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BUS407 Chapter 13 CSR and Community Relations
BUS407 Chapter 13 CSR and Community Relations
BUS407 Chapter 13 CSR and Community Relations
Corporate Social
Responsibility (CSR)
and Community
Relations
(Corporate
Citizenship)
Community
Relations
9
10
Defining CSR
Socially accountable
11
Defining CSR
Social aspects
Environmental aspects
Economic aspects
12
13
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15
16
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Video #1: What is CSR?
https://www.youtube.com/watch?v=1bpf_sHebLI
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Question:
What is CSR?
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CSR: Triple Bottom Line
People
• Social and labour issues
Profits Planet
• Environmental care
Triple
bottom
line
Profit
• To generate income
Planet People
20
Table 13.1. Approaches to Corporate Social Responsibility
Approach to CSR Main vehicle Managerial responsibility Primary stakeholder audience
Community relations
Secondary stakeholders:
Charitable Charitable donations officer/team (as part of
communities
corporate communication)
PR and events managers (as Primary stakeholders (including
Public relations campaigns and
Promotional part of corporate customers) and the general
events
communication) public
Source: https://stories.starbucks.com/uploads/2020/06/2019-Starbucks-Global-Social-Impact-Report.pdf 23
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Defining Corporate Citizenship
Legal Ethical
responsibilities responsibilities
Economic Established by
responsibilities shareholders
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Defining Corporate Citizenship
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CSR Codes
Developed by business
associations, industry groups
and multi-stakeholder
coalitions
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Video #3: Corporate citizenship
https://www.youtube.com/watch?v=YPPFjoeykmM
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Communicating
Corporate Social
Responsibility
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CSR Communication
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Video #4: Greenwashing (up to 4’50”)
https://www.youtube.com/watch?v=mOpa8kd6fBI
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CSR Reporting and Dialogue
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CSR Reporting Guidelines
Set clear objectives
• Demonstrates the company is serious about CSR by setting clear objectives for social and environmental
performance annually, and by systematically reporting on the results achieved afterwards
Set progressive objectives
• Objectives are progressive in bringing new aspirations and standards to bear upon business operations instead of
regurgitating of existing practices that may be seen as socially and environmentally viable
Involve stakeholders
• Objectives and targets include issues that are relevant to stakeholders, and are linked to clear benchmarks and
standards (at the industry and policy level)
Report transparently
• Reporting in an honest, transparent and full-scale self-assessment instead of a polishing of performance data
Accountability
• Performance data are rigorously assessed and verified by credible auditors (accountants or consultants).
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CSR Reporting
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Community Relations 36
Community Relations
Impact on reputation
37
Target Community Impact: https://corporate.target.com/corporate-responsibility/community-impact 38
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Table 13.2. Characteristics of Old and New Approaches to Community Relations
Idiosyncratic
implementation dependent Specific approach of
Wide-ranging approach
on requests from fostering productive
General approach driven by mission, values
community leaders or workplaces, linked to
and multiple stakeholders
managers’ personal competitive goals
networks 41
Figure 13.1. Elements of a Community Relations Programme
Partnership
Level of Alignment
commitment between
Volunteering
to programme
community elements
Philanthropy
42
Conclusion
Corporate
social
responsibility
Corporate
communication
Community
relations
43
Chapter 13
Corporate Social
Responsibility (CSR)
and Community
Relations