Navigating Corporate Social Advocacy

This chapter examines the internal operations of corporate social advocacy (CSA), exploring how it is perceived within organizations in comparison to corporate social responsibility (CSR), the multifaceted challenges communication organizations face, and the approaches to navigating such challenges. Drawing on in-depth interviews with communication professionals of large U.S. corporations, the study reveals three distinct perspectives on the relationship between CSA and CSR: viewing CSA as an evolution of CSR, as a subset of CSR, or as opposite ends of a spectrum. This chapter also identifies key internal tensions that arise in the process of CSA, including conflicts between leadership and employees, among employees, and among departments, and how organizations work to address them. By examining these dynamics, the chapter offers both theoretical and practical guidance for navigating the complexities of CSA from a public relations perspective.