Papers by Paula Bernardino
Journal of Leadership, Accountability and Ethics, 2021
Journal of Organizational Psychology, 2021
This case study investigates whether a public relations plan should be adapted or adopted for spe... more This case study investigates whether a public relations plan should be adapted or adopted for specific publics, specifically the Quebec market. The author reviewed relevant literature and conducted several interviews, all of which confirmed that Quebec should be treated as a specific public separate from the rest Canada for PR purposes. PR practitioners should take several factors into consideration when adapting plans for Quebec, including media relations, choice of spokesperson or celebrity, and the use of statistical information specific to Quebec, as opposed to statistics that can be generalized to all of Canada. This case study also suggests future research on how cultural differences affect the development of a PR plan and the success of a campaign when adapted to other places.
With the rise of Corporate Social Reporting (CSR) reporting, questions have emerged regarding its... more With the rise of Corporate Social Reporting (CSR) reporting, questions have emerged regarding its true utility; CSR reports may more closely resemble marketing materials than financial statements as much of the data companies provide can be cherry picked. For example in 2011, only 20% of S&P 500 companies published CSR reports vs 85% in 2017 and 90% in 2019. Why is this relevant for communicators? Because the responsibility of producing and promoting CSR reports very often falls under the responsibility of the corporate communications team. How to avoid "CSR-washing" and all the other "washing" incidents-green-washing, blue-washing, rainbow-washing, vegan-washing,...? How to focus on portraying the organization as a truly and authentic dedicated corporate citizen? In-depth interviews with 15 senior communication practitioners in Canada helped identify what are "authentic" and "responsible" communications in the CSR space: using facts and testimonials, being transparent, showing authenticity as well as demonstrate the clear alignment with the organization's purpose.
The message is clear: people want to work for organizations where they feel they are engaged and ... more The message is clear: people want to work for organizations where they feel they are engaged and learning. Recently, the organization Benevity in Canada stated that "Today's employees are expecting a greater sense of purpose in the workplace. In fact, 83% of Millennials say they would be more loyal to their employer when they feel they can make a difference on social and environmental issues at work." Companies that engage in social and environmental stewardship also benefit from employees who are more aware and involved. Once the Corporate Social Responsibility (CSR) strategy and programs have been defined, how do you ensure your communications strategy, plan and actions are aligned and will help deliver the desired results to get employees interested and engaged? How much of a proactive role do communications need to play to align CSR and employee engagement? An online survey with 100 respondents in Canada demonstrated a clear shift from years ago where now current applicants research a company's CSR information when applying to work there. And once working inside the organization, employees notice CSR initiatives and want to get involved.
Conference Presentations by Paula Bernardino
The message is clear: people want to work for organizations where they feel they are engaged and ... more The message is clear: people want to work for organizations where they feel they are engaged and learning. Recently, the organization Benevity in Canada stated that "Today's employees are expecting a greater sense of purpose in the workplace. In fact, 83% of Millennials say they would be more loyal to their employer when they feel they can make a difference on social and environmental issues at work." Companies that engage in social and environmental stewardship also benefit from employees who are more aware and involved. Once the Corporate Social Responsibility (CSR) strategy and programs have been defined, how do you ensure your communications strategy, plan and actions are aligned and will help deliver the desired results to get employees interested and engaged? How much of a proactive role do communications need to play to align CSR and employee engagement? An online survey with 100 respondents in Canada demonstrated a clear shift from years ago where now current applicants research a company's CSR information when applying to work there. And once working inside the organization, employees notice CSR initiatives and want to get involved.
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Papers by Paula Bernardino
Conference Presentations by Paula Bernardino