Analyzing the Intersection of Transparency, Issue Management and Ethics: The Case of Big Soda

Does your corporation “care”? Exploring an ethical standard for communicating CSR relationships online

“…Little research to this point has looked at CSR communication from the perspective of nonprofit partners (Cook and Burchell, 2018; Waters and Ott, 2016), and this study began filling this gap with an exploratory analysis of communication on corporate websites. By looking specifically at text, images, and other contents of corporations’ CSR websites, this study found that CSR communications online rarely meet the ethical ideal of transparent, open, and honest information sharing that promotes CSR work for the good of the community and not self-serving interests (Berg and Feldner, 2017; Fitzpatrick and Gauthier, 2001; L’Etang, 1994). Instead of demonstrating genuine concern for bettering society, CSR communications tended to promote the corporations and minimize the work of the nonprofits.…”

“…When an organization is known to provide the truth in its communications, it can build a positive reputation for itself as a trustworthy organization (Farmer, 2018). While it may not be fair to interpret the decision-making process of public relations practitioners by looking at corporate websites, these principles can be used to analyze the ethics of the communication itself (Berg and Feldner, 2017). Honest, truthful, and trustworthy communication is free of deception, allowing the receiver to make unencumbered judgments about the information presented.…”

“…This imperative for open, honest disclosure stems from Habermas’s concept of deliberative democracy and Kant’s categorical imperative (Berg and Feldner, 2017). Both perspectives support the idea that democracy thrives when information is honestly presented so that the public can make well-informed decisions about what’s best for society.…”

“…In public relations, these concepts illustrate the need for transparency and truth-telling in communications so that stakeholders can freely engage with the ideas presented and ultimately make sound decisions for themselves and their communities. CSR communications must be “accessible, clear, and understandable” (Berg and Feldner, 2017: 157) rooted in a “respect for the stakeholder and duty to fully disclose information to allow for dialogue” (158). Therefore, the information presented on corporate websites should follow this ethical standard of transparency, honesty, and openness about the nature of CSR partnerships and their nonprofit partners so that all stakeholders can receive a clear picture of these activities and how they impact society.…”

“…Using this ethical framework, this study seeks to understand how corporations are discussing their nonprofit partners on their websites. Ethical communication would demonstrate open and honest disclosure about relationships as well as genuine support for a corporation’s nonprofit beneficiaries (Berg and Feldner, 2017; L’Etang, 1994). If corporations are using nonprofits as promotional tools rather than providing benefits to them, the ethics of the CSR initiative may be questioned (L’Etang, 1994).…”