AbstractsCommunication

PUBLIC RELARIONS, CORPORATE SOCIAL PERFORMANCE, AND CORPORATE FINANCIAL PERFORMANCE - TRIANGULAR RELATIONSHIP IN A GLOBAL VIEW Hsin-Yi Yeh 352-328-5883. [email protected] /* */ Department of Public Relations Mary Ann Ferguson Master of Art June, 2009 Today, corporate social performance (CSP) has become an expected and required practice for many corporations, and therefore CSP?s contribution to corporate financial performance (CFP) has been intensively discussed. The link between CSP and CFP has been widely studied among researchers and managers for the past several decades. My study here therefore also provides a solid result for future research conducted by University of Florida regarding CSR matters. The study also generates implications for the current financial downturn. As the Economist (2009) pointed out ?consumer interest in companies? sustainability credentials remains strong in spite of the recession,? CSP therefore becomes more essential for companies to increase their chance for surviving the current crisis and succeeding in the future. In this regard, my study here confirms CSR?s importance in today?s financial downturn as scholars agreed.