Unravel the impact of CSR fit, partnership stage, and individuals' activism levels on attitudes toward companies and nonprofits in a study examining public relations advocacy in CSR communication.
CSR partnerships have evolved and taken various forms as companies and nonprofit organizations work toward creating societal change for the public good. This study examined public relations advocacy in the context of CSR communication through a 2 x 2 online experiment with a sample of 240 participants. Specifically, this study examined interactions between CSR fit, stage of partnership, and individuals’ activism levels on individuals’ attitude toward a company, a nonprofit, and skepticism levels toward the CSR partnership. High fit and philanthropic stage of partnership became significant factors on attitude toward the company. Individuals’ activism levels had a positive interaction with stage of partnership in predicting skepticism toward the partnership. Theoretical implications and practical applications for public interest communications are discussed.
Reviews Phoebe Hart's examination of documentary filmmaking in the post-COVID era. Analyzes how filmmakers can balance creative vision with subject agency while adapting to new funding models and work-life considerations.
Explores how strategic storytelling can support justice reform and second chances.