The Paradox of Communicating CSR in India: Minimalist and Strategic Approaches

This study explores the viewpoints of practitioners in socially responsible companies in India about the ethical dilemmas of corporate social responsibility (CSR) communication, especially in the paradoxical context of stakeholders' high regard for socially responsible companies and low regard for companies' deliberate, conspicuous communication about CSR. Findings, based on 19 interviews with key decision-makers in 16 companies from the Standard & Poor India ESG Index, revealed that practitioners in India foregrounded the importance of an implicit, minimalist approach to communication that privileged responsible corporate behavior over rhetoric. They also engaged in the strategic communication of their CSR efforts to involved stakeholders, largely avoiding publicity and aggressive media relations. Implications for public relations theory and practice are discussed.