Exploring political corporate social responsibility: a qualitative content analysis of multinational corporations' diplomacy efforts during the Russia–Ukraine war

Purpose Using political corporate social responsibility (PCSR) as a theoretical framework, this study aims to examine how multinational corporations (MNCs) can function as nonstate actors in public diplomacy efforts during the Russia–Ukraine war. Design/methodology/approach A thematic analysis using qualitative content analysis was conducted on 98 new releases from the websites of the top 50 MNCs listed in the Fortune Global 500. Findings The findings indicate that MNCs elucidate their initiatives aimed at providing a secure environment for war victims through their news releases, with notable variations in responses based on the companies' geographical location. MNCs also mentioned strengthening the power of public authorities by rebalancing power dynamics between governments and intergovernmental initiatives under war conditions. Originality/value This study is one of the first empirical investigations to research corporate diplomacy and explore the theoretical implications of PCSR for corporate diplomacy.