Beyond the bottom line: Establishing purpose-driven organisations through communication and creating shared value

Chun-Ju Flora Hung-Baesecke, Yi-Ru Regina Chen, Maureen Taylor

Research output: Contribution to conferenceConference paperpeer-review


1. Purpose of research and research gap: The purpose of this study is to consider the benefits and values a purpose-driven organisation, by integrating the concept of creating shared value, can bring, not only for its shareholders but also for the stakeholders. We explore how public relations and dialogic engagement communication contributes to purpose-driven organisations.
2. Theoretical approach and background: Theoretically, the research seeks to expand and deeper our understanding of purpose driven organisations and the ways in which public relations can contribute to dialogic engagement with stakeholders.
3. Research questions: RQ1: How do organisations communicate purpose at various levels, such as the employee, the organisation, and the societal levels? RQ2: What framework(s) do purpose-driven organisations utilize to create value for stakeholders?
4. Methods: The case study methodology drew on in-depth interviews, annual reports, white papers, website content, conference transcripts, social media posts on Facebook and Instagram, recruitment advertisements, survey results, and media coverage of the focal organization.
5. Key findings: The answer to RQ 1 is that Ryman utilised various communication channels (online and offline) and activities to communicate company purpose with different stakeholders: the employees, customers, village residents, shareholders, and the government. Findings for RQ2 suggests that Ryman adopts the CSV framework to deliver its purpose. The implementation of its purpose creates value for Ryman’s residents, employees, investors, and communities.
6. Practical or social implications: Society expects more from corporations than profits. This paper has practical and social implications because it shows how one organisation is able to influence a sector, emerge as a thought leader and be profitable.
7. Originality and innovation: This is one of the first articles to explore organisational purpose from a public relations perspective. The case study provides deep insights into how one organisation enacts a purpose driven business model and uses public relations for dialogic engagement with stakeholders.


Conference73rd Annual International Communication Association Conference, ICA 2023
Abbreviated titleICA 2023
Internet address

User-Defined Keywords

  • Corporate social responsibility
  • Public Relations
  • Corporations/corporate


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