The subject of corporate social responsibility (CSR) has been more and more discussed over the last couple of years in Lithuania. International organisations, such as the UNDP, promote CSR among local businesses and encourage them to become ambassadors of CSR principles. It's all very welcome. However, in the initial stages of its awareness and implementation, CSR is sometimes understood as simply part of a company's public relations (PR) programme.
Be it as it may, CSR and PR are closely interrelated. Just like anything within an organisation is relevant to PR. If company management want to maximise the effects of their efforts, decisions, etc., they must employ proper communication. Every action must be supported by communication/PR in order to avoid potential misunderstandings, minimise adverse effects and gain public support.
Adhering to ethical business principles, respecting human rights in the workplace, addressing environmental issues and supporting those in need are the fundamental principles of CSR. Where does PR fit in here?
There are a few companies in Lithuania that eagerly participate in public events and show how socially responsible they are. I've listened to presentations where company managers pride themselves in their CSR programmes. Sometimes I get a strange feeling that - judging from those presentations and the pathos in which they are made - CSR is just PR: we care about our employees' welfare, about the environment, we don't tolerate corruption, etc. Where's that dividing line between CSR and PR?
Some four years ago when I worked for a professional services firm, we, the marketing team together with our advertising agency, produced next year's branded calendars with drawings by children from a child-care home. Each month of the year was illustrated by a drawing done by a disadvantaged child. We wanted to acknowledge authors of each drawing, however, the children were too embarrassed and we were asked not to put their names on the calendar. In return for the drawings, we provided one-off financial support to the institution and brought those kids chocolates for Christmas. We also said on the calendar that the firm provided support to the child-care home and invited others (clients and business contacts) to do so too (details of the institution were given on the calendar).
In the beginning I wasn't sure if acknowledging the firm's support to the child-care home on the calendars that were sent to clients was an appropriate thing to do. But my account manager from the ad agency persuaded me: why should anyone be ashamed of the good things that they do? It's a good thing to DO good things so why should it be a bad thing to SAY that one has done a good thing?
On 22 May, I will attend an interesting seminar where these issues will be discussed by a CSR and PR expert in more detail: www.vcc.lt/en/csr_en
Lewis, US, July 2006. Photo by Giedrius CP
2 comments:
Hello Giedrius
first of all: Great topic!
I wrote quite a big paper on CSR some while ago.
THE main thing about CSR is that it can NOT be seen as a PR-tool, not at all. There are similarities between CSR and PR, that is a given fact. Nevertheless, CSR goes further where PR seems to end.
CSR can only be successful when it is implementen in the highest leve of management and all levels of management. Moreover, to be Socially Responsible, CSR needs to be implemented in the company's policy. "PR is as well you can say" and I would fully agree. But CSR is a policty tool and not a PR tool. You could say, CSR goes further and deeper, PR is a tool to help CSR and not vice versa. Where as companies see CSR as a PRtool they will not fully succeed in their CSR-approach.
It would take at least 18 pages to fully explain myself. The paper I wrote was based on the Green paper of the European Commission, dpt Social Affairs and Employment and wants to promote a European Framework for CSR.
You can read many books on this topic. All authors that are into CSR and PR will tell you the same. It is not a PRtool. You can not claim to "be CSR" just through PR.
If you would like to get more (detailled) information, I ll gladly provide you with my paper on this.
Keep up this GREAT topic
Sincerely
Philippe - Bachelor Communication Management, Public Relations & Information, Belgium
Interesting article. My opinion is that CSR should not be a PR tool, but the reality is that many companies use their ethical and environmental achievements to get media coverage and to build their "Green" reputation. Can this be changed somehow? Maybe with time, when all corporations will understand the importance of CSR and how crucial it is nowadays to think through all the implications of our activities (ex. environmental consequences). When developed properly, CSR automatically has a positive impact on the company, on so many levels, so starting the whole process just caring about the publicity that could come out of it is quite pointless. I have recently written an article on whether CSR is a PR tool or not and I would be really interested in your comments: http://ethicalblabing.wordpress.com/2012/11/30/csr-pr-tool/
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