Author's Keywords: corporate social responsiblity, crisis communication, Samsung, contingency theory of conflict management, philanthropic donation, Korean journalists	Convention Convention is an application service for managing large or small academic conferences, annual meetings, and other types of events! Submission - Custom fields, multiple submission types, tracks, audio visual, multiple upload formats, automatic conversion to pdf. Review - Peer Review, Bulk reviewer assignment, bulk emails, ranking, z-score statistics, and multiple worksheets! Reports - Many standard and custom reports generated while you wait. Print programs with participant indexes, event grids, and more! Scheduling - Flexible and convenient grid scheduling within rooms and buildings. Conflict checking and advanced filtering. Communication - Bulk email tools to help your administrators send reminders and responses. Use form letters, a message center, and much more! Management - Search tools, duplicate people management, editing tools, submission transfers, many tools to manage a variety of conference management headaches! Click here for more information.
Association: Name: International Communication Association URL: http://www.icahdq.org
Citation: URL: http://www.allacademic.com/meta/p169614_index.html Direct Link: HTML Code:

Bae, Jiyang. and Park, Sun-A. "Corporate Social Responsibility as a Crisis Communication Strategy: Korean Journalists' One-Way Metaperception Toward Samsung's $847.6 Million Donation" Paper presented at the annual meeting of the International Communication Association, TBA, San Francisco, CA, May 23, 2007 <Not Available>. 2010-01-24 <http://www.allacademic.com/meta/p169614_index.html>

Bae, J. and Park, S. , 2007-05-23 "Corporate Social Responsibility as a Crisis Communication Strategy: Korean Journalists' One-Way Metaperception Toward Samsung's $847.6 Million Donation" Paper presented at the annual meeting of the International Communication Association, TBA, San Francisco, CA Online <PDF>. 2010-01-24 from http://www.allacademic.com/meta/p169614_index.html

Publication Type: Conference Paper/Unpublished Manuscript Abstract: By content-analyzing a highly visible multinational company’s philanthropic activity after a series of illegal issues based on the framework of the contingency theory of conflict management, this study shows that the failure to fulfill legal responsibility cannot satisfy the important publics (mass media, in this case) even though the company tries to fulfill a philanthropic responsibility as a crisis communication strategy. Although Samsung wanted to express a full apology through the donation, a majority of Korean journalists interpreted Samsung’s philanthropic donation as ingratiation and justification to minimize the negative outcomes such as tarnished reputation. The major practical implication of this study is that public relations practitioners who plan to conduct philanthropic activity as a crisis communication strategy should check how their important publics perceive the company’s other responsibilities (economic, legal, and ethical responsibility) before conducting the philanthropic activity.

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