Communicating CSR – the Lasswell’s model approach
Model komunikacji CSR w świetle podejścia H. Lasswella

Summary/Abstract: For years Corporate Social Responsibility has been area of interest for both theorists and researchers. CSR is a rapidly developing business strategy and not simply a theory in the management literature. Different authors offer a multilevel and multidisciplinary theoretical framework and empirical research that analyse, synthesize and integrate the CSR area at the institutional, organizational, and individual levels of analysis. The author of the article tries to answer what are consumer needs as far as communicating the CSR activities is concerned. The Lasswell’s persuasion model was chosen as a background. The method used in the paper is analysis of existing research. It was purposeful selection of the sources of CSR research – fitting to the Lasswell’s model elements and tolerably recent time of publishing. This article is an attempt to gather outcomes from several studies and combine it into one compact theory that has features of integration (a primary attempt to something that may be carefully called meta-theory).

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