eine Diskursanalyse der Zeitschrift für Europäer [Sustainability Communication by the European Union. A Discourse Analysis of the Journal Environment for Europeans]. Unpublished Master thesis, University of Vienna, Austria.

    Google Scholar 

  • Anderson, C. (2005): Little green men. Online http://jot.communication.utexas.edu/flow/?jot=view&id=850 (August 22nd, 2005).

  • Bittencourth, I./Borner, J./Heiser, A. (2003): Nachhaltigkeit in 50 Sekunden [Sustainability in 50 seconds]. Munich, Germany: Rat für Nachhaltige Entwicklung.

    Google Scholar 

  • Brickwede, F. (2003): Nachhaltigkeit in der Breite kommunizieren. pö_forum Nachhaltigkeitskommunikation. Strategien, Projekte, Visionen [Communicating sustainability in the public. pö_forum sustainability communications. Strategies, projects, visions.]. Lüneburg, Germany: Universität Lüneburg.

    Google Scholar 

  • Brundtland Commission (1987): Our Common Future. The Brundtland Report. Oxford, UK: World Council on Sustainable Development.

    Google Scholar 

  • Burkart, R. (1996): Verständigungsorientierte Öffentlichkeitsarbeit: Dialog als PRkonzeption [Consensus-orientation in public relations: Dialogue as PR-conception]. In: Bentele, G./Steinmann, H./Zerfaß, A. (Eds.): Dialogorientierte Unternehmenskommunikation [Dialogue-oriented corporate communications]. Berlin: Vistas, pp. 245–270.

    Google Scholar 

  • Carroll, A./Buchholtz, A. (2005): Business and society: Ethics and stakeholder management. Mason, OH: South-Western Educational Publishing.

    Google Scholar 

  • Cerin, P./Dobers, P. (2001): What does the performance of the Dow Jones Sustainability Group Index tell us? In: Eco Management and Auditing, 8(3), pp. 123–133.

    Article  Google Scholar 

  • Dyllick, T./Hockerts, K. (2002): Beyond the business case for corporate sustainability. Business Strategy and the Environment, 11(2), pp. 130–141.

    Article  Google Scholar 

  • Elkington, J. (1997): Cannibals with forks: The triple bottom line of the 21st century business. Oxford, UK: Capstone.

    Google Scholar 

  • Elkington, J. (2004): Enter the triple bottom line. Online http://www.john elkington.com/TBL-elkington-chapter.pdf (April 20th, 2005).

  • Fichter, K. (1998): Umweltkommunikation und Wettbewerbsfähigkeit: Wettbewerbstheorien im Lichte empirischer Ergebnisse zur Umweltberichterstattung von Unternehmen [Environmental communication and competitiveness: Competition theories in the light of empirical results on corporate environmental reporting]. Marburg, Germany: Metropolis Verlag.

    Google Scholar 

  • Freeman, R. (1984): Strategic management: A stakeholder approach. Boston: Pilman.

    Google Scholar 

  • Greer, J./Bruno, K. (1996): Greenwash. The reality behind corporate environmentalism. Penang, Malaysia: Apex.

    Google Scholar 

  • GRI Global Reporting Initiative (2004): Reporting Guidelines. Online http://www.global reporting.org/guidlines/reports/search.asp (February 10th, 2005).

  • Grunig, J. (1997): A situational theory of publics: Conceptual history, recent challenges and new research. In: Moss, D./MacManus, T./Verčič, D. (Eds.): Public relations research. London: International Thomson Business Press, pp. 3–48.

    Google Scholar 

  • Habermas, J. (1981): Theorie des kommunikativen Handelns [Theory of Communicative Action]. Frankfurt/Main: suhrkamp.

    Google Scholar 

  • Hofstede, G. (2001): Lokales Denken, globales Handeln. Interkulturelle Zusammenarbeit und globales Management [Think locally, acting globally: Intercultural cooperation and global management]. Munich, Germany: Deutscher Taschenbuch Verlag.

    Google Scholar 

  • Kanatschnig, D. (2005): Corporate Social Responsibility, Corporate Sustainability and Communications. Seminar by the Austrian Business Academy for Sustainable Development, Bad Blumau, Austria.

    Google Scholar 

  • Karmasin, M. (2002): Kommunikation über Nachhaltigkeit: Reden wir über’s Überleben? [Communication about sustainability: Do we talk about survival?] Online http://www.nachhaltigkeit.at/reportagen.php3?id=45#f21 (May 20th, 2006).

  • Kolk, A. (2003): Trends in sustainability reporting by the Fortune Global 250. Business Strategy and the Environment, 12(5), pp. 279–291.

    Article  Google Scholar 

  • Kuckartz, U./Schack, K. (2002): Umweltkommunikation gestalten. Eine Studie zu Akteuren, Rahmenbedingungen und Einflussfaktoren des Informationsgeschehens. Opladen, Germany: Leske und Budrich.

    Google Scholar 

  • Loew, T./Ankele, K./Braun, S./Clausen, J. (2004): Bedeutung der internationalen CSRDiskussion für Nachhaltigkeit und die sich daraus ergebenden Anforderungen an Unternehmen mit Fokus Berichterstattung [The international discussion on CSR and sustainability and corresponding challenges for businesses and corporate reporting]. Berlin: Future e.V./ Institut für ökologische Wirtschaftsforschung. Online http://www.ioew.de/home/download dateien/csr-end (April 20th, 2005).

  • Mast, G./Fiedler, K. (2005): Nachhaltige Unternehmenskommunikation. In: Michelsen, G./Godeman, J. (Eds.): Handbuch Nachhaltigkeitskommunikation. Grundlagen und Praxis. Munich, Germany: Oekom Verlag, pp. 565–575.

    Google Scholar 

  • Michelsen, G./Godemann, J. (2005): Handbuch Nachhaltigkeitskommunikation. Grundlagen und Praxis. Munich, Germany: Okom Verlag.

    Google Scholar 

  • Michelsen, G. (2005): Nachhaltigkeitskommunikation: Verständnis – Entwicklung – Perspektiven. In: Michelsen, G./Godeman, J. (Eds.): Handbuch Nachhaltigkeitskommunikation. Grundlagen und Praxis. Munich, Germany: Oekom Verlag, pp. 25–41.

    Google Scholar 

  • Münzing, T./Zollinger, P. (2001): Zielgruppen und Inhalte [Stakeholder groups and contents]. In: Schönborn, G. (Ed.): Nachhaltigkeitskommunikation für Unternehmen und Institutionen [Sustainability communications for companies and institutions]. Neuwied, Germany: Luchterhand, pp. 22–46.

    Google Scholar 

  • Paech, N./Pfriem, R. (2004): Konzepte der Nachhaltigkeit von Unternehmen. Theoretische Anforderungen und empirische Trends [Concepts of sustainability for companies. Theoretical demands and empirical trends]. Oldenburg, Germany: Oldenburg University.

    Google Scholar 

  • Pearson, R. (1989): Business ethics as communication ethics: Public relations practice and the idea of dialogue. In: Botan, C./Hazleton, V. (Eds.): Public relations theory. Hillsdale, NJ: Lawrence Erlbaum Associates, Inc, pp. 111–131.

    Google Scholar 

  • Ronneberger, F./Rühl, M. (1992): Theorie der Public Relations [Theory of public relations]. Opladen, Germany: Westdeutscher Verlag.

    Book  Google Scholar 

  • Sarkis, J./Jiusto, S./Gray, W./Kasperson, R. (2000): Organizational restructuring implications for corporate sustainability. In: Leal Filho, W. (Ed.): Communicating sustainability. Frankfurt, Germany: Peter Lang, pp. 173–196.

    Google Scholar 

  • Sanchez, T. (2000): Sustainability as an investment concept. In: Leal Filho, W. (Ed.): Communicating sustainability. Frankfurt, Germany: Peter Lang, pp. 197–203.

    Google Scholar 

  • Savitz, A. (2002): 2002 sustainability survey. Pricewaterhouse Coopers. Online http://www.pwc.com (June 3rd, 2005).

  • Schönborn, G. (2001): Sustainability Agenda. Nachhaltigkeitskommunikation für Unternehmen und Institutionen. Neuwied, Germany: Luchterhand.

    Google Scholar 

  • Sieben, H. (2005): Nachhaltigkeitskommunikation: Eine systemisch-konstruktivistische Perspektive. In: Michelsen, G./Godeman, J. (Eds.): Handbuch Nachhaltigkeitskommunikation. Grundlagen und Praxis. Munich, Germany: Oekom Verlag, pp. 132–140.

    Google Scholar 

  • Signitzer, B. (2007): Theorie der Public Relations [Theory of public relations]. In: Burkart, R./Hömberg, W. (Eds.): Kommunikationstheorien [Communication theories]. Vienna: Braumüller, pp. 141–173.

    Google Scholar 

  • Signitzer, B./Prexl, A. (2005): Communicating corporate sustainable behavior: Towards a normative theory of sustainability communications. Paper presented at the Euprera Annual Conference “Public Relations, Corporate Values, Social Responsibility and Commitment”, Lisbon, Portugal.

    Google Scholar 

  • Sriramesh, K./Kim, Y./Takaski, M. (1999): Public relations in three Asian cultures: An analysis. Journal of Public Relations Research, 11(4), pp. 271–292.

    Article  Google Scholar 

  • Sriramesh, K./Verčič, D. (2003): A theoretical framework for global public relations research and practice. In: Sriramesh, K./Verčič, D. (Eds.): The global public relations handbook: Theory, research, and practice. Mahwah, NJ: Lawrence Erlbaum Associates, Inc., pp. 1–22.

    Google Scholar 

  • Summerer, S. (2001): Von der Umwelt -zur Nachhaltigkeitspolitik. Krisenglobalisierung als neue Herausforderung? [From environmental politics to sustainability politics. Globalization of crisis as a new challenge?] In: Umweltbundesamt für Mensch und Tier [German Federal Office for Environment] (Ed,), Perspektiven der Verankerung des Nachhaltigkeitleitbildes in der Umweltkommunikation. Chancen, Barrieren und Potenziale der Sozialwissenschaften. Berlin, Germany: Erich Schmidt Verlag, pp. 37–62.

    Google Scholar 

  • van Ruler, B./Verčič, D. (2004): Overview of public relations and communication management in Europe. In: van Ruler, B. (Ed.): Public relations and communication management in Europe. Berlin, Germany: Mouton de Gruyter, pp. 1–11.

    Google Scholar 

  • van Ruler, B./Verčič, D. (2005): Reflective communication management, future ways for public relations research. In: Kalbfleisch, P. (Ed.): Communication yearbook 29. Mahwah, NJ: Lawrence Erlbaum Associates, Inc., pp. 239–273.

    Google Scholar 

  • van Marrewijk, M./Werre, M. (2003): Multiple levels of corporate sustainability. Journal of Business Ethics, 44(2-3), pp. 107–119.

    Article  Google Scholar 

  • von Rosen, R. (2003): Nachhaltigkeit und shareholder value aus Sicht börsenorientierer Unternehmen. Frankfurt, Germany: Deutsches Aktieninstitut.

    Google Scholar 

  • Wakefield, R. (2001): Effective public relations in the multinational organization. In: Healh, R. (Ed.): Handbook of public relations. London: Sage, pp. 639–647.

    Chapter  Google Scholar 

  • Weiss, R. (2005): Corporate social responsibility und corporate citizenship. In: Michelsen, G./Godeman, J. (Eds.): Handbuch Nachhaltigkeitskommunikation. Grundlagen und Praxis. Munich, Germany: Oekom Verlag, pp. 588–598.

    Google Scholar 

  • Wilkins, K./Mody, B. (2001): Reshaping development communication: Developing communication and communicating development. Communication Theory, 4, pp. 385–396.

    Article  Google Scholar 

  • Wilson, M. (2003): Corporate sustainability: What is it and where does it come from? In: Ivey Business Journal, 67(4), pp. 1–5.

    Google Scholar 

  • Woods, D. (1991): Social issues in management: Theory and research in corporate social performance. Journal of Management, 17(2), pp. 384–406.

    Google Scholar 

  • Zerfaß, A. (1996): Unternehmensführung und Öffentlichkeitsarbeit. Grundlegung einer Theorie der Unternehmenskommunikation und Public Relations. Opladen, Germany: Westdeutscher Verlag.

    Google Scholar 

Download references

Author information

Authors and Affiliations

  1. Salzburg, Österreich

    Benno Signitzer

  2. Linz, Österreich

    Anja Prexl

Authors
  1. Benno Signitzer
    View author publications

    You can also search for this author in PubMed Google Scholar

  2. Anja Prexl
    View author publications

    You can also search for this author in PubMed Google Scholar

Corresponding author

Correspondence to Benno Signitzer .

Editor information

Editors and Affiliations

  1. Universität Salzburg, Salzburg, Austria

    Franz Rest

  2. Universität Salzburg, Salzburg, Austria

    Astrid Spatzier

  3. Ernst-Moritz-Arndt-Universität, Greifswald, Germany

    Stefan Wehmeier

Rights and permissions

Reprints and permissions

Copyright information

© 2013 Springer Fachmedien Wiesbaden

About this chapter

Cite this chapter

Signitzer, B., Prexl, A. (2013). Corporate Sustainability Communications: Aspects of Theory and Professionalization. In: Rest, F., Spatzier, A., Wehmeier, S. (eds) Benno Signitzer. Organisationskommunikation. Springer VS, Wiesbaden. https://doi.org/10.1007/978-3-658-03505-1_9

Download citation

  • DOI: https://doi.org/10.1007/978-3-658-03505-1_9

  • Published:

  • Publisher Name: Springer VS, Wiesbaden

  • Print ISBN: 978-3-658-03504-4

  • Online ISBN: 978-3-658-03505-1

  • eBook Packages: Humanities, Social Science (German Language)

Publish with us

Policies and ethics

Search

Navigation