Conscious Consumerism in the Software Tech Industry: The Role of Public Relations in Defining Corporate Sustainability

73 pages. Presented to the Department of Journalism and Communication and the Robert D. Clark Honors College in partial fulfillment of the requirements for the degree of Bachelor of Arts June 2018This study explores the intersection of public relations and corporate social responsibility as it plays out in the social software technology industry. With rising consumer demand for corporate accountability, I argue that PR practitioners play a unique role in positioning the responsibility of social software tech companies in a time of heightened industry distrust. Specifically, this study argues that CSR communication represents the practical evolution of theoretical communication theories such as relationship management. Using 11 in-depth interviews with industry professionals specializing in technology, CSR, in-house and agency public relations, this study examines the ways in which technology companies have grown to incorporate CSR practices and how communications professionals work to make CSR strategy a reality. Three focus groups with consumers aged 18-22 provided insight to the level of awareness around current CSR efforts of the tech industry and expectations for future initiatives.