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Journal of Promotional Communications

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Published

2017-02-07

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Vol. 5 No. 1 (2017): Special Edition on Thought Leadership for PR

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Articles

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From Greenwashing Machine to Mean Green Sustainable Machine: Recommendations For Building Credibility in CSR Communications

Ieva Severinaite

Abstract

We are in an age where CSR is no longer a voluntary philanthropic endeavour to be engaged in on the side-lines but instead has become something expected in core business practice (Amin-Chaudry 2016). The public is no longer satisfied with corporate one-off donations to charities and wants to see sustainability throughout all areas of business and most of all, they expect transparency and accountability. Honest communications have become vital, especially in light of growing public scepticism towards corporate communications, at times leading to accusations of greenwashing. This is a time of challenge and opportunity for PR professionals who need to be aware of the changing landscape of CSR and engage in well thought-out strategic communications in order to build brand trust and public confidence in the sustainability promises of the companies they represent.

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