Evaluation the Websites of Multinational Companies within the Framework of Corporate Diplomacy
, Vol.13
, Fifty-seventh Issue
PP:0-0
Authors:
Dr. Eman Taher Sayed Abbas-Assistant Professor of Public Relations & Advertising,Public Relations & Advertising Department,Faculty of Mass Communication,Cairo University
Associate Prof. Dr. Amal Fawzy Montasser-Associate Professor of Public Relations & Advertising,Public Relations & Advertising Department,Faculty of Mass Communication,Cairo University
Abstract:
This study aims to analyze how multinational companies utilize their websites as a communication tool to enhance corporate diplomacy, focusing on the relationship between Corporate Social Responsibility (CSR) and corporate diplomacy. It also evaluates the efficiency of these websites in fostering interaction with external stakeholder groups. The study is based on Carroll's three-dimensional model of CSR (1979–1991) and the dialogic theory of public relations (Kent & Taylor, 1998) to assess the extent to which companies adhere to the economic, legal, ethical, and discretionary dimensions, as well as the effectiveness of two-way engagement with the public. A content analysis methodology, both quantitative and qualitative, was employed to examine the websites of 30 companies from Fortune's 2024 list of the World's Most Admired Companies. The findings reveal that corporate diplomacy is practiced implicitly through communication policies that promote sustainability and strategic partnerships, with relatively little direct engagement with governments. The study also highlights a gap between current practices and the theoretical concepts of corporate diplomacy, suggesting the need for more comprehensive policies based on artificial intelligence and sentiment analysis to enhance interaction.
Key Words:
Corporate Diplomacy, Business Diplomacy, Corporate Social Responsibility, Websites, Multinational Corporations.
Research Language:
Arabic
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