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Craig E Carroll

In this paper, we examined how companies are employing new media to engage in dialogue with their stakeholders about corporate social responsibility (CSR)-related matters. Through a qualitative theory-building study conducted in three... more
In this paper, we examined how companies are employing new media to engage in dialogue with their stakeholders about corporate social responsibility (CSR)-related matters. Through a qualitative theory-building study conducted in three stages over a period of 2 years, we discovered that corporations with reputations for CSR have built virtual spaces for dialogue about CSR, but that these spaces remain empty of dialogue. Our theory-building model highlights how the mix of four dialogue processes (i.e. directing, moderating, building open-scripts, and crowd-sourcing multi-dialogue) may allow companies to create open dialogue about CSR initiatives and avoid leaving these spaces empty. Contributions for CSR studies are discussed.
Research Interests:
The purpose of this paper is to introduce the concepts of key messages and key message integrity, and examines their viability for communication management scholars and practitioners in evaluating media relations activities. Key message... more
The purpose of this paper is to introduce the concepts of key messages and key message integrity, and examines their viability for communication management scholars and practitioners in evaluating media relations activities. Key message integrity addresses not only what messages transfer, but also how well.
The authors analyzed 18 nonprofit organizations’ key messages and the messages’ integrity levels using content analysis on one month of their news coverage. In-depth interviews with eight of their media relations practitioners helped validate the concepts and the results.
The authors found five unique categories and functions of key messages: information concerned with dissemination, raison d’être concerned with purpose, categories concerned with positioning, resource management concerned with accounting for resources, and social relevance concerned with legitimacy. Findings also revealed varying levels of transmission and message integrity across the categories. Interviews revealed insights into challenges for communicating organizational key messages to the news media.
This study lays the foundation for additional research on key messages and key message integrity as useful metrics for communication management scholars and practitioners.
Research Interests:
Research Interests:
This study examined the emergence of corporate social responsibility (CSR) as a public issue over 25 years using a content analysis of two national news- papers and seven regional, geographically-dispersed newspapers in the U.S. The... more
This study examined the emergence of corporate social responsibility (CSR) as a public issue over 25 years using a content analysis of two national news- papers and seven regional, geographically-dispersed newspapers in the U.S. The present study adopted a comprehensive definition encompassing all four CSR dimensions: economic, ethical, legal, and philanthropic. This study examined newspaper editorials, letters to the editor, op-ed columns, news analyses, and guest columns for three aspects: media attention, media prominence, and media valence. Results showed an increase in the number of opinion pieces covering CSR issues over the 25-year period. The prominence of each of the four CSR dimensions varied over time. Each of the four CSR dimensions had its moment of media prominence when it was more important than the other dimensions. The most prevalent valence of the opinion pieces was negative; the volume of negative pieces increased over the 25 years, whereas the number of opinions with positive, neutral, and mixed tones showed little change over time. The study concludes by tracing the implications of the role of the news media for business ethics research.
Research Interests:
This study examined whether corporate public agenda setting or corporate agenda building exerts a stronger influence on firms’ public prominence. After controlling for the effects of firms’ advertising expenditures and existing levels of... more
This study examined whether corporate public agenda setting or corporate agenda building exerts a stronger influence on firms’ public prominence. After controlling for the effects of firms’ advertising expenditures and existing levels of prominence, results showed that in the absence of media salience, firms’ public agenda-setting efforts had no influence on their change in prominence. In the presence of media salience, however, firms’ public agenda-setting efforts had a negative influence on their change in prominence. In the context of public prominence, the study supports the news media's role as a third-party endorsement of firms as newsworthy entities. Future research should re-examine these relationships in the age of social media.
This volume examines agenda-setting theory as it applies to the news media's influence on corporate reputation. It presents interdisciplinary, international, and... more
This volume examines agenda-setting theory as it applies to the news media's influence on corporate reputation. It presents interdisciplinary, international, and empirical investigations examining the relationship between corporate reputation and the news media throughout the world. Providing coverage of more than 25 countries, contributors write about their local media and business communities, representing developed, emerging, and frontier markets' including Argentina, Brazil, Chile, China, Germany, Greece, Japan, Nigeria, Spain, and ...
Abstract Managers have often tried to enact a'preferred'organizational experience on others through business concepts such as corporate philosophies, values, vision and mission statements either to create,... more
Abstract Managers have often tried to enact a'preferred'organizational experience on others through business concepts such as corporate philosophies, values, vision and mission statements either to create, maintain, perpetuate or redirect organizational identification processes. While managers cannot control the degree to which constituencies identify with the organization, this does not mean that they stop trying. One way managers attempt to influence organizations is through the introduction of new metaphors refraining ...
... The author thanks David Boje, Cees van Riel, Charles Fombrun, Gary Hoover, Patrick Spain, David Gracy, Don Carleton, Deborah Morrison, Andy Henderson, John Kimberly, Frank Barrett, Mary Jo Hatch, Esben Karmark, Barbara Czarniawska,... more
... The author thanks David Boje, Cees van Riel, Charles Fombrun, Gary Hoover, Patrick Spain, David Gracy, Don Carleton, Deborah Morrison, Andy Henderson, John Kimberly, Frank Barrett, Mary Jo Hatch, Esben Karmark, Barbara Czarniawska, and David Whetten for their ...
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"With the latest insights from the world of communication studies into the nature of corporate reputation, this new addition to Wiley-Blackwell’s series of handbooks on communication and media reflects the growing visibility of large... more
"With the latest insights from the world of communication studies into the nature of corporate reputation, this new addition to Wiley-Blackwell’s series of handbooks on communication and media reflects the growing visibility of large businesses’ ethical profiles, and tracks the benefits that positive public attitudes can bring.

•  Serves as the definitive research collection for a fast-growing field featuring contributions by key international scholars
•  Brings together state-of-the-art communication studies insights on corporate reputation
•  Identifies and addresses the lacunae in the research literature
•  Applies new theoretical frameworks to corporate reputation
"
Online databases such as Hoover’s, Inc., the expansion of the Internet, and the growth of business journalism have all made organizational records much more public and publicly accessible. As a result, organizations have had to become... more
Online databases such as Hoover’s, Inc., the expansion of the Internet, and the growth of business journalism have all made organizational records much more public and publicly accessible. As a result, organizations have had to become much more vocal in defending themselves, not only in terms of identity, but in terms of history. This book is a starting point for those interested in learning about how organizations appropriate their stories of the past and visions of the future for navigating organizational change in the present.
Research Interests:
The Foundations of a Theory Explaining Organizational News: The VT4 Framework of Organizational News Content and Five Levels of Content Production. We examine the influence of journalists, routines, news organizations, influences... more
The Foundations of a Theory Explaining Organizational News: The VT4 Framework of Organizational News Content and Five Levels of Content Production.  We examine the influence of journalists, routines, news organizations, influences external to news organizations (PR, advertising, interlocking boards, technology, economy, media systems on the news about organizations. For any one organization, we consider its media visibility, media tone, media topics, media ties, and timing.
Research Interests:
As this chapter makes clear, focusing solely on performance and achievement attributes is a matter of searching for something only by looking where it is easiest to find. The body of research from other organization-related disciplines... more
As this chapter makes clear, focusing solely on performance and achievement attributes is a matter of searching for something only by looking where it is easiest to find. The body of research from other organization-related disciplines has built up a wealth of knowledge about these attributes. It is time for communication to expand the focus into new areas, examining reputational attributes that may offer as much or more insight into what corporate reputation is, how it is formulated, managed, and changed. Future research should consider bearing out organizational communication performance dimensions that can function as reputation attributes, enabling the discussion, reflection, benchmarking, and rewarding of organizations systems, practices, and processes that create more desirable organizations, workplaces, products and services, and contributions to society.
This chapter examines the journalism and mass communication disciplines for what they offer to the study of corporate reputation. Most of the early communication research devoted to corporate reputation began in the mass communication... more
This chapter examines the journalism and mass communication disciplines for what they offer to the study of corporate reputation. Most of the early communication research devoted to corporate reputation began in the mass communication field. It reviews the four primary research domains within journalism and mass communication for their primary focal points, noting along the way where existing corporate reputation research currently takes place and where it could take place. The chapter begins with an overview of the major paradigms. Journalism and mass communication research has three major paradigms: the social science approach to media effects, the interpretive paradigm, and the critical/cultural paradigm. The chapter charts the journalism and mass communication field for its programs of research, noting its theories and key findings where they occur.
Accountability refers to the state of being liable and answerable to someone for something. It establishes relationships, defines ‘‘the rights of society (or groups/stakeholders within society) and relates to the rights that emerge from... more
Accountability refers to the state of being liable and answerable to someone for something. It establishes relationships, defines ‘‘the rights of society (or groups/stakeholders within society) and relates to the rights that emerge from the relationship between the accountable organization (the accountor) and the accountee’’ (Gray, Bebbington, & Collison, 2006). Being accountable requires the object of accountability to be capable of being observed, monitored, and evaluated through its willingness to provide reliable information. There must, as well, be clear consequences for failure (Carroll, 2016). In business, accountability has been equated with governance (Brennan & Solomon, 2008) and corporate social responsibility reporting (Gray, et. al., 1997; Newell, 2005; Valor, 2005; Bendell, 2005; Utting, 2008). Scholars have also investigated the role of intermediaries and gatekeepers, such as auditors and credit rating agencies, in upholding - or failing to uphold - corporate accountability (Coffee, 2002; Partnoy, 1999). Yet despite these recent studies, corporate accountability remains under-researched and under-theorized, especially when compared to political accountability.
This chapter investigates companies' disclosure alignment and transparency signaling within the 2011 CSR annual reports of 36 U.S. firms in the Global Forbes 2000. DICTION 6.0 was used for the text analysis. The study found that... more
This chapter investigates companies' disclosure alignment and transparency signaling within the 2011 CSR annual reports of 36 U.S. firms in the Global Forbes 2000. DICTION 6.0 was used for the text analysis. The study found that CSR reports are fairly similar to corporate financial annual reports but can be classified more accurately as a hybrid discourse with normative elements matching genres emanating from science, business, government, religion, and social movements. Despite the relatively short time that CSR reports have been in existence, this chapter provides evidence that CSR reporting has become institutionalized quickly. The measures of transparency signaling and disclosure alignment reveal that companies know the rules for reporting and are following them. CSR reporting on societal and environmental impacts and performance receive the most focused discussion, while human rights, labor, and product responsibility discussions are at minimal levels. The study ends with future research directions.
This paper introduces unpacks media favorability into two dimensions and investigates their relationship with firms' public esteem. A firm's focal media favorability refers to the overall evaluation of a firm presented in a stream... more
This paper introduces unpacks media favorability into two dimensions and investigates their relationship with firms' public esteem. A firm's focal media favorability refers to the overall evaluation of a firm presented in a stream of media stories. A firm's peripheral media favorability refers the overall evaluative tone accumulating from a stream of media stories where a firm is mentioned, yet is independent of how the focal firm is portrayed relative to the content. The study used a content analysis of The New York Times (n = 2,711) articles dating six months preceding the 2000 Annual Reputation Quotient, a nationwide public opinion poll (n = 22,359) on firms' reputations. Relationships were found between firms' focal media favorability and their public esteem for respondents with more knowledge of the firms' attributes and between firms' peripheral media favorability and their public esteem for respondents having little to no knowledge about the firms&...
Purpose – The purpose of this paper is to introduce the concepts of key messages and key message integrity, and examines their viability for communication management scholars and practitioners in evaluating media relations activities. Key... more
Purpose – The purpose of this paper is to introduce the concepts of key messages and key message integrity, and examines their viability for communication management scholars and practitioners in evaluating media relations activities. Key message integrity addresses not only what messages transfer, but also how well. Design/methodology/approach – The authors analyzed 18 nonprofit organizations’ key messages and the messages’ integrity levels using content analysis on one month of their news coverage. In-depth interviews with eight of their media relations practitioners helped validate the concepts and the results. Findings – The authors found five unique categories and functions of key messages: information concerned with dissemination, raison d’être concerned with purpose, categories concerned with positioning, resource management concerned with accounting for resources, and social relevance concerned with legitimacy. Findings also revealed varying levels of transmission and messag...
Page 1. The Expressive Organization Linking Identity, Reputation, and the Corporate Brand Edited by MAJKEN SCHULTZ, MARY JO HATCH, and MOGENS HOLTEN LARSEN Page 2. The Expressive Organization Page 3. Further ...
PurposeWicked problems require holistic and systemic thinking that accommodates interdisciplinary solutions and cross-sectoral collaborations between private and public sectors. This paper explores how public relations (PR) – as a... more
PurposeWicked problems require holistic and systemic thinking that accommodates interdisciplinary solutions and cross-sectoral collaborations between private and public sectors. This paper explores how public relations (PR) – as a boundary-spanning function at the nexus of corporate and political discourse – can support societies to tackle wicked problems.Design/methodology/approachThis conceptual paper synthesizes literature on PR with a service ecosystem perspective. The authors use the service ecosystem design framework to structure the PR literature and develop a model of service ecosystem shaping for social change, which highlights the important role that PR can play in shaping processes.FindingsThe authors explicate how PR can (1) facilitate value cocreation processes between broad sets of stakeholders that drive positive social change, (2) shape institutional arrangements in general and public discourse in particular, (3) provide a platform for recursive feedback loops of ref...
Humans are natural storytellers. Whether we’re conscious of it or not, we constantly create and share stories about what happened and why, as well as scenarios for what might happen next. Stories powerfully convey values, place them in... more
Humans are natural storytellers. Whether we’re conscious of it or not, we constantly create and share stories about what happened and why, as well as scenarios for what might happen next. Stories powerfully convey values, place them in context for the future and allow us to identify future opportunities. Within organizations, stories can be helpful in dealing with critical issues—such as those targeted by the company’s corporate social responsibility initiatives—by highlighting the positive and negative outcomes of individual and collective behaviors. Inter - nal stories are important to motivate people and create messages that are memorable enough for people to take action.
This chapter investigates companies' disclosure alignment and transparency signaling within the 2011 CSR annual reports of 36 U.S. firms in the Global Forbes 2000. DICTION 6.0 was used for the text analysis. The study found that CSR... more
This chapter investigates companies' disclosure alignment and transparency signaling within the 2011 CSR annual reports of 36 U.S. firms in the Global Forbes 2000. DICTION 6.0 was used for the text analysis. The study found that CSR reports are fairly similar to corporate financial annual reports but can be classified more accurately as a hybrid discourse with normative elements matching genres emanating from science, business, government, religion, and social movements. Despite the relatively short time that CSR reports have been in existence, this chapter provides evidence that CSR reporting has become institutionalized quickly. The measures of transparency signaling and disclosure alignment reveal that companies know the rules for reporting and are following them. CSR reporting on societal and environmental impacts and performance receive the most focused discussion, while human rights, labor, and product responsibility discussions are at minimal levels. The study ends with f...
Accountability refers to the state of being liable and answerable to someone for something. It establishes relationships, defines ‘‘the rights of society (or groups/stakeholders within society) and relates to the rights that emerge from... more
Accountability refers to the state of being liable and answerable to someone for something. It establishes relationships, defines ‘‘the rights of society (or groups/stakeholders within society) and relates to the rights that emerge from the relationship between the accountable organization (the accountor) and the accountee’’ (Gray, Bebbington, & Collison, 2006). Being accountable requires the object of accountability to be capable of being observed, monitored, and evaluated through its willingness to provide reliable information. There must, as well, be clear consequences for failure (Carroll, 2016). In business, accountability has been equated with governance (Brennan & Solomon, 2008) and corporate social responsibility reporting (Gray, et. al., 1997; Newell, 2005; Valor, 2005; Bendell, 2005; Utting, 2008). Scholars have also investigated the role of intermediaries and gatekeepers, such as auditors and credit rating agencies, in upholding - or failing to uphold - corporate accounta...
PurposeThis study aims to reveal the quantity, quality and cultural differences of negative corporate social performance (CSP) disclosures in large firms' corporate social responsibility (CSR) reports. Firms are expected to be... more
PurposeThis study aims to reveal the quantity, quality and cultural differences of negative corporate social performance (CSP) disclosures in large firms' corporate social responsibility (CSR) reports. Firms are expected to be transparent about the impacts and outcomes of their CSP. A central aspect of transparency is balance, which means disclosing both positive and negative CSP.Design/methodology/approachContent analysis was applied to 75 CSR reports of large firms chosen from the Forbes Top 500 list. The firms belong to three cultural clusters: Anglo, Confucian Asia and Germanic/Nordic Europe.FindingsFirms made few negative CSP disclosures, yet the quantity of negative CSP disclosures varied among cultural clusters. Reports from Germanic/Nordic Europe showed the highest number of negative CSP disclosures, reports from Confucian Asia showed the lowest number and the Anglo cluster's number fell in between. The Asian firms communicated corrective actions more often than firm...
In this chapter, we provide an overview of how news organizations work and develop a theoretical account of communicative interactions between corporate communication professionals representing commercial companies and journalists working... more
In this chapter, we provide an overview of how news organizations work and develop a theoretical account of communicative interactions between corporate communication professionals representing commercial companies and journalists working for news organizations. This account conceptualizes these interactions as a discursive process in which professionals and journalists construct and negotiate frames about an event or issue related to a company. This process tends to be guided on both sides by the individual’s professional identity (as communication professional or journalist) and the identity of their organization.