Communicating Social Impact as a New Trend in Corporate Reputation Management in the Light of Contemporary Political and Social Challenges

Abstract

The tide of the 2008 economic crisis strengthened social and political movements that askabout the current form of the capitalist system and the practices of large corporations. For the latter,this means a significant reputational challenge. In facing it, companies are improving their corporatesocial responsibility (CSR), corporate citizenship (CC) and public relations (PR) policies, and deploy-ing new forms of strategic management and communication. One of them is the trend of manage-ment and social communication of companies’ social impact, bringing together the CSR, CC, PR andhumanistic management approaches