ABSTRACT
Corporate social responsibility (CSR)/Sustainability requires good communication and public relations practitioners can play an indispensable role when applying their skills in this area for relationship management among organizations and stakeholders. Moreover, the public relations function's potential for insider-activism in CSR/Sustainability contexts complements communication processes. Communication is central to all variations on the CSR theme, perhaps because communication is central to human understanding and performance measurement. Public relations counselors manage CSR/Sustainability communication by using their expertise in writing and speaking in the service of organizations and the public sphere through relationship building. The public relations function also manages communication flows to support integration and embeddedness of CSR/Sustainability within organizations and across their geo-political boundaries. One-way communication occurs when an organization disseminates messages or information. The number of messaging media available to public relations practitioners for communicating with internal and external stakeholders has exploded in recent decades.
