Original scientific paper
https://doi.org/10.1080/1331677X.2021.1986674
COVID-19 and the reorientation of communication towards CSR
Pedro Mata
orcid.org/0000-0002-0259-8814
Tamar Buil
María Gómez-Campillo
Abstract
Intuitively, it was clear that the pandemic situation and, more specifically, the lockdown and schedule limitations were going to
affect communication practices. In general, during the COVID-19
situation, companies have replaced the commercial or external
communication used in previous years with a more corporate-like
communication. Therefore, in this article we intend to verify how
companies have carried out their communication actions under
the umbrella of corporate social responsibility (CSR) and the
results obtained. In order to understand these changes, we have
conducted a two-step sequential study that starts with in-depth
interviews with Directors of Communication and concludes with a
major survey of 214 companies. What this paper demonstrates is
that communication practices have changed and are redirected
towards CSR. This new communication discloses the measures
that are being taken in relation to security, new sales, and product delivery alternatives, new services to older customers or customers at risk, to support employees for protection and
conciliation, etc.—in short, a reorientation of communication
towards CSR.
Keywords
Communication; COVID-19; CSR; corporate communication; branding
Hrčak ID:
302502
URI
Publication date:
31.3.2023.
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