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Embedding Social Responsibility in HE Corporate Communications Degrees. The Place of CSR in Teaching Corporate Communications Programs (Advertising, Branding and Public Relations)

  • Rutherford
  • Richard Scullion
Chapter
Part of the Palgrave Studies in Governance, Leadership and Responsibility book series (PSGLR)

Abstract

As the continued viability of companies increasingly depends on the public’s confidence in their commitment to social justice, sustainable design and environmental responsibility, companies must be prepared to reconsider what and how they communicate, to whom and for what purpose. Corporate communication programs therefore have a responsibility, not only to our graduates and their future employers, but to those whose lives will be affected by their values and decisions.

This chapter will consider the implications, opportunities and challenges of embedding the principles and practices of corporate social responsibility (CSR) in the design and delivery of advertising, marketing communications and public relations programs within the context of the administrative, economic and conceptual constraints resulting from the 2008 financial recession.

Keywords

CSR Corporate communications Higher education ‘Mental pictures’ 

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Copyright information

© The Author(s) 2017

Authors and Affiliations

  • Rutherford
    • 1
  • Richard Scullion
    • 1
  1. 1.Corporate and Marketing CommunicationsBournemouth UniversityBournemouthUK

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