Proving it with action: Embracing a responsibility to advocate for social change

Overton, H. & Nicolas Eng. (2024) “Proving it with action: Embracing a responsibility to advocate for social change,”in B. W. McKeever (Ed.), Public Relations for Public Health and Social Good. Taylor & Francis.

Abstract: While it has become clear that the role of business in society has shifted, guidance for how organizations can most effectively inspire social change has been tentative in light of the need to balance public expectations with organizational values, identity, and performance. Furthermore, the question remains as to whether/how businesses can drive social change without further polarizing society. In this chapter, we discuss examples of how organizations have attempted to influence prosocial behaviors through the examination of three timely, controversial topics/issues: COVID-19, women’s rights, and gun violence. Through a discussion of current academic literature in corporate social responsibility (CSR) communication and corporate social advocacy (CSA), we integrate and apply arguments from scholarship to illustrate how organizations can effectively inspire social change. We offer case examples of how organizations have engaged in prosocial behaviors to varying degrees, including examples highlighting CEO actions. We conclude with recommendations for the profession and a discussion about emerging research trends in strategic communications.