The Role of CSR within PR

Welcome to the next instalment of my blog. In this chapter I would like us to discuss Corporate Social Responsibility. Kotler and Lee [2005, p.3] defines it as ‘a commitment to improve community well being through discretionary business practices and contributions of corporate resources’. If we apply this to PR it suggests that honesty and fairness are important to the success practice of PR as a business is seen as a role model throughout the community. With this role model status if a business was involved in dishonest practices would this culture filter down? In your opinion is this likely to happen?

Reasons for engaging in CSR may differ. It could be a business related decision such as satisfying customers to become sustainable in the long term or it could be a moral decision such as having a responsibility to the wider community. With the reasons for CSR being different surely the motivation would be different as well? What do you think?

An example of CSR is the Lincolnshire co-operative who are constantly working to improve the local community by providing new services such as the new funeral home opened in Retford and rebuilding the village hall in Horncastle. This could be seen as a morally related decision as they are improving the local community. I believe in this case honesty and fairness are important to the successful practice of PR as profit is not the number one concern and the benefits reach a wider audience. It could be argued that because these activities show the business in a good light there is self interest on the businesses part to participate in it. Do you think businesses are that cynical?

A way to look at what the motive is for CSR is to analyse whether a measure is proactive or reactive. As Lincolnshire Co-op has been proactive in their practices it would support the argument they are honest and fair in their culture. An example of reactive CSR is the tobacco industry who after bad publicity of ill health caused by smoking implemented CSR to try and restore their reputation. In this case this shows that dishonesty doesn’t equal good PR practice. Incidentally if there was a honest and fair message from the tobacco companies to begin with would have a better image?

With CSR responsibility seems to be the key word. At the end of the day businesses are there to produce profits. Is having a good reputation essential to this? The uptake of CSR would suggest that it is and that honest and fair practices help the success of PR. It could therefore be a sign that PR sees it as a way to reduce rumour and speculation.  How much emphasis do you put on honesty and fairness? Is it the tipping factor for you selecting the brand?

Let me know your thoughts, thanks for reading.

References

Kotler, P. and Lee, N. [2005] Corporate Social Responsibility: doing the most good for your company and your cause. Wiley Publishing