An Explorative Study on Benefit Evaluation of Communication Campaigns of Corporate Social Responsibility

• Main Authors: Jiun-Yu Sung, 宋俊余
• Other Authors: Yi-Hsiang Chen
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/34493714536677650514

碩士 === 世新大學 === 公共關係暨廣告學研究所(含碩專班) === 100 === The thought of "sustainable development" has become a trend that whole countries pursued, and corporations gradually understood the importance of being a "corporate citizenship". Therefore, in recent years, the concept of "corporate social responsibility" has gradually bloomed around the world and become the key point of development between corporations. When the corporation carried out the deeds of social responsibility, it’s very important to “communicate” with the public so that they could identify the prospect and actions which the corporation propose, and the corporation could get positive feedback from the public. In addition to the "corporate social responsibility report", corporation also could plan the "corporate social responsibility communication campaign" to proceeds the communication of corporate social responsibility. After the communication campaign, it’s necessary to evaluate benefits of the communication campaign. However, researches about corporate social responsibility in the past mostly explored on the perspective of business management, or limited on specific industry areas to explore the effectiveness of the organization finance. Therefore, this study combines the two concepts "corporate social responsibility" with "public relations communication campaigns". First of all, the researcher develops a preliminary benefit evaluation indicators framework of corporate social responsibility communication campaigns through literature review. This framework has four dimensions: "the campaign outputs", "communication and interaction with stakeholders", "organizational effectiveness" and "the professional of corporate social responsibility communication", a total of 18 evaluation indicators. Next, the researcher used the research method of secondary analysis to contrast few ending reports of corporate social responsibility communication campaigns, and also used the research method of in-depth interview to interview with representatives of corporations and public relations agencies. Through these steps, the researcher confirm the applicability and feasibility of benefit evaluation indicators in this framework, and make up a benefit evaluation indicators framework of corporate social responsibility communication campaigns that both representatives of corporations and public relations agencies identify with, and thus contribute to the long-term benign cooperation of the two parties. Finally, this study proposes four conclusions: First, most public relations agencies use quantitative indicators as the main benefit evaluation method; Second, the representatives of public relations agencies say that qualitative indicators are hard to operationalize and measure, so they use quantitative indicators to estimate the benefits; Third, it’s lack of evaluation of behavioral level on the dimension of stakeholders; Fourth, some public relations participants of corporations need to strengthen their concept of corporate social responsibility.