Embedding social responsibility in HE corporate communications degrees.

Abstract

As the continued viability of companies increasingly depends on the public’s confidence in their commitment to social justice, sustainable design and environmental responsibility, companies must be prepared to reconsider what and how they communicate, to whom, and for what purpose. Corporate communications programs therefore have a responsibility, not only to our graduates and their future employers, but to those whose lives will be affected by their values and decisions. This chapter will consider the implications, opportunities and challenges of embedding the principles and practices of CSR in the design and delivery of advertising, marketing communications and public relations programs within the context of the administrative, economic and conceptual constraints resulting from the 2008 financial recession.