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COMMUNITY RELATIONS
 Community Relations & PR
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Community relations is a subset of PR

Community relations is the methods companies use to
establish and maintain mutually benefecial relationship
with communitiies in which they operate.
Community refers to anyone affected by company
operations.
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The Benefits Of Community Relations??

 CORPORATE SOCIAL RESPONSIBILITY
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CSR CASES :
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CSR CONCEPT

CSR is an evolving concept that currently does not have a

universally accepted definition.

 World Business Council For Sustainable Development

(WBCSD, 1998) :

“ CSR as a business commitment to contribute to

sustainable economic development, working with
employess, their families, the local community and society
at large to improve their quality life”
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CSR CONCEPT

In General :
 Creates value socially, ecologically and
economically  as the 3 Ps : People, Planet and
profit.
 Plays a role in all company processes, from
purchasing to marketing and from production to
human resources management.
 TRIPLE BOTTOM LINE CONCEPT OF
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CSR
(John Elkingston)
Economic
Prosperity

Evironmental
Social Justice
Quality
(People)
(Planet)
 z Economic Prosperity  Profit

 Economic impact through

Financial profit and business process, such as
economic growth outsourcing, knowledge
innovation and social
investment.

 Intelectual property rights,

patent and trademarks

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 z Environmental Quality  Planet

 UN convention on biodiversity  Greenhouse gas

 conservation and use of and global
genetic material & technology
warming
transfer

 Treatment and  Recycling and

reduction of waste  Eco efficiency reuse of materials
water

 Protection of forest
resources.
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Social Justice  People

 Labor rights   Right to work 

equal opportunities, protection againts
minimum wages, unjustified dismissal,
health & safety, etc training, etc

 Right to hold opinions  Right to privacy 

 freedom expression, personal
thought, conscience and information,
religion, etc
surveillance, etc.
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The Principles Of CSR

Sustainability
 concerned with the effect which action taken in the present has upon the options
available in the future

Accountability
 concerned with organisation recognizing that its actions effect the external
environment.
 Implies a reporting to external stakeholders of the effects of action taken

Transparency
 all effects of the actions of the the organisation should be apparent to all
from information provided by organisastion
 Why CSR Become Important ??
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 Sustainable Development
 Human kind is using natural resources at a faster rate than they are being replaced. If this
continues, future generations will not have the resources they need for development.
 CSR is entry point for understanding sustainable development issues and responding to
them in a firm’s business strategy.
 Globalization
 CSR can play vital role detecting how business impacts labour conditions, local communities
and economies and what steps can be taken to ensure business helps to maintain and build
public good.
 Business Tools
 Can reduce the risk of business disruptions, open up new opportunities, drive innovation,
enhance brand and company reputation
 Communication
 advances in communication technology, such as internet, mobile phone, are making it easier
to track and discussion corporate activities

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What Are Relationship

Between CSR and PR??
 z CSR >< PR

CSR Public Relations :

 Involves Fulfilling obligations  Focus on relationship and

to society As comprising expectations between

economic, legal, ethical, organization, their stakeholders
discretionary business and society.
responsibility and the social,  PR as a Communication tools
enviromental and economic
dimension (Caroll. 1979,  Has responsibility to
1999) communicating and promote
CSR program.