ROLE AND IMPACT OF CSR

(CORPORATE SOCIAL RESPONSIBILITY)

IN
CORPORATE IMAGE BUILDING

DISSERTATION / PROJECT

Submitted to the

AMITY UNIVERSITY RAJASTHAN

for the partial fulfillment of the degree of
Masters in Arts
(Journalism & Mass Communication)

Supervisor Submitted by:

Dr. Tanushree Mukherjee Deepanwita Sil
 DECLARATION

I hereby declare that this Dissertation Project Report titled

“Role and Impact of CSR in Corporate Image
Building.” submitted to Amity School of
Communication, Amity University Rajasthan is a
record of original work done by me under the guidance of
Dr. Tanushree Mukherjee. The information and data
given in the report is authentic to the best of my
knowledge.

This Project Report is not submitted to any other

University or Institution for the award of any Degree,
Diploma and Fellowship or published any time before.
 AMITY UNIVERSITY
RAJASTHAN
N.H. 8, KanthKalwad,
Kant Kalwar, NH-11C,
Jaipur (Rajasthan) 303002
Tel: 01426-405678/283621/283835
Fax: 01426-283836

Date:-

CERTIFICATE
This is to certify that Dissertation Project titled “ROLE
AND IMPACT OF CSR IN CORPORATE IMAGE
BUILDING” has been submitted by Deepanwita Sil
(Enrollment Number: A20380017016) at Amity School of
Communication, Amity University Rajasthan towards the
partial fulfillment of the requirement for the award of Bachelor
of Arts in Journalism and Mass Communication. This is an
original work of student conducted under my guidance.

I wish her best for her future.

Dr. Tanushree Mukherjee

Supervisor
Amity School of Communication
Amity University Rajasthan

AmityCity Office: Amity House, 14, Gopalbari, Ajmer Road,

Jaipur – 302 001, Telefax- 0141-2372489
 Chapter – 1
Introduction

What is Corporate Image: Basically a corporate image

is all about how an organisation, corporation, corporate
company, firm or business presents themselves to the
external public or to the public.

What is Sustainable CSR: When we talk about

sustainability and CSR first we must know the full form
of CSR, and that is ‘Corporate Social Responsibility’. It is
basically a kind of policy of any corporate company or
organisation.

Sustainable CSR: CSR is actually about a company’s

responsibility for the society in the sense of sustainable
business practices. All over we can say that CSR is about
a company’s responsibility and also it’s impact on
society.

For the modern management CSR is becoming more

important and relevant and also it is going exponentially.

To define the aspects of the CSR corporate companies

and the organisations are making serious efforts in their
business activities.
 It (CSR) has a positive effect on the corporate image
of any organisation when a corporate company or an
organisation engages with its economic development,
not only with its economic development but also with
the support of its employees and their families and
also meeting with the needs of the society as a whole.
The fulfilment of the moral principles of the society
is one of the aspect of the corporate social
responsibility...a company or any organisation that
fulfils their moral obligations in respect of their
 employees and clients has a positive image in the
community....CSR is the best way or the best policy
for any corporate organisation or corporate company
to make an amazing and positive image to the public.
 CSR also comes under the terms of the business
ethics, the corporate management and the corporate
accountability. The corporate image can be divided
by two sections – the image in use and the image by
inheritance. The image in use comes as a result of the
targeted activities of the company that are part of its
communication also its management policy with the
community. The inherited image is actually about the
past experiences of consumers which is created freely
in the mind of consumers.
 How we are using CSR policy for building positive
corporate image:
By doing different kind of CSR activities the
organisation shows that they care about the welfare
of the society and also the protection of the
 environment. Compared to the other organisations
that do not develop social activities, organisations
with developed CSR easily make a favourable
corporate image to the society. Now a day’s most of
the organisations use CSR policy or they use CSR as
a tool of building positive corporate image to the
external publics or to the general public. CSR has a
great and positive impact on the reputation and
corporate image of the organisation. As the
expectations as well the requirements of consumers
are increasing, CSR is becoming one Of the most
important and best activity for the companies or the
organisations in emerging markets..

CSR policy is also beneficial for the risk management of

any corporate organisation, specially the risks that comes
regarding the corporate image of any company. CSR
helps in building communication channels for its
corporate company with its stakeholders by doing various
kinds of socially responsible activities. CSR also helps us
in building communication channels in the community in
which it operates. All over we can say that CSR policy is
very much beneficial for any corporate organization for
communicating with the key audience.

CSR activities are also very much helpful or beneficial to

attract good employees for its company. We can easily
say that a good and effective CSR policy can work as a
quality barometer of future employees in today’s
competitive environment of experts in the different kind
of fields.

CSR activities can be best solution for the risk

management too of any corporate organisation...This kind
of activities always helps us to conduct a great two way
communication as well as a clear communication with its
community and also with its external and with the key
audience through building its positive corporate image.
When we talk about legal and statutory requirements,
CSR policy is very much effective in a positive way for
maintaining legal and statutory requirements. CSR policy
is also very much effective for making good relations
between the external and the internal publics of the
organization.

Through all CSR activities we can make an organization

more trustworthy to its publics or to its community. CSR
helps in making an organization’s image more reliable to
its community and its public.

Sustainable CSR is very much helpful for the sustainable

development of the society and we have also got many
proves from the companies those are using sustainable
CSR in their strategies. Companies those are using this
policy should be geared to the need of external as well as
internal environment.
As I’ve done a deep research on CSR, I got one very
important information and that is CSR is based on three
most important pillars and that is known as Triple-
Bottom-Line, and this theory was formulated in very
early(1996) by John Ellington. Triple-Bottom-Line is
specially based on the social and the economic growth.
The role of CSR in the society also based on three most
important factors and those are – ‘people, planet and
profit’ and these three important factors known as 3P.
Sometimes 3P theory I referred as there different areas or
three different levels. And those are-
 Profit – economic area
 Planet – environmental area
 People – Social area.

As CSR can play more effective role it is very much

important to take into consideration even the
communication of CSR activities of the
organization...From the beginning to work with
company’s stakeholders’ corporate social responsibility
should start communicating the company.
Communicating CSR activities are more powerful and
effective as well, because these kinds of CSR policy
should be directed not only to employees and customers
but also business partners, stakeholders, investors, the
local community and the general public as well.

And after applying this kind of strategies when we come

to see the result, communication of corporate social
responsibility should be carried:
 Externally: with the external environment
 Internally: Employees of the company.

Now we need to explain about the internal as well as

the external environment or what are the basic external
tools and what are basic internal tools of an effective or
powerful CSR policy. As we all should know that
internal environment or tools of CSR is all about or
regarding the employees that works inside the company
or the organization. It is only regarding the internal
publics of the organization. We can easily find the
effective CSR tools inside the organization itself. We
can use our employees those who works inside the
organization in the different fields and we can use their
own ideas and strategies also for making the CSR
activities more effective.

And when we talk about the external environment or

external tools of the organization, it includes all the
external publics of a corporate company...And it can be
the public of its community, the stakeholders of the
company, the society people of the company and etc.
These people play a very important role for making the
CSR policy more effective. Especially these external
people play the most important role in building a
positive and trustworthy image of an organization to its
public by giving their positive feedback about that
particular organization. So for that it is really important
for the organization to maintain a very good and
healthy relationship with its external public, because
they only play the major role in building an good image
through the CSR policy. A corporate organization
should always make such CSR strategies that must
impress of its external public. Because their opinion are
the most important thing for building a great image of
the organization.
1. The internal tools of CSR:
The most critical component of a CSR policy is the
internal communication of the company. Though it
is a two way communication but still somewhere it
is really critical if we start analysing this. The most
important internal tool of an organization is the
employees of the organization. They play the most
important and major role to make the CSR policy
more effective. Sometimes employees help us to
create balance in communication with the external
people. The feature that we must see in a well-
functioning communication is an organization
which:
 Gives us or provides information or links
considering the coordination processes and
continuity.
 Understanding among all employees of an
organization
 Cooperation among all employees.
 Sharing common goals among all employees.
 Promotes the desirable behaviour and attitudes of
employees.
 When it promotes employee loyalty and the
stability of the organization.
 Well researched and operational information
necessary for the performance of work tasks
regarding CSR.
2. The external tools of CSR :
 Websites
 Various types of events
 Conferences and Press releases
 Annual reports
 Labelling products ,their packages
 Presentation of prices obtained under
the CSR.
 Brochures about the company.
 Internet: corporate-blogs etc
 Chapter - 2
Significance of the Study

 The major significance of this study is to know some

new strategies of the CSR policy that the corporate
organizations are applying in today’s world.
 To know about the new trends of CSR policy.
 To know that what new technologies the corporate
organizations are following for making a successful
and effective CSR policy.
 To know about the Importance of CSR policy in
building image and does it works.
 Why this policy is becoming the most important
component in building image of any corporate
organization.
 What kind of strategies most of the companies are
using for making an successful CSR policy.
 Exactly how this policy does helps in image building
of any corporate organization.
 Importance of Corporate image of any organization.
 To know that why it is really important to make a
positive image for any corporate organization..
 Chapter – 3
Literature Review

As much as I have researched and studied the previous

researched theories about this topic, CSR policy is all
about some responsibilities that an organization need to
follow for making a positive and good image to its public.

Now a days CSR is becoming as one of the most effective

tool for building a positive image of any corporate
organization.

How and what kind of CSR strategies are in today’s

market and companies are using this as the most powerful
tool for image building that we got to know through the
deep of the previous research about the topic.
The most important two tools of CSR policy are:

The internal Tool: the employees from the different

fields of the organization come under the internal tool of
CSR. They play an amazing and the most important role
in building image of its organization.

And another most important tool of CSR is the external

tool of CSR.

The External tool Of CSR: it also plays a very important

role in building image of any corporate organization.
Various kinds of websites, corporate blogs, Fb, twitter etc
comes under the external tool of CSR.
 Chapter 4
Objectives of the Study

 To understand that how the corporate organization

developing a positive corporate image through the
CSR policy..
 How does CSR policy works for building a good
image of any corporate organization.
 To understand that what is the proper meaning of
a Corporate Image.
 What can be the factors that can effect or harm
the corporate image and how we can use the
CSR policy to save the positive image of a
company?
 Chapter 5
Research Questions

 How the CSR policy is important for building good

image of any corporate organization?
 What is the definition of corporate image according to
your company?
 What are the most important tools of CSR policy?
 What are the new trends and techniques of today’s CSR
policy?
 What can be the positive effects of a corporate
organization by using CSR policy for building positive
image?
 Chapter – 6
Research Methodology

I will follow the qualitative research methodology in

which I will take interviews of the public relations
officers of the leading corporate organizations.

Interview:
Interviews are considered to be qualitative research
method. The subjective research talks with tries to portray
and implications of focal topics in the existence universe
of the subjects..

Features of Interview:
Meetings are finished by the questioner dependent on
what the respondent says. Interview is an unmistakably
more close to home type of research than polls. In the
individual meeting, the questioner works
straightforwardly with the respondent. Unlike with mail
overviews, the questioner has the chance to ask follow up
inquiries.

Types: Telephonic Interview, Face to Face Interview, etc.

 Chapter – 7
Analyzing

I took telephonic interview from the public relations

officers of two leading corporate organizations/pr
companies of Kolkata. Those are:

1. Orion PR
2. Ad factors Public Relations Pvt. Ltd.

Through the telephonic interview from the pr officers of

these two companies I got a clear and the actual definition
of corporate image that what is the meaning of corporate
image and why we need to maintain positive and good
image to the internal and external public of the
organization.
As the pr officers said CSR policy is mostly regarding the
social responsibilities that a corporate organization have
to do for building a good and positive image.

This kind of social activities can be any kind of social

works like, donating money for the poor children’s of the
society, a little contribution for the NGO and social clubs
etc. The organization should also contribute for cleaning
the environment of its own area etc.
 CONCLUSION

CSR is all about a company’s responsibility for its good

and positive impact on society...it is really an amazing
and powerful tool for building a very good image of any
corporate organization. The internal and external tools of
this policy are really very effective. I got very positive
response from the pr officers about the CSR policy that it
is really important and effective in building a positive
good corporate image.