Purpose: Over recent years, public relations (PR) research has diversified in themes and theories. As a result, PR presents itself today as a multi-paradigmatic discipline with competing ideas of progress that mainly circle around questions of ontology and epistemology, i.e. around defining...

Purpose – Symmetric communication and relationship building are core principles of public relations, which have been highlighted for CSR communication. The purpose of this paper is to develop three different communication strategies for CSR communication in Twitter, of which each contributes...