CSR = PR?

It's no news that both every person and every company are part of society. They can't live or operate in isolation from the rest, at least in most cases. So how much individuals and businesses owe to the society? Maybe the main and only responsibility of profit-seeking companies is to make money?

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

Choosing your neighbours

Some people say that life is a series of choices. Every day is a marathon of choices: we choose what to wear, where to go, what to say, what to do. That's an interesting - although not incorrect - view on life. Yes, we make myriads of choices but can we choose everything? Certainly, there are some things that we cannot choose.

We cannot choose our parents, for example. But what about our neighbours?

To continue the story on luxury shops in Vilnius, I'd like to show you two outlets that rub shoulders - or rather shop windows - in the very heart of the Old Town. I don't need to introduce the label on the left (see the picture below). The one on the right is a grocery store of a Lithuanian retail chain. It runs supermarkets and no luxury shops.

My question is does the luxury shop (and its posh customers!) feel comfortable about such neighbourhood? And can it - or did it have a choice to - do something about it? I believe it can and it did. But let me know your opinion.

Vilnius, April 2007. Photo by Gediminas Zilinskas

Luxury sale

It's about time for bad marketing cases. Vilnius has a number of luxury label shops, especially in the Old Town. Some people say that they are simply money-laundering outlets. I don't know whether it's true or not but a couple of weeks ago I saw a marketing tag on a fancy dress shop window that made me laugh out loud.

Its was just two words written in a "luxurious" font. And the promotional slogan said: "Luxury Sale"!.. Unbelievable. That's something that hit me as an example of lack of common sense, not to mention marketing knowledge or insights.:)

Needless to say, luxury goods and sale discounts do not fit together. Or am I wrong? Maybe not as a week later the "sale" was gone. Wonder why?..

Vilnius, April 2007. Photo by Gediminas Zilinskas

Congratulations! You're one of the few people

When I went to Paris for the New Year's celebration, I noticed a series of close-up portraitures on outdoor billboards all over the city centre. It intrigued as the bus stops and other stands were decorated with faces of the young and beautiful. Men and women. And no text to explain the idea of the faces. Except for the two lines printed in a tiny font. Awkwardly placed on the models' eyes.

To read the two lines, you had to come up close to the faces. The text in French read: "Congratulations, you're one of the few people who have the courage to come close to HIV-infected people."

I was bewildered - the idea of this social advertising campaign is 100% smart. And it does get the message across. You read the lines once and then you understand what's behind all those faces throughout Paris when you see them again. A series of faces, a variety of looks. The authors of this campaign deserve the highest praise!

Paris, December 2006