Abstract

Supporting social and sustainable development can have a positive impact on an organization’s public image.  However, various conditions must be met to achieve these positive effects, as otherwise the desired outcome may not occur or could even be reversed.  Based on several different empirical studies, this lecture will discuss the mechanism by which the effects of CSR communication are determined. The focus will be on the areas of deceptive potential (e.g., Greenwashing) and the role of CSR communication in times of organizational crises (e.g.,  buffer and backfire effects).

CV

Benno Viererbl is a post-doctoral researcher at the Department of Communication at the Johannes Gutenberg University Mainz, Germany. His dissertation addressed the professional role concept and role conflicts of professionals working in the grey area between journalism and Public Relations. His other research interests include the public perception of organizational CSR communication,  issues management and crisis communication, and the effects of personalization in external corporate communication.