Proceedings: Conference on Corporate Communication 2012 Page 1

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CSR Initiatives of Private Sector Companies in Turkey Main Approaches, Issues and Motivations Melike Aktaş Yamanoğlu Ankara University Faculty of Communication Ankara University, Turkey aktas@media.ankara.edu.tr Corporate social responsibility (CSR) has become one of the most important agenda for private enterprises in Turkey in the last decades. The aim of this paper is to examine CSR initiatives (programs, activities, and projects) of public sector companies in Turkey by focusing on main approaches, themes, motivations, stakeholder dialogue, and engagement. With this purpose, I analyzed.the corporate web sites of 22 companies to seek information on CSR and identified 43 CSR projects still in place at the time this research was conducted. Findings of the study revealed that private sector companies have some shortcomings to sustain multidimensionality in CSR conceptualizations and a comprehensive approach to CSR initiatives. Abstracts of <strong>Conference</strong> <strong>Proceedings</strong>: <strong>Conference</strong> on Corporate Communication 2012 Page 20
CSR and Marketing Communication From Consumer Cynicism to Community Commitment Sophie Esmann Andersen & Trine Susanne Johansen Centre for Corporate Communication Department of Communication School of Business and Social Sciences Aarhus University, Denmark sea@asb.dk & tsj@asb.dk Corporate social responsibility (CSR), marketing communication and cause related-marketing (CRM) are placed under pressure by new market characteristics. Markets are characterized by cynicism and skepticism as consumers question organizational motivation for and commitment to CRM and CSR initiatives. Consequently, organizations are challenged to rethink how their social responsibility engages their markets. Based on an analysis of the Pepsi Refresh Project, the purpose of this paper is to address and discuses an emerging CRM practice which reconceptualizes the interrelations between company, consumer and cause. The new practice, moreover, re-defines the notion of CRM from brand-driven to community-driven, and from an overt to a covert marketing strategy. In a marketing communication perspective, CSR becomes a joint value- and identity constructing practice that transforms consumer skepticism and cynicism into brand involvement and community commitment. Our paper thus contributes with insight into new developments within CRM practice. Keywords: Cause-related marketing, Corporate social responsibility, Marketing communication, Consumer cynicism and skepticism, Community Abstracts of <strong>Conference</strong> <strong>Proceedings</strong>: <strong>Conference</strong> on Corporate Communication 2012 Page 21
Page 1: Proceedings: <stro
Page 4 and 5: Abstracts of Conference</st
Page 6 and 7: Contents A Case for Corporate Inocu
Page 8 and 9: Contents A Holistic Corporate Ident
Page 10 and 11: Contents Save our Seafarers: How th
Page 12 and 13: An Introduction to the Proc
Page 14 and 15: Focus on Recent Research The CCI Co
Page 16 and 17: (discussed in Goodman, CCIJ Vol. 16
Page 18 and 19: Conference Academi
Page 20 and 21: Between Global and Glocal An Analys
Page 22 and 23: Bring Your Own Device (BYOD) to Wor
Page 24 and 25: A Case for Corporate Inoculation Ex
Page 26 and 27: Characteristics of the Economically
Page 28 and 29: Communicating Corporate Social Resp
Page 30 and 31: Corporate Communication and PR Prac
Page 32 and 33: Corporate Communication and the Dev
Page 34 and 35: Corporate Communication and the Dev
Page 36 and 37: Crisis Communication and Terrorism
Page 40 and 41: Developing Internal Crisis Communic
Page 42 and 43: Differences in Perceived Effectiven
Page 44 and 45: The Dynamic Interplay of Visual and
Page 46 and 47: Google Doodles As Corporate Communi
Page 48 and 49: Practical implications: The develop
Page 50 and 51: Implementation of the Project Manag
Page 52 and 53: Insights on CSR Strategy Influence
Page 54 and 55: Internal Communication Crisis and i
Page 56 and 57: Investor Relations on the Internet
Page 58 and 59: Just-in-Time Research An Internatio
Page 60 and 61: Negotiating Crisis in the New Media
Page 62 and 63: Nuclear Power after Fukushima The S
Page 64 and 65: Organizational Disruption and Corpo
Page 66 and 67: Repairing an Organization’s Image
Page 68 and 69: A Retrospective on Reputation and S
Page 70 and 71: Save Our Seafarers How the Shipping
Page 72 and 73: Social Media Challenges and Opportu
Page 74 and 75: A Study of How Online Social Networ
Page 76 and 77: The Study of Internal Crisis Commun
Page 78 and 79: The Virtual Construction of Kiva A
Page 80 and 81: We Hear What They Say The Local Mus
Page 82: Women’s Protests in the Revitaliz
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