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Sherry J. Holladay, Ph.D., is Professor at the Nicholson School of Communication at the University of Central Florida, Orlando. Dr. Holladay's research interests include corporate social responsibility, crisis communication, activism, and reputation management. Her work has been widely published in journals.Together, Timothy Coombs and Sherry Holladay are authors of the award winning books It’s Not Just PR: Public Relations in Society (2007, Wiley-Blackwell), PR Strategy and Application: Managing Influence (2010, Wiley-Blackwell) and co-editors of The Handbook of Crisis Communication (2010, Wiley-Blackwell).
Acknowledgments xiii
1 Conceptualizing Corporate Social Responsibility 1
2 Strategic CSR 29
3 CSR Scanning and Monitoring 51
4 Formative Research 63
5 Create the CSR Initiative 89
6 Communicate the CSR Initiative 109
7 Evaluation and Feedback 137
8 CSR Issues 153
References 165
Index 177
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