The CSR paradox: How communicating about good can turn out bad

This thesis seeks to examine how corporate communications has responded and adapted to changes in the corporate social responsibility (CSR) field. In order to do so, this thesis chronicles how the CSR landscape has changed in response to many internal and external pressures. The field of corporate social responsibility has evolved from its philanthropic roots to a more central and regulated practice. That means communication efforts must make a similar transformation in order to effectively communicate CSR work. Examining the evolving field of corporate social responsibility lays the groundwork for understanding how communications must adapt to new challenges. Key issues discussed in this paper include the origins of CSR, current demands in the field and communication challenges. The research demonstrates that CSR needs effective communicators who understand both how the landscape is changing and what stakeholders are looking for in order to create a more engaging, honest and effective dialogue.