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Corporate Social Responsibility CSR is a management model that promotes ethical conduct and values for businesses by creating public relations policies to promote these practices to publics and stakeholders Companies like BP Shell Ford Ricoh and a large number of other multinational and smaller organisations are beginning to or indeed already have taken the concept of Corporate Social Responsibility CSR very seriously With such high profile corporate disasters as Enrons collapse having significant underlying issues of business ethics failures the importance of CSR has certainly been accentuated in recent years These infamous breakdowns in communications and ethics only served to elevate the public discussion about the requirement for higher degrees of financial and corporate governance transparency Pieschek 2003 Environmental groups the media shareholders and government are just some of the major publics setting these such conditions for responsible modern corporate conduct Socially conscientious behaviour can for example take the form of environmental concerns such as Shells sustainable development initiatives philanthropic sponsorship such as McDonalds famous junior tennis program or perhaps acknowledgement and accountability such as BPs excellent crisis management after spilling 400000 gallons off Long Beach California CSR is invariably mediated by an organisations internal public relations PR contingent or an external PR consultancy Not only is CSR a public relations concern itself but its usual positive effects assure a comparative ease of future PR efforts Pieschek 2003 describes Organizations with successful CSR programs benefit in many ways by Building brand loyalty Attracting and retaining high quality employees Strengthening partnerships with stakeholders Enhancing credibility with various publics Burnishing the organizations public image Major corporations are showing increased interest in the areas of CSR and PR at present due to the fact that strengthening activity in this area is in many cases suggested to indirectly increase profits enhancing the companys reputation through public acts of social responsibility A corporation can publicly announce a strategic commitment to a sensitive region or issue By
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