Justification and corporate social responsibility

This chapter considers the relationship between justification, legitimisation, and brand narratives, particularly focusing on corporate social responsibility (CSR) as a contemporary corner stone for authentic branding and public relations activity. The creative production of communications narratives, and the positioning of organisational brands, requires sensitivity to stakeholder views and an empathic understanding of current trends regarding social, environmental, and political issues. Corporate and brand identities, which link to positive social behaviour, are becoming more important to consumers and stakeholders and provides a potential opportunity for public relations practitioners to take a primary influencing position.