Purpose – Building on the work of Carroll this article attempts to unravel, explore and explain corporate social responsibility (CSR) as a theoretical construct that has implications and consequences for corporate governance in particular, and more generally for the economy, business and society. It aims to extend Carroll's work on definitional constructs by re-examining some of the theoretical frameworks that underpin, inform and guide CSR. Design/methodology/approach – Carroll identified different levels, or a pyramid, of CSR and these are outlined and the advantages and disadvantages of a pyramid, levels-based approach discussed. The main contributions of this article lies is in its exploration of corporate social irresponsibility (CSI) as a concept in contrast to CSR. Bowd, Jones and Tench's CSI-CSR model is described, explained, analysed and used as a conceptual tool to make the theoretical move from a pyramid or level-based approach to a more dynamic framework of analysis. Findings – The proposition that CSI is better suited to a shareholder business model and CSR sits more comfortably with a stakeholder business model is examined. It is contested that people often wrongly equate CSR with irresponsible corporate actions. The CSI-CSR model establishes a theoretical framework around which grounded empirical research can be undertaken, applied and on which it can be reported. Research limitations/implications – This is a new area of research that addresses a gap in the literature and puts forward innovative theoretical models. Discussing the concept of irresponsibility makes for an interesting theoretical move. It questions the idea that corporations and business per se are always or necessarily socially responsible. Originality/value – In looking at and developing existing theoretical models, concepts and frameworks and exploring their merits, shortcomings and limitations, the article will be of interest and relevance to the business and academic communities. If there is such a thing as CSR then the implication is that there is such a thing as CSI and it is on this issue that this article seeks to promote and stimulate discussion.

Purpose – The purpose of this research is to develop understanding of Corporate Social Responsibility (CSR) and the Media. It reports on differing media interpretations, perceptions and perspectives of CSR and how they are prone to shift and change in part depending on the perceived definition and issue(s) discussed. Design/methodology/approach – The article reports on primary research findings that constitute a baseline study from which intra- and inter-national comparative analysis of CSR and the media might in future studies be progressed. Qualitative and quantitative data are used to gain insight to competing definitions and definitional components of CSR. Findings – The media view organisations' engagement with CSR through one or more of five possible orientations: Conformist, Cynic, Realist, Optimist and Strategic Idealist. These theoretical constructs are explained and their utility and usefulness as tools of practical analysis explored through application. Despite being open to positive news coverage media reports of CSR issues are largely negative in tone and the tension inherent to the Corporate Social Irresponsibility (CSI) and CSR dualism is alluded to. Originality/value – Exploring how the media interprets and understands CSR the article will be of interest and relevance to public relations and communication practitioners, policy makers and the academic community. Existing theoretical models, concepts and frameworks have the potential to be further developed and informed by these practice-based primary research findings. “Real-world” application has the potential to shape, guide and inform theoretical constructs. The article is set in the context of increasing media interest in CSR and the primary data whilst informing theoretical frameworks also furthers understanding of the concept from academic, business practitioner and stakeholders' perspectives.

Purpose: – The principle focus of the European Communication Professional Skills and Innovation (ECOPSI) Research project reported in this paper is to develop understanding of the competences held by senior communication practitioners and the contributing knowledge, skills and personal attributes that are relevant to their role. The paper aims to discuss this issue. Design/methodology/approach: – This paper is based on 24 months of desk and empirical work by the research team in three core phases: the benchmarking report based on literature reviews in each country region; quantitative data collection from communication practitioners in 42 countries across Europe; qualitative data from 53 interviews across four senior practitioner roles in the six regions of the study’s focus. Findings: – The findings highlight the competencies needed by senior practitioners through the creation of the Communication Role Matrix with critical evaluation of the current contemporary issues faced by the sector. Research limitations/implications: – The authors acknowledge a limitation of the study regarding the selection of the four studied professional roles. ECOPSI has proven a common understanding of theses four studied roles in Europe, but further research on the competencies of diverse roles performed in the profession would need to be explored for a more comprehensive appreciation of the full spectrum of public relations and strategic communication practice. Practical implications: – The paper draws together findings from across Europe and presents a practical interpretation of the project in the form of an online self-diagnostic tool based on an online portal for practitioners to self-complete. Social implications: – The programme improves the professionalism of practitioners across Europe and their ability to work across borders in a European and wider international community of communication practitioners. Originality/value: – This study benchmarks the educational and practice landscape in six key regions of Europe to demonstrate that the elements focusing on skills, knowledge and personal attributes of European communication professionals can be synthesised using competences as the foundational element. The originality is also reflected in the self-diagnostic tool for the project based on an online portal.