The Strategic Communication and Corporate Social Innovation

Synergies for the Common Good

Abstract

This article discusses corporate social innovation (CSI) from a communication perspective and highlights the crucial role of strategic communication in implementing this business policy. CSI aims to promote development, social cohesion, and the common good. The article adopts a normative analytical approach, viewing strategic communication as an interdisciplinary management function responsible for communication between organizations and stakeholders. It also highlights strategic communication as a transformative institutional mechanism for integrating social innovation into corporate strategy and activities.

To illustrate the importance of strategic communication in defining CSI policy, the article proposes a theoretical model that emphasizes the four basic principles of strategic communication: assessment, strategic intent, alignment, and organizational principle. The article aims to offer an original theoretical contribution by presenting strategic communication as the institutional mechanism necessary for incorporating CSI throughout the organization in a substantive way.

This conception provides a roadmap for future studies on CSI, offering companies key ideas on harnessing CSI to drive positive change and promote the common good.