Social media provides a multitude of opportunities for environmental activists to advocate for specific causes. Yet, when is the right time to engage with a corporation in a way that can truly resonate with a specific community or stakeholder group? Today’s atmosphere of dialogic communications calls into question behaviors of “like,” “share” or “post.” At the same time, corporations advocating for corporate social responsibility platforms are using various media forms to convey information that may be virally shared. This discussion addresses the use of various media formats including news releases, articles, and advertisements via social media to communicate environmental programs consistent with CSR programs. This case addressed a recycled coffee cup initiative designed to reduce waste and minimize the corporation’s carbon footprint. This study queried the impact of various sources, three formats, and use of sentiment in promoting social media engagement. The research utilized a quantitative analysis of the effectiveness of the source, format and the use of sentiment messages in stimulating “like,” “share” or “post” behavior. Responses, based on evidence gained through an analysis of variance, indicated that the news releases and articles, transmitted by both corporations and other consumers, are superior formats to advertisements transmitted from corporations or other consumers to promote activities of “like,” “share,” or “post.” These findings further indicate a compelling role for the public relations professional as an active collaborator with the activist community. Overall, the presentation addresses effective communication techniques for enfranchising the community of users and provides how-to advice for environmentalists who want to communicate platforms to multiple audiences in a measureable way.
About the presenterKristie Byrum
Kristie Byrum, Ph.D, APR, is an assistant professor of public relations and media law in the Mass Communications Department at Bloomsburg University. She holds a Ph.D from Clemson University in Rhetorics, Communication and Information Design, an MA in Mass Communications from the University of South Carolina, and BA in Journalism from The Pennsylvania State University. She is accredited by the Public Relations Society of America and is the advisor to Bloomsburg University’s PRSSA Chapter.