Corporate social responsibility is not just doing appropriate thing because it is correct. It also produces indirect and direct business advantages and benefits to the corporations that adopt it (L’Etang and Pieczka, 2006). In synthesis the advantages and benefits that corporations achieving the initiatives of corporate social responsibility is produced by higher loyalty of customer; higher employee retention and loyalty; less litigation; higher quality of services and products; eliminating state regulation; supporting reputation and image of public and enhanced value of brand; less volatile value of stock and achieving legitimacy and access to markets.
Another major benefit of CSR is enhanced efficiency of organization (Matten and Moon, 2005). Green practices such as reusing, reducing and recycling waste can lower down costs. Being ethical also supports wide fines for unethical behavior including discrimination charges and lawsuits of class action because of inaccurate financial reporting. Charges of sex and age discrimination are the two major sources of lawsuits against organizations. An organization with a good reputation for CSR will gain the concentration of people who want to work for the organizations.
According to Dubrin (2011) Corporate social responsibility is handled always by practitioners of public relations for ends of public relations and therefore CSR is assumed as a part of the portfolio of public relations and as a technique to set up relations with specific groups and to enhance reputation with major stakeholders. Specifically practitioners of public relations are responsible for managing the activities of CSR and recognizing similar messages, publics and objectives.
Thus CSR has become necessary to public relations because such programmes provides the opportunity to build goodwill by promoting the company benefits to its stakeholders such as CSR delivers target audiences to those handling corporate image.
- Dubrin A J (2011), Essentials of Management, Cengage Learning, USA, pp 108.
- L’Etang J and Pieczka M (2006),“Public relations: critical debates and contemporary practice”, Lawrence Erlbaum Associates, New Jersey, pp 414.
- Matten, D., & Moon, J. (2005). A Conceptual Framework for Understanding CSR. In A. Habisch, J.Jonker, M.Wegner & R. Schmidtpeter (Eds.), Corporate Social Responsibility. Across Europe, Heielberg: Springer Berlin
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