Abstract:
This study explores the intersection of public relations and corporate social responsibility as it plays out in the social software technology industry. With rising consumer demand for corporate accountability, I argue that PR practitioners play a unique role in positioning the responsibility of social software tech companies in a time of heightened industry distrust. Specifically, this study argues that CSR communication represents the practical evolution of theoretical communication theories such as relationship management. Using 11 in-depth interviews with industry professionals specializing in technology, CSR, in-house and agency public relations, this study examines the ways in which technology companies have grown to incorporate CSR practices and how communications professionals work to make CSR strategy a reality. Three focus groups with consumers aged 18-22 provided insight to the level of awareness around current CSR efforts of the tech industry and expectations for future initiatives.