Corporate Social Advocacy (CSA) and Internal Communication: Exploring Internal Dynamics Through Employee Perspectives
摘要
With limited knowledge of how corporate social advocacy (CSA) communications are implemented and perceived internally, this chapter seeks to understand the internal dynamics of CSA by exploring employees’ perceptions and its outcomes. Through in-depth interviews with employees in large U.S. corporations, the findings highlight key aspects of effective internal communication, such as transparency, authenticity, and inclusiveness. Furthermore, this chapter examines how CSA communication can influence not only individual workplace morale and outcomes—such as happiness, satisfaction, and retention—but also foster a supportive environment by building a sense of community that reflects the values of colleagues. The findings not only enhance our understanding of internal dynamics by capturing employees’ voices on CSA but also provide valuable implications for public relations professionals and offer several directions for future research.