Welcome to Scribd, the world's digital library. Read, publish, and share books and documents. See more
Standard view
Full view
of .
Save to My Library
Look up keyword
Like this
2Activity
0 of .
Results for:
No results containing your search query
P. 1
Cynics might dismiss “Corporate Social Responsibility” as mere “public relations”, but they are wrong.

Cynics might dismiss “Corporate Social Responsibility” as mere “public relations”, but they are wrong.

Ratings: (0)|Views: 254|Likes:
An essay for the 2012 Undergraduate Awards Competition by Robert Humphries. Originally submitted for Management Science & Information Systems Studies at Trinity College Dublin, with lecturer John Quilliam in the category of Business & Economics
An essay for the 2012 Undergraduate Awards Competition by Robert Humphries. Originally submitted for Management Science & Information Systems Studies at Trinity College Dublin, with lecturer John Quilliam in the category of Business & Economics

More info:

Published by: Undergraduate Awards on Aug 31, 2012
Copyright:Attribution Non-commercial

Availability:

Read on Scribd mobile: iPhone, iPad and Android.
See more
See less

05/13/2014

 
Cynics might dismiss “Corporate Social Responsibility”as mere “public relations”, but they are wrong.
 
Corporate Social Responsibility (CSR) has been around formany years but has only in the last few decades started toraise its head as a real issue due to climate and culturalchanges globally. CSR is about how a business deals withsocial, environmental and internal issues which affect allstakeholders in the business including the wider community.Companies nowadays cannot just go on producing goods andservices without addressing the impact they might be havingon the environment or society as a whole. The currentrecession is a prime example of how large corporations can actirresponsibly and the need for CSR to be in-built into thebusiness model. Many larger companies set aside resources todeal with social responsibilities and release reports on howthey are contributing and are aware of the impact they haveon the world.CSR is used as a public relations tool and is very effective atcapturing certain markets with its green aura but I alsobelieve that CSR was created to bring about real change andnot just to bring in new business. The areas which I willexplore are as follows:
 
CSR and modern businesses
 
How CSR boasts good Public Relations
 
Forms of CSR
 
How Public Relations are used to boost a company’s
reputationAlthough many companies may feel that they are acting in asocially responsible way, they still need to make efforts anddraw up procedures to respond to crises that may occurthrough human error or through misconduct. The Exxon Valdez
which spilled “250,000 barrels of oil
(ExxonMobil, 2009)
i
, into
 
Alaska’s Prince William Sound back in 1989 is an example of 
how companies can act irresponsibly and the need to employCSR. The company had some set procedures in place for an
accident of this magnitude but didn’t react quick enough or
have enough resources when the real crisis happened. Local
habitats were severely damaged and the company’s reputationwent into disrepute. The “world's media had
piled in to beginextensive coverage
ii
” of the event, which also shows that the
media can work against a company as well as in favour of them. This accident highlighted the need for ExxonMobil to re-evaluate its procedures and to prevent further accidents othis scale from happening in the future. It takes a largeaccident like this for companies to realise that current
protocols aren’t enough and more CSR needs to be employed
to guarantee that nothing like this ever happens in the firstplace.Nike is another example of a company who have given intopublic pressure and had to re-evaluate their productionmethods in order to meet social standards. Over the years,Nike has been given bad press for allegedly exploiting workersin developing countries and not acting socially responsibly. Togenerate a good brand image and good public relations Nikehave enforced codes of conduct and over hauled their contractfactories.
“We've run the course
- from establishing codes of conductand pulling together an internal team to enforce it, to workingexternal bodies to monitor factories and engaging with
stakeholders.”
iii
 
(Nike Statement)This shows how CSR and public relations combined can bebeneficial to all stakeholders within the firm. This revival of press has benefited Nike and given the brand a cleaner moresocially aware title. In this case, cynics are right as Nike hadto reform its systems and re-evaluate its social procedures
 
due to pressure from the external media and public pressure.CSR in this case was mere public relations.Some companies use CSR and public relations in conjunction togain new customers who want to follow socially responsiblecompanies and to buy products/services which they deem tobe eco friendly. Apple is a company who have used this totheir advantage and recently re-vamped their Macbook line of notebooks to be more environmentally friendly. The design isalso more beneficial to the environment as the material are allrecyclable and therefore have less of an overall impact. Thisdismisses the claim of cynics that CSR is mere public relationsas Apple is making an effort to reduce its impact on theenvironment while making a profit. Apple states that they are
“The world’s greenest line
-
up of notebooks”
iv
. It also states
that they are “Highly r
ecyclable and even more energyefficient, the new MacBook Pro notebooks are designed with
the environment in mind”
iv
. In my mind, more companies needto be turning their focus in this direction to help the widercommunity while simultaneously keeping their mind on theend goal, profit.The current recession was a result of the banking industry as awhole conducting business irresponsibly and without thinkingthat there were results to greed. It started back in early 2008when big mortgage and banking firms were loaning out huge
sums of money to people who couldn’t afford to pay them
back in their entirety. These were called sub-prime loans andthey were being given out very easily due to over-inflatedhouse prices. People with these loans started to default andthe banks took the hit. Lehman Brothers was the first firm to
go bust and wasn’t bailed out by the government. This caused
a ripple effect around the globe with international tradeslowing down and unemployment starting to spread. Thisshows explicitly how CSR is not mere public relations as the
whole financial industry would have crashed if it wasn’t for

You're Reading a Free Preview

Download
/*********** DO NOT ALTER ANYTHING BELOW THIS LINE ! ************/ var s_code=s.t();if(s_code)document.write(s_code)//-->