This presentation explores a shift in strategic communication research – from a focus on organisational gain to a deeper inquiry into how communication can drive genuine social impact. My earlier work on organisation–public relationships and CSR communication has led to a current focus on how organisations develop and implement shared purpose with stakeholders. While CSR communication has often emphasised business outcomes like consumer loyalty or market share, less attention has been paid to the tangible societal impact of these efforts – fueling public scepticism around the popular claim of “doing well by doing good.” Recent scholarship highlights organisational purpose as an ethical driver of business that aligns with societal goals (Hung-Baesecke et al., 2025). I argue that shared purpose (Rey et al., 2019), co-created with stakeholders, offers a path toward more authentic and impactful engagement.

Drawing on interdisciplinary literature from public relations and management, I will present a case study of a New Zealand-based company (operating in both New Zealand and Australia) to illustrate the role of communication and shared purpose in enhancing positive social impact. I will conclude by outlining directions for future research.