This case study explores corporate social responsibility (CSR) through the perspective of communication professionals at a large financial services firm. These employees rely on both external communication through formal reporting as well as informal internal communication to understand CSR activities, and tend to describe CSR by what it means within their organization. We find that communication employees perceive that CSR is obligatory, rarely questioned or explained, labeled as “voluntold,” and mainly employed for good press due to its philanthropic focus. We offer theoretical and practical implications that center on making CSR operational, not additive, and ideas for educators teaching CSR.

中文翻译：

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传播专业人士对企业社会责任的感悟：以金融服务公司为例

本案例研究从一家大型金融服务公司的传播专业人士的角度探讨企业社会责任 (CSR)。这些员工既依赖于通过正式报告的外部沟通，也依赖于非正式的内部沟通来了解 CSR 活动，并倾向于通过其在组织内的含义来描述 CSR。我们发现，沟通员工认为 CSR 是强制性的，很少受到质疑或解释，被贴上“自愿”的标签，并且由于其慈善重点，主要受雇于优秀媒体。我们提供理论和实践意义，重点是使 CSR 具有可操作性，而不是附加性，以及为教授 CSR 的教育者提供的想法。