A theory of corporate responsibility to race (CRR): communication and racial justice in public relations

Abstract

This article introduces the theory of the corporate responsibility to race (CRR). It holds that corporations should communicate in ways that advocate for racial justice, attempt to improve race relations, and support achieving a more equitable and harmonious society. Corporations have this responsibility to race because they have historically perpetuated and profited from racial oppression, making corporations contributors to, and benefactors of, racial injustice. However, recently corporations have been using their platforms to speak against racial injustice in an effort to improve race relations. CRR theory provides a new way to readily identify, understand, contextualize, theorize and analyze corporate communication about race. Although CRR emerges from a Unites States perspective, and as a public relations concept, it has global applications in any place where racial difference leads to oppression, and it has analytical value in any field where organizational resources can be leveraged to fight oppression.

Silence has no place: a framing analysis of corporate statements about racial inequity, immigration policy and LGBTQ rights

“…However, the relationship of many companies with human rights-focused issues is complicated. In the case of race, for instance, many corporations have “historically perpetuated and profited from racial oppression, making corporations contributors to, and benefactors of, racial injustice” (Logan, 2021, p. 1). In academic literature, the intersection of CSR and race is a topic that has not been deeply addressed, and it is an issue often rooted in the troubling history of corporate wrongdoings and issue avoidance as it relates to communities of color (Logan, 2019; Zhou, 2017).…”

“…Peters, 2020; Harper, 2020; Duarte, 2020; Statista, 2021). In their theory of corporate responsibility to race, Logan (2021) suggests that companies have an opportunity, and perhaps a responsibility, to be more proactive in raising their voices about race “by illuminating the implications of racial oppression and privilege, giving voice to racial issues, and heightening public awareness of racism in order to foster a more just, egalitarian and harmonious society” (p. 983).…”

“…This clearly merits a broader examination as an area for future researchers to focus on when analyzing corporate activist statements. Second, another clear limitation is that this study did not take into account applying Logan's (2021) theory of corporate responsibility to race (CRR). Therefore, it may be advantageous to society overall for companies to simply be more proactive in addressing racial issues, rather than just responding to high-profile issues.…”

“We Need to be Better”: Race, Outdoor Recreation, and Corporate Social Advocacy

“…Given the prevalence of racial conflict over the last several years, companies are increasingly engaging with the public on issues of race, identity, and difference. For instance, in 2015, Starbucks launched the Race Together Initiative, which was meant to foster racial dialogue following protests in Ferguson, Missouri (Logan, 2021). The initiative, which involved encouraging baristas to write #racetogether on coffee cups to encourage customers to engage in a discussion about race relations, was widely regarded as a failure (Peterson, 2015).…”

“…CRR draws on a wide body of scholarship including critical race theory, corporate social responsibility, and CSA to provide a framework for understanding how corporations might engage with racial (in)justice. According to Logan (2021), CRR communications should be able to draw attention to race, highlight the implications of racism, advocate for racial justice, express a desire to achieve a more just society, and prioritize societal good over economic profit (p. 13). As a vital reimagining of public relations scholarship that foregrounds race, the CRR framework provides a valuable heuristic for exploring organizational statements about racial injustice.…”