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Save the Date FPRA 84th Annual Conference. August 6 to 9, 2023. Waldorf Astoria, Orlando, Florida banner


Free for Members – Register Now
Wednesday, March 22, 2023  |  Noon EST

Corporate Social Responsibility — often referred to as CSR — has to do with all things corporations do to honor and meet the needs of stakeholders and the environment now and for future generations. Measured by the “triple bottom line,” a phrase coined by John Elkington in the 1990s, CSR operates on the premise that in honoring people and planet, firms will also generate profit. Hotly debated for decades, the landscape shifted dramatically during and since the COVID-19 pandemic lockdowns. Today, stakeholders are more intentionally making decisions that hold corporations accountable for their environmental footprint and treatment of people in the process of producing goods and providing services.  Effective communication is vital for success in gaining and retaining stakeholder trust and support in an era where reputation and success is being measured by the triple bottom line.

In December 2022, PR Week published an article about what to expect PR trends  to be in 2023 that was based on a Prowly survey of PR professionals. Results showed the leading trend PR professionals expect to see in 2023 is “social responsibility” incorporating DEI (diversity, equity and inclusion), CSR (corporate social responsibility), and ESG (environmental, social and governance). In this webinar, Dr. Sellnow will explore what society expects from our organizations and how we can use effective communication to establish trust and manage relationships in this time of heightened expectations.

Dr. Deanna D. Sellnow is a Luminary Research Professor of Strategic Communication in the Nicholson School of Communication and Media at the University of Central Florida.  She conducts research on strategic instructional risk and crisis communication in a variety of contexts (e.g., natural disasters, health epidemics/pandemics, biosecurity, terrorism and agricultural biotechnology). She has written textbooks, given presentations around the world and taught classes on crisis and strategic communication, corporate social responsibility and the rhetorical power of pop culture.

Dr. Sellnow is also dedicated to creating bridges between the research being done in the academic community and the practitioners in the field who could greatly benefit from the findings. To that end, she co-hosts the International Crisis and Risk Communication conference which seeks to bring researchers and practitioners together to share insights. She also served as President of the Central States Communication Association where she was inducted into the Hall of Fame in 2018.

She has conducted funded research for the United States Geological Survey (USGS), the United States Department of Agriculture (USDA), the Department of Homeland Security (DHS) and the Centers for Disease Control and Prevention (CDC). Her work is published in several books, as well as in national and international journals. She has presented her research across the United States and in many countries around the world, including Canada, China, Czech Republic, Denmark, Egypt, England, Germany, Hong Kong, India, Indonesia, Ireland, Italy, Japan, Senegal, Singapore, Spain, Sweden, Turkey and Vietnam.

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