Communication strategies of corporate social responsibility during international crises: standards and solutions

Abstract

The article reveals the international aspects of communicative strategies for the functioning of corporate social responsibility (CSR) programs adopted by transnational companies. The authors consider the dynamics of CSR in the problem-chronological perspective using the methods of strategic analysis. They first trace the history of the emergence of such programs and the evaluation system created by various international and regional organizations, then analyze the dynamics of CSR programs during the COVID-19 pandemic and during the period of sanctions against Russia in 2022. The authors consider that if the challenges of 2020–2021 caused significant changes in the understanding of business responsibility to the population and strengthened the reputational factor in the CSR system, then the sanctions 2022 have demonstrated the internal contradictions of corporate responsibility programs, originally designed to ensure the well-being of the territories where these businesses are located.