Volunteer Engagement: Exploring the Distinction Between Job and Organizational Engagement

Retaining engaged volunteers is crucial to many non-profit organizations. However, research on volunteer engagement is limited, and the distinction between job and organizational engagement in volunteers remains to be investigated. In this paper, we examine both organizational- and job-level engagement, and specifically, whether perceived organizational support would enhance volunteer engagement and associated attitudes. We surveyed 221 volunteers, and asked them about their perceptions of organizational support; their engagement with their volunteer job and the organization they volunteer for; satisfaction; commitment; and turnover intentions. Both organizational and job engagements had significant relationships with the attitudinal variables. However, we found that organizational rather than job engagement mediated the relationship between organizational support and volunteer satisfaction and commitment. While organizational engagement correlated with turnover intentions, neither job nor organizational engagement mediated the relationship between support and the intent to leave. Our findings advance the research on volunteer engagement, and highlight the importance of organizational engagement for this important, but too often overlooked, workforce.     

U.S. Fortune 500’s stakeholders engagement during the COVID-19 pandemic: Evidence for proactive approaches

In times of a national crisis such as COVID-19, it is important for organizations to show that they are good corporate citizens. At the same time, organizations should carefully select the type of messages that resonate with stakeholders so as to reduce stakeholder skepticism. This study examines how U.S. Fortune 500 companies discussed their COVID-19 pandemic CSR actions on Facebook over 15 months and how the public responded to such messages. We identified three CSR themes: internal stakeholder proactive CSR, external stakeholder proactive CSR, and external stakeholder accommodative CSR. When publics engaged, external stakeholder proactive CSR was significantly associated with better behavioral engagement outcomes, more positive emotional engagement outcomes, and less negative emotions. However, such effects are moderated by industry type. Our findings inform public relations theory and practice and suggest that in times of major crises, organizations should prioritize proactive approaches to engage external stakeholders while being mindful of specific institutional contexts.     

Public Relations and Engagement: Theoretical Imperatives of a Multidimensional Concept

Engagement has emerged as important concept in public relations, as stakeholders challenge the discourse of organizational primacy and organizations prioritize the need for authentic stakeholder involvement. As a multidimensional concept, engagement offers a foundation for building organizational relationships, and provides a means to facilitate community–organization interaction. This special issue on engagement and public relations presents a body of work that both explicates and expands the theoretical foundations of engagement, and contributes to scholarly understanding of its contexts, processes, and outcomes.     

Enhancing Volunteer Engagement to Achieve Desirable Outcomes: What Can Non-profit Employers Do?

Engagement is a positive psychological state that is linked with a range of beneficial individual and organizational outcomes. However, the factors associated with volunteer engagement have rarely been examined. Data from 1064 volunteers of a wildlife charity in the United Kingdom revealed that both task- and emotion-oriented organizational support were positively related to volunteer engagement, and volunteer engagement was positively related to volunteer happiness and perceived social worth and negatively related to intent to leave the voluntary organization. Consistent with theory, engagement acted as a mediator between these factors. The implications for future research and the relevance of the findings for voluntary organizations are discussed.     

The quest for legitimacy and the communication of strategic cross-sectoral partnership on Facebook: A big data study

Nowadays, many wicked problems such as environmental issues require organizations from multiple sectors to form cross-sectoral alliances. Cross-sectoral alliance networks can transfer resources and signal affiliations and value alignment between strategic partners. The communication of cross-sectoral alliances is a form of CSR communication that serves organizations’ strategic goals and objectives. Drawing on the literature on digital CSR communication and legitimacy theory, this article examines which legitimacy needs shape the formation of cross-sectoral ties on Facebook in addressing environmental and sustainable development issues in the United States. Combining data-mining, text-mining, social network analysis, and exponential graph modeling, this research investigates the structure of a network among 3071 organizations across multiple sectors. Findings show that organizations’ cross-sectoral tie formation is mainly driven by social legitimacy and alliance legitimacy needs.     

Cooperative Membership and Community Engagement: Findings From a Latin American Survey

Cooperatives as organization have mainly been explored in the field of business and management due to their operation in the business sector, and studies of nonprofit organizations have given little attention to them. Consequently, cooperatives studies have tended to examine economic outcomes, such as productivity and job security, comparing them to conventional business firms. Nevertheless, cooperatives are membership associations and have organizational characteristics in common with other types of voluntary associations. Furthermore, one explicit organizational principle of cooperatives is concern for community, and their contributions to the community have been covered frequently by media. Therefore, it is imperative to examine cooperative members’ community engagement, and compare it to other types of association members. Using a national sample of Venezuelans, the relationships between association memberships and community involvement were compared across different types of associations. The results showed that cooperative members had a higher likelihood of being involved in community matters than those from other types of associations. Although the Venezuelan cooperatives have received vast support from the Chavez government for community development, this result can have an implication on the cooperatives’ organizational identity as those who provide members with resources necessary for civic engagement beyond the organizations.     

Corporate social responsibility among SMEs in Italy

Much of the scholarly discussion on CSR has focused on large corporations even though small and medium enterprises (SMEs) constitute the bulk of businesses in many countries of the world. According to the Organization for Economic Co-operation and Development (OECD), 99.9% of the corporations in Italy are SMEs employing fewer than 250 people. This study sought to explore the CSR among SMEs including whether they practice CSR as a strategic function, who the main stakeholders were for their CSR activities, the drivers of CSR, and the motivations to engage in CSR. Data were collected from three sources: a survey of executives of a sample of 105 SMEs; qualitative in-depth interviews of the owner–managers of five SMEs and élite interviews with opinion leaders. The sample organizations practiced CSR mainly through informal, internally oriented and relational methods with very little, if any, managerial and strategic approach. A large number of sample organizations viewed employees as the most important stakeholders for CSR communication whereas customers, suppliers, and business partners trailed far behind. Interestingly, the media, government, NGOs, and unions were relegated to the bottom of the list. Networks of personal relationships (including that of owner–managers and top executives) were frequently used to conduct CSR activities.     

Browsing the culture: membership and intertextuality at a mormon bookstore

This paper argues that organizational and local host cultures are related through the intertextual performance of membership. It proceeds by claiming that organizations may be usefully read as intertexts, and that the relationship between organizations and their environments is enacted by speakers as they negotiate their multiple identities in talk. These claims are then used to analyze the intertextual performance of membership at a Salt Lake City, Utah bookstore owned by the Mormon church. The analysis demonstrates how: (1) organizational routines surrounding the interpretation of product serve as performances of host-cultural membership; (2) communication among and between store employees and customers clarifies types of host-cultural identity; and (3) the management of controversial texts enacts the organizational environment. The analysis is intended to mark an intersection between organizational and cultural studies by demonstrating how organizations potentially function as sites for the reproduction of interpretive communities, conducted through the use of cultural texts.     

Corporate social responsibility communication of Chinese and global corporations in China

This paper explored how leading Chinese and global companies operating in China communicate their corporate social responsibility (CSR) principles and practices to the Chinese stakeholders through a content analysis of these companies’ corporate websites. It was found that companies usually take one of the following three major approaches in their CSR communication: CSR as ad hoc public philanthropy, CSR as strategic philanthropy, and CSR as ethical business practices. Furthermore, this paper examined the effects of country of origin and industry on companies’ CSR communication and found that whether companies are targeting at businesses or consumers has a bigger impact on their CSR communication than whether they are Chinese or global. Finally, despite a tendency towards convergence, Chinese and global companies still present their CSR principles and practices differently because of their different relations with major Chinese and global stakeholders.     

Organizational listening: Addressing a major gap in public relations theory and practice

An extensive body of literature theorizes public relations as two-way communication, dialogue, and relationships between organizations and their publics. Although there are alternative views, including public relations as advocacy, most theories emphasize dialogue, co-orientation, and relationships incorporating satisfaction, trust, and control mutuality—even to the extent of symmetry. Critical perspectives propose a sociocultural turn that further emphasizes stakeholders’ and societal interests. This analysis draws on a three-country study that reveals a major theory-practice gap and proposes a significant expansion of public relations theory in relation to listening to realize normative notions of public relations and give effect to claims of dialogue and engagement.     

Civil Society Organizations and the Enduring Role of Religion in Promoting Democratic Engagement

As Tocqueville observed the emergence of democracy in the USA, he noted the central role religion played in undergirding democratic life. Nearly 200 years later, it is unclear whether religion continues to possess sufficient capacity to promote democratic engagement. This study links organizational theory with research on the structural and cultural characteristics of civil society organizations (CSOs) to assess the current impact of religion on democracy. It analyzes original data from a national study of politically oriented CSOs to determine whether drawing on structural characteristics of religious congregations and cultural elements of religion helps the organizations promote democratic engagement. The analysis finds a positive relationship between organizations that incorporate structural and cultural forms of religion and their organizing capacity, political access, and mobilizing capacity. These findings suggest that religion, mediated by congregations and religious culture, retains sufficient civic vitality to help politically oriented CSOs foster democratic engagement.     

From an “outside group” to a catalyst for corporate change: Examining activists’ legitimation strategies

Activist organizations use issues management when pressuring corporations to alter practices and policies that these groups find problematic. Throughout this process, activists must establish legitimacy for their issue concerns, organizations, and proposed solutions to gain public support for their activities. This study qualitatively analyzes the communication practices of 21 activist organizations to understand the strategies that these unique groups harness as they seek to build legitimacy as part of the issues management process. The findings contribute to a growing body of public relations research on activist communication by introducing a new legitimation strategy that underscores the importance of ongoing issues monitoring for activists and illustrates how activist organizations can co-opt extant narratives to build legitimacy for their existing issue arguments.     

The Governance of International Nongovernmental Organizations: How Funding and Volunteer Involvement Affect Board Nomination Modes and Stakeholder Representation in International Nongovernmental Organizations

The governance of civil society organizations (CSOs) is a crucial determinant of organizational legitimacy, accountability, and performance. International nongovernmental organizations (INGOs) are a subtype of CSOs and have received a lot of attention as actors in global governance. Research suggests that INGOs can follow a membership model, where the board is elected by the membership, or a board-managed model, where the board is appointed to represent major stakeholders. Following resource dependency theory, we argue that the choice between these two models depends on the INGOs different sources of funding and the degree of volunteer involvement: As donors and volunteers provide important resources, they are in turn granted the right to nominate board members or to sit on the board. In our quantitative study we show that individual members, regional member organizations, and governmental donors hold a stronger position in the governance of INGOs than philanthropists, foundations and volunteers. Our results inform research on CSO governance by highlighting the relevance of board nomination modes and by showing how CSOs can incorporate stakeholders into their governance mechanisms.     

Corporate Social Responsibility: Perceptions and practices among SMEs in Colombia

This study sought to understand the perceptions and practices of Corporate Social Responsibility (CSR) among a sample of Colombian SMEs. The data were collected using a selfadministered, online questionnaire (54 SMEs), and from interviews with five opinion leaders and two, representatives of SMEs permitted to assess the activities, motivations, stakeholders, decision-making, processes, communication processes, resource allocation, evaluation, and the benefits of CSR among Colombian SMEs. Colombian SMEs practice informal internal and external CSR characterized by being, influenced by cultural and contextual aspects of the country's society. Customers, employees and, shareholders are the most important stakeholders for SMEs in Colombia. Colombian culture places, importance on interpersonal relationships and these were displayed in the evidence gathered for this study. The perceived benefits of CSR practices by SMEs such as improved organizational culture, attracting and maintaining best employees, improving image and reputation and improve customer loyalty, also reflect the importance SMEs give to satisfying their most relevant stakeholders.     

Social Movement Engagement over the Long Haul: Understanding Activist Retention

This article offers a broad review of the scholarship of the ‘retention’ of social movement activists, examining it from the individual, social relational, and organizational levels of analysis. The following contribute to the likelihood that a participant sustains their engagement: accommodation of individual needs and motivations, a social network to reinforce attachment to activism, and a successful organization that promotes its members' empowerment. The conclusion considers the insights gained from the scholarship so that organizations might increase activist persistence and notes gaps that merit further study, particularly regarding the emerging effects of ‘internet communication technology’ (ICT).     

Mayhem in the Magic City: Rebuilding legitimacy in a communication train wreck

This study explores the relationship between corrective action and rebuilding legitimacy. Specifically, the corrective actions taken by the City of Minot and Ward County officials in response to the emergency communication breakdowns during the 2002 Canadian Pacific train derailment and anhydrous ammonia spill are analyzed. The study concludes that corrective action when employed as organizational learning can expedite image restoration, rebuild legitimacy, and better prepare organizations for future crises.     

Employee communication,job engagement,and organizational commitment: A study of members of the Millennial Generation

The purpose of this study was to explore the relationship between job engagement and two key components of employee-organization relationships (EOR). Findings from a survey of members of the Millennial Generation (N = 539) in the United States indicate that job engagement mediates the relationship between employee communication and organizational commitment. It is concluded that when employees are engaged in their work, their commitment to the organization is strengthened and the likelihood of them leaving the organization decreases. Furthermore, an argument is made in light of the study’s findings that engagement and commitment work in concert to strengthen EORs overall. To foster engagement, organizations should remove obstacles to internal information flow and provide ongoing feedback to employees about individual and organizational issues.     

Transformational Leadership and Volunteer Firefighter Engagement

This study explores the relationship between transformational leadership and volunteer firefighter engagement. Using responses from 213 volunteer firefighters, structural equation modeling reveals a positive relationship between transformational leadership and volunteer engagement, which is mediated by both group identification and perceived social impact. In addition, higher volunteer engagement is positively related to a firefighter's intention to continue volunteering and to recruit others. Taken together, the results indicate that transformational leaders achieve positive volunteer outcomes by strengthening the organizational ties of volunteers and by connecting volunteers with the prosocial impact of their work. Theoretical implications for transformational leadership research in volunteer settings as well as practical recommendations for a sustainable volunteer management are provided.     

Roadmap for a communication maturity index for organizations—Theorizing,analyzing and developing communication value

This study employed a constitutive (CCO) communication approach to advance the dynamic concept of communication maturity for the purpose of theorizing, analyzing, and developing communication value on an organizational level. A literature review resulted in six theoretical areas related to communication maturity: understanding, function, organization, prerequisites, competence and practices including assessments of communication. These were analyzed in a qualitative comparative case study including 85 key stakeholders from eleven organizations. Findings illustrated the relevance of the theoretical areas to stakeholders’ perceptions of their respective organizations’ communication maturity. A first version of a Communication Maturity Index including four levels of maturity; immature, emerging, established, and mature is proposed. Based on the qualitative analysis, organizations’ communication maturity levels varied from emerging to mature. Findings of this study are limited to participating organizations and interviewed stakeholders. The CMI can be further developed in quantitative studies to investigate the constitutive role of communication in organizations and to be used in practice to develop higher levels of communication maturity.