The Environmental Scan in Corporate Citizenship

Abstract

Bringing the lofty concepts of corporate citizenship, or corporate social responsibility, into the sphere of operations is a challenge for organizations. Many communications practitioners do not have the time or scope of practice to reflect on the role of the corporate citizen, with the effect that activity relies too heavily on philanthropy or publicity campaigns, despite the existence of broader implications. How does one translate the responsibilities of corporations to the societies in which they work, into day-to-day activity that produces measurable results? This research begins that task by outlining a prospective management tool and proposing an underlying conceptual framework to give it shape and depth. The Environmental Scan in Corporate Citizenship is a starting point to the planning process. It provides a baseline for those creating a business or communications plan, allowing for better planning at the beginning of the process and better evaluation at the end.