A new issue that has emerged in recent years within corporate communications departments is a company's social responsibility record. While corporate communications executives once focused on communicating with shareholders, the government, and employees, they now have a new group of people to be concerned with; those who want to know what a company is doing about a host of social and environmental issues.
In case you aren't familiar with the term corporate social responsibility, or CSR, it refers to the social and environmental record, policies, and practices of a business. The idea of corporate social responsibility gained popularity in the mid 1990s, when celebrity figure Kathy Lee Gifford's clothing line was alleged to have been produced by the use of child labor. Other corporate scandals, such as the Union Carbide Corporation incident in Bhopal and the Exxon Valdez oil spill have drawn attention to the issue of what responsibility businesses have with regard to the treatment of people, communities, and the environment.
So how does CSR fit into the role of a corporate communications professional? While many large businesses have a dedicated CSR division that develops policies and practices for a company, corporate communications specialists are still very much involved in how a company's policies, practices, and progress against stated CSR goals are communicated. For example, Ford Motor Company issues an annual report on its CSR efforts. A corporate communications professional will likely have to learn about these issues and how best to communicate them to various stakeholders, such as shareholders, customers, consumer advocacy groups, and socially responsible investors. Know this. It will stand you in good stead by way of accountability and responsibility.
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3 comments:
I strongly believe that Corporates MUST no longer look at it as a corporate social responsibility but a Corporate Responsibility. What do I mean? We must be giving not because the society requires it but, it is our responsibility towards the world as an entity. It should not just be focusing on society but mother earth and I think this is where corporate communication can play its role well.
Most corporate websites have a very good write up about CSR as part of their company activities – Credit to the writer. It is just a “good write up” but they will not take action and never want to do anything about it. It is just part of the menu in their corporate website to look good.
Corporate Communication role is making sure the budget will spend accordingly and wisely as in helping the needy. It shouldn’t be part of A&P activities to create awareness in promoting anything. Involving media is unnecessary.
With Confidence,
Samantha Siew
A Member of outLOUDers - No.1 Confident Community
CSR is a very good initiative for every corporate company. However, it's better when CSR is practiced continuously & consistently. It's the responsibilities of everyone in this world to contribute something to the society, especially for those who need help. It's not just a corporate communication responsibility. The social responsibility is not just referring to provide financial aids, but it's beyond that. For example, we need to care and show our concern by helping disabled, orphanage or poor kids to develop their knowledge, skills, lifestyle, way of thinking, etc.
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