Page Center report finds authenticity, purpose vital in corporate advocacy work

UNIVERSITY PARK, Pa. — The Arthur W. Page Center’s 2023 Insights Report on corporate social advocacy (CSA) reveals that companies must commit to authenticity to build trust. The document, the first of its kind, is a collection of new research-based tips and tactics for leading communications professionals to engage in multiple forms of advocacy.

In a time when companies can no longer stay silent on global and social issues, research by Page Center scholars found that, in order to build trust, company corporate statements must align with company actions and values. These results originate from one of nine projects featured in the Insights Report. Page Center scholars are researchers from colleges and universities around the world whose work was funded by the center.

“Our mission is to enhance ethics and integrity in public communication through research that empowers the profession through research-driven insights,” said Holly Overton, Page Center research director and associate professor of advertising/public relations. “This collection of research showcases how we define integrity through a CSA lens and how this translates to the profession.” 

Overton led the call for proposals on corporate social advocacy, which was announced in 2021.

A study featured in the Insights Report found that nearly 50% of corporate messaging took a stance on social issues. Other studies found that corporate messages must be “values driven” and backed by action to gain a positive public response. Other studies generated feedback from CEOs to help corporate leaders communicate advocacy with stakeholders.

“We have learned that corporate social advocacy is inherently political,” said Denise Bortree, Page Center director. “That is one of many reasons it’s important to do the research and provide the takeaways so corporations can successfully communicate and do it ethically.”

Other key findings from the 2023 Page Center Insights Report on Corporate Social Advocacy

These findings originate from the studies featured in the Insights Report. Visit the report's website to see more takeaways and a list of top 10 insights. 

• 78% of CSA messages did not relate to the company’s main business purpose.
• 95% of CSA messages were supportive of an issue. Few were against.
• Most common CSA messages were about racial equality, LGBTQ+ rights and climate change.
• More than 80% of companies took liberal stances.
• To improve CSA communication, companies should create guidelines for its use.
• Authenticity in CSA messages not only builds trust, it also reduces distrust.

Click here for the full report.

The Insights Report represents a major piece to the Page Center’s mission — enhancing ethics and responsibility in all forms of public communication. The center solicited proposals on research regarding CSA in 2021. Since then, the topic that has only grown in relevance.

The Page Center is a research center housed in the Donald P. Bellisario College of Communications at Penn State. It has granted more than $1 million in research funding to more than 300 scholars since its founding in 2004. While research themes vary from year to year, the center consistently supports academic exploration into the understanding of principles practiced in public communication.

For more information about the Page Center, its research or its other initiatives, visit thepagecenter.org.