Pr and Csr

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PUBLIC RELATIONS AND CORPORATE SOCIAL RESPONSABILITY

INDEX

Introduction: Corporate Social Responsibility and PR…………………………………………………………....2

Public Relations and CSR……………………….................3

CSR and stakeholders’ expectations……………................3

Evolution of CRS and different concepts……….................5

Role of PR firms and PR tools for CSR……………...........6

The impact of CSR on business and society…………........6

Practices on CSR between businesses………………..........6

CSR management skills……………………………….........7

Convergence and Transparency of CSR Practices and
tools…………………………………………………….........7

How Corporate Social Responsibility communicates? …..8
CSR today in practice…………………………………………..9 References………………………………………………….14

Corporate Social Responsibility and PR

Public relations means different things to different people. To the skeptics, the more limiting or even negative interpretations of CSR and public relations use the terms "green wash", "spin" or self-glorification. In this context the question frequently arises whether corporate social responsibility can ever be a serious topic for traditional PR consultancies, especially those that focus predominantly on short-term crisis management. PR firms are widely synonymous with polished marketing and single-minded image positioning — but then CSR is not just about "looking good." The essence of professional public relations practice is to apply communications to help an organization to develop and maintain reciprocal relationships with stakeholders (publics) that can influence their futures and their businesses PR firms are an interface between corporations and their publics. They are an important broker between companies, NGOs and governments, advising companies on how to make their partnerships work. Communicating a thoughtful strategy for responsible and sustainable business is meant to ensure that the meaning and scope of CSR will be extended to all stakeholders and a larger social community base. According to their expectations international business leaders must fully commit to sustainable development and address paramount global challenges, including climate change, the provision of public health care, energy conservation, and the management of resources, particularly water.

Public Relations and CSR

Public relations supposes the critical link between corporations and its stakeholders. That is why communication and public relations are a vital factor for the success of Corporate Social Responsibility. The relationships and partnering with stakeholders (i.e. governments, NGOs and other organizations) is the core of CSR practice. We have to know for understanding all, that a company has a clear responsibility to the stakeholders (society) beyond its shareholders (investors). CSR is evolving and taking greater importance; because of it public relations companies are moving quickly to recognize CSR as a new business dimension and are establishing specifically departments which contribute significantly to creating "business-in-society" interfaces.

There is not a unique and wide accepted definition of CSR, in fact there are a lot , but we can mention some just to have an idea of what is it. •As Frankental notes, corporate social responsibility “is about a company’s long-term footprint on society”. The idea runs parallel to the notion of ‘stakeholder capitalism’ which means that prosperous businesses should give something back to the communities which make their profits possible. •Or as Klaus Schwab (Executive Chair of the World Economic Forum) says CSR incorporates a host of concepts and practices, including the necessity for adequate corporate governance structures, the implementation of workplace safety standards, the adoption of environmentally sustainable procedures, and philanthropy. •de Bakker Groenewegen and den Hond (2005) say that speaking about Public Relations everybody agree that it is referring to the...
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