Resilient Modelling for Sustainability Communication: Developing an Adaptive Organization Sustainability Communication Model (OSCM)


This paper reports on the development of a theoretical model for understanding corporate communication about sustainability issues to address the identified need for such a model (Bittner-Fesseler & Weicht, 2020) and to enable organizations, including those in higher education (Katiliute et. al., 2014), “to understand the possibilities and conditions of communication processes about sustainability and its underlying concepts, to recognize its deficits and to analyze and develop it conceptually” (Godmann & Michelsen, 2011, p. 9). A literature review was conducted on different definitions and perspectives of sustainability communication, corporate / organization sustainability communication, and integrated sustainability communication to identify elements that could constitute the components of an Organization Sustainability Communication Model (OSCM) (after Ki & Shin, 2015). Developing McDonagh’s (1998) early work on a model for sustainability communication a simple OCSM building process was then devised for collecting, comparing, associating, and categorizing data into components with essential elements identified to constitute an Organization Sustainability Communication Model. Seven components were identified and used to produce the model that is represented diagrammatically with a detailed commentary on its use to identify the best approach for the organization’s sustainability communication. The paper concludes that to successfully implement and practise OSCM, further necessary investigations should include, among others, testing of OSCM in organizations in different countries, principles for resolving conflicts arising from different interests in sustainability, variables such as industry type and firm size, and the abilities and traits needed by organization communicators to provide effective sustainability communication.

Author Information
Kwok Pak Keung, Lufier Consulting, Hong Kong SAR

Paper Information
Conference: PCE2022
Stream: Education

This paper is part of the PCE2022 Conference Proceedings (View)
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To cite this article:
Keung K. (2022) Resilient Modelling for Sustainability Communication: Developing an Adaptive Organization Sustainability Communication Model (OSCM) ISSN: 2758-0962 The Paris Conference on Education 2022: Official Conference Proceedings
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Posted by James Alexander Gordon