CSR & Community Relations


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CSR & Community Relations

  1. 1. Community Relations Introduction to PR MAR15-3
  2. 2. Community Relations <ul><li>Key concepts: </li></ul><ul><li>Social responsibilities of companies </li></ul><ul><li>The company and it’s environment </li></ul><ul><li>The (local) community </li></ul><ul><li>Corporate philanthropy - Sponsorship </li></ul>
  3. 3. The levels of social responsibility <ul><li>Basic level: - pay taxes - observe law - deal fairly </li></ul><ul><li>Organisational level: - minimise negative effects - act in ‘the spirit of law’ </li></ul><ul><li>Societal level: - responsibility for a healthy society - help remove/alleviate society’s ills </li></ul>
  4. 4. Social responsibility <ul><li>Social responsibility: </li></ul><ul><li>Commitment at all levels </li></ul><ul><li>Policy / Vision + </li></ul><ul><li>Verifiable execution at all levels </li></ul>
  5. 5. For example… <ul><li>Co-operative Bank: no finance to oppressive governments </li></ul><ul><li>Body Shop: no animal testing on products </li></ul><ul><li>Singhburton Pubs: environmental consideration/ organic commitment social commitment to local community </li></ul>
  6. 6. But it can also be on a smaller scale… <ul><li>Manufacturing waste responsibility for careful waste management commitment to keep waste down </li></ul><ul><li>Fair marketing Fair representation of products No marketing to children </li></ul><ul><li>Personnel decisions recruitment policies equal opportunities beyond equal ops law personal development </li></ul>
  7. 7. Staff secondment <ul><li>Sending/allowing staff to work on community projects. Usually the salary will be paid while working on these projects </li></ul><ul><li>Staff gain wider experience </li></ul><ul><li>Staff motivation factor </li></ul><ul><li>New insights/ perspective </li></ul>
  8. 8. Other internal projects <ul><li>Environmental commitment </li></ul><ul><li>Resources/Sourcing commitments </li></ul><ul><li>Research benefiting local communities </li></ul>
  9. 9. Some ideas for being a “good corporate citizen” <ul><li>internal policies as discussed before,… </li></ul><ul><li>external policies such as… </li></ul>
  10. 10. Use of facilities <ul><li>Making facilities, such as rooms, photocopying facilities etc available to local charities, interests groups etc </li></ul><ul><li>Cheap </li></ul><ul><li>Gives opportunity to see the company </li></ul><ul><li>+ learn about the company </li></ul><ul><li>Company as a resource - not as a nuisance </li></ul>
  11. 11. Old equipment/Products donations <ul><li>Donating old equipment, surplus stock etc to charities </li></ul><ul><li>Cheap </li></ul><ul><li>Less obvious than other strategies </li></ul>
  12. 12. Training for the local community <ul><li>Providing cheap (or free) training to the local community </li></ul><ul><li>Usually requires commitment over a longer term </li></ul><ul><li>Can be very rewarding for both staff and trainees </li></ul><ul><li>Company becomes a resource for the community </li></ul>
  13. 13. Open Days <ul><li>Special days in which the public can see the company, facilities, what is being done “Fun day” for both local community and staff </li></ul><ul><li>Cheap(ish) </li></ul><ul><li>Popular with children/educators </li></ul><ul><li>Staff motivation factor </li></ul><ul><li>Good for recruiting </li></ul><ul><li>Shows how company operates </li></ul>
  14. 14. Visitor Centres <ul><li>Special ‘centres’, or exhibitions about the company, special attractions etc. </li></ul><ul><li>Expensive - but more continuous than open days </li></ul><ul><li>Provide local employment </li></ul><ul><li>Give continuous insight into the company </li></ul>
  15. 15. Sponsorship <ul><li>Connected to ‘real’ community relations </li></ul><ul><li>… but often less philanthropic in their aims </li></ul>
  16. 16. Community sponsorship <ul><li>Local education - books and computers </li></ul><ul><li>The arts - opera and theatre - concerts - exhibitions </li></ul><ul><li>Charities - local or national charities - voluntary bodies </li></ul>
  17. 17. Community sponsorship <ul><li>Awards - such as “young entrepreneur of the year” - literary etc </li></ul><ul><li>Community events - local carnival - local festivals etc </li></ul>
  18. 18. Wrap up… <ul><li>Increasing incomes - freedom of expression of customers: - increase in focus on socially responsible companies </li></ul><ul><li>It is simply no longer enough to simply obey the law </li></ul><ul><li>The ‘company image’ is more than just a good logo, slogan and website - it is also commitment to social causes </li></ul>
  19. 19. Wrap up… <ul><li>Community relations are good for </li></ul><ul><li>(Local) community - sees the company as a resource and not nuisance </li></ul><ul><li>Staff - motivates staff - makes staff proud to be part of the company </li></ul><ul><li>remember: staff are also part of the local community </li></ul>
  20. 20. Wrap up… <ul><li>Can be in the form of: </li></ul><ul><li>Gifts and donations </li></ul><ul><li>Sponsorship </li></ul><ul><li>A mix of both </li></ul>
  21. 21. Wrap up <ul><li>Reward the company with… </li></ul><ul><li>Good public image </li></ul><ul><li>Good opportunities for recruitment </li></ul><ul><li>Good will in the (local) community </li></ul>
  22. 22. Question for assignment <ul><li>Format of report: No special format required (such as type face, size etc.) but: - report should look professional - be written in a professional manner - be practical and applied - draw on examples </li></ul>
  23. 23. More questions? <ul><li>Please remember to email your assignment questions to: [email_address] </li></ul>