Opportunities for Strategic Public Relations : Evaluation of International Research and Innovation Project Dissemination

European industry, academia, and potential end users for future solutions are widely involved in applying for European Union (EU) funding of research and innovation and implementation of the projects. Funding instrument requirements emphasize the influence of skills and knowhow of these project consortia professionals. This chapter proposes a co-creative model for communication and dissemination, or project PR, based on the experiences of both planning and coordinating dissemination activities of three EU funded projects. Multidisciplinary international project PR offers strategic opportunities for PR professionals. The model employs the co-creation methods based on the pedagogical model called Learning by Developing (Laurea, 2011). In addition to the pedagogical model, the proposed conceptualization of co-creation for public relations and dissemination utilizes a media evaluation framework, which is adapted from Vos & Schoemaker’s model (2004), combining elements of both balanced scorecard and quality management. The findings demonstrate that commitment and active participation of end user groups in the early stage of the project are needed for successful dissemination, which should be supported by each partner’s PR actions and networks. The dissemination process should start when the project begins, be ongoing, even extending to beyond the project. Dissemination is an expanding process, and it requires facilitation that supports PR and the engagement of key stakeholders. The European Commission can gain from modernized PR and dissemination activities, and from as many end users as possible adopting new innovations, which generate more business possibilities for the industry, and further research projects for the academia

Corporate social responsibility (CSR): theory and practice in a developing country context

After providing an overview of Corporate Social Responsibility (CSR) research in different contexts, and noting the varied methodologies adopted, two robust CSR conceptualizations – one by Carroll (1979, ‘A Three-Dimensional Conceptual Model of Corporate Performance’, The Academy of Management Review 4(4), 497–505) and the other by Wood (1991, ‘Corporate Social Performance Revisited’, The Academy of Management Review 16(4), 691–717) – have been adopted for this research and their integration explored. Using this newly synthesized framework, the research critically examines the CSR approach and philosophy of eight companies that are considered active in CSR in the Lebanese context. The findings suggest the lack of a systematic, focused, and institutionalized approach to CSR and that the understanding and practice of CSR in Lebanon are still grounded in the context of philanthropic action. The findings are qualified within the framework of existing contextual realities and relevant implications drawn accordingl

Value Priorities as Combining Core Factors Between CSR and Reputation – A Qualitative Study

This article explores the nature of corporate social responsibility (CSR) and corporate reputation using qualitative research approach. Specifically, the relationship between CSR and corporate reputation is examined from the viewpoint of value theory. This paper brings up for discussion the various value priorities lying in the background of CSR actions. The aim is to form categories of value priorities around CSR and reputation, based on qualitative research approach. The main concepts in this paper – CSR, reputation and value – are also defined. This paper further discusses the theory of value structure and content, which identifies certain principal values among different cultures. The data consist of eight interviews with employees of a newspaper company. The results suggest that value priorities play an influential role in CSR actions, influencing to the essence of certain reputation stories in the corporate context. Copyright Springer Science+Business Media, Inc. 2006Corporate social responsibility, Finland, qualitative approach, reputation, value theory,