Communicating Social Impact as a New Trend in Corporate Reputation Management in the Light of Contemporary Political and Social Challenges

The tide of the 2008 economic crisis strengthened social and political movements that ask about the current form of the capitalist system and the practices of large corporations. For the latter, this means a significant reputational challenge. In facing it, companies are improving their corporate social responsibility (CSR), corporate citizenship (CC) and public relations (PR) policies, and deploying new forms of strategic management and communication. One of them is the trend of management and social communication of companies’ social impact, bringing together the CSR, CC, PR and humanistic management approaches.