Corporate Social Responsibility Is Just Public Relations - Assignment Example

Corporate Social Responsibility “CSR is just public relations”. Is this a fair evaluation? Based on diverse arguments presently touted by numerous scholars, it is undeniable CSR roles are far beyond what Public Relations (PR) normally does in an organization (Hack, Kenyon & Wood, 2014). Therefore, it cannot be a fair evaluation by claiming, “CSR is just public relations” because its core roles exceed those of the purported PR. This is quite evident in Werther and Chandle (2011, p. 13) study contending CSR comprises one of the indispensable aspects of any firm’s strategic and operating tools (Benn, Todd & Pendleton, 2010). This is because each time a given firm intends to implement a CSR ought to ensure the implementation process will not bear adverse effects to not only the immediate environment but also the community. This implies CSR’s role is more of sustainability coupled with careful evaluation or embracing pre-considerations before resulting to any intended actions by ascertaining their impacts. This is quite different in the case of PR whose core focus as claimed by numerous scholars in regards to any given entity is merely a “sins’ green washing” strategy (Demmerling, 2014, p. 42). This is because mostly PR while in the quest of evading criticism its practices merely intend to create a disingenuous inkling to the governing body and immediate community. However, the resolution or the sought comfort through PR is a short-lived one because after a certain duration the entity ends up being in bitter row with both environmental and consumer authorities (Demmerling, 2014). Conversely, CSR’s focus encompasses ensuring a long-term relationship, which cannot be equalled to “…just Public Relations” for it includes even disclosing an entity’s activities (Ihlen, Bartlett & May, 2011, p. 2022). This to ensure complete sustainability whose description may assume varied arguments as relayed by Werther and Chandle (2011, p. 15-19), which include exhibiting heightened extent of moral uprightness, being rational in implementing its decisions and economic approach. Hence, enable any given entity or company speaks for itself to the public without resulting to false camouflaging, which is short-lived. From a moral argument, CSR asserts the success of any firm does not solely rely on its own operations but recognizes the existence of the wider society (Werther & Chandle, 2011, p. 15). This is to thrive as well as keep a good reputation such that companies’ goals and anticipations do not conflict with those of the society or respective authorities (Chernev & Blair, 2015). Consequently, shun embarrassing incidences that may force them be out of the market or pay dearly in regaining confidence of their clients. This is because success in terms of ensuring high profitability for any company is like oxygen to humanity whereby devoid of it implies one ends being completely out of the game (Werther & Chandle, 2011, p. 15). Based on rational approach, CSR contrary to PR asserts recognition of any entity as a political institution in ensuring harmonious and health co-existence with the public (Werther & Chandle, 2011, p. 17). Since, in undertaking its varied operations successfully ought to align with anticipations of the public without seeming to use “green washing”, which in most cases the latter is PR’s approach in absolving itself from mistakes that affect the public. This is also encompasses embracing economic approach whereby CSR’s emphasis normally compels firms in conducting their activities in such a manner to reflect respective shareholders’ interests (Werther & Chandle, 2011, p. 18). This is because companies usually exist to serve them but not vice versa. Conversely, PR normally encompasses “blanketing” corporation’s evils in most cases in such a way that few egotistic personalities benefit at the expense of the others’ suffering. This is despite numerous corporations presently still valuing PR experts though they ought to be more integrated in CSR activities as well as upholding policies that will enhance firm’s reputations (Benn, Todd & Pendleton, 2010). To what extent has CSR evolved beyond PR into a strategic tool for organizations to enhance their reputations, strengthen their brands, and gain competitive advantage? According to Werther and Chandle (2011, p. 7), CSR acts as a “vehicle” whose core duties encompass ascertaining obligations, which any given firm has in regards to the immediate society. This is to devise policies and come up with ideas that will ensure managements meet shareholder’s obligations without seeming to incline on either side. Since this helps in safeguarding company’s image or reputation and emerge as a society-sensitive entity though this is only by having mutual benefits to those rely on it (Kaufmann & Panni, 2014). This is also evident in Kaufmann and Panni (2014, p. 26) study whereby they assert CSR since its emergency corporations have utilized it more than PR in safeguarding their respective interests. This is especially when inevitable incidences of social misconduct arise whereby like any other system, a firm that for some time had embraced good CSR can settle disputes through an understandable bargain with the society as it rectifies the situation. Since, its reputation is still intact compared to if it only relied on PR in safeguarding its reputation (Kaufmann & Panni, 2014). Understandable bargain in this case between the firm and immediate society is reliable due to former operations that were satisfying not only to the clients but also the entire society. This mode of embracing CSR and implementing its policies with an intention to realize mutual benefits has numerous benefits to the society, clients as well as determining employees’ attitudes (Glavas & Kelley, 2014). Because it emerges as being honest and reliable thus instils the perception it utilizes the appropriate processes, which in turn translates to producing quality products (Kaufmann & Panni, 2014, p. 26). This consecutively according to Kaufmann & Panni (2014) normally translates to high profitability due to the extent clients have ended up trusting the company’s products thus preferring to buy their products because many deem the firm religiously observes already set ethical standards. Consequently, CSR in such scenarios mainly utilizes its inherent tool to publicize its activities, which societies could have perceived otherwise in case of PR. Because through CSR, society is even aware and by what extent a given firm operates compared to relying to PR, which may be in the business of “Green washing” (Werther & Chandle, 2011). Presently, numerous firms are more than willing in implementing CSR in their quest to strengthen own brands. This is without even lured through tax exemption by respective authorities especially at their national level for they are aware of its impacts (Ang, Idowu & Kim, 2014, p. 186). Mostly, they allocate certain portion of their funding to conduct CSR activities at least twice during their operating periods. This is evident in the way numerous have confessed how this commitment has enabled them strengthen own respective brands, which could have been impossible if they relied on advertisement or just mere PR alone Ang, Idowu & Kim, 2014). Similarly, Wolf, Issa and Thiel (2014, p. 270) in the same context have supported how CSR compared to PR has tremendously evolved in strengthening firms’ brands. Because in this case especially presently its role is to minimize the distant evident between the brand and clients, which helps them recognize promise magnitude (Wolf, Issa & Thiel, 2014). Therefore, firms end up shunning uncalled for conflicts by stakeholders because each entity normally aligns with own intentions or initiatives with those of varied parties. Through this, firms achieve the following, which could have been impossible with PR and advertisement alone (Wolf, Issa & Thiel 2014) 1. In aligning “Talk with the Walk” as claimed by by Wolf, Issa and Thiel (2014, p. 270). 2. Maintain a long strategic view of all their actions and impacts. 3. Exhibit a heightened level of sensitivity to how company’s operations affect the world. 4. Involve all shareholders besides maintaining their clients’ loyalty (He & Lai, 2014). 5. Commitment and responsibility (Vernon, 2015) 6. Improve social interactions 7. Devise a value-oriented culture 8. Control and direct “Osmosis” since any given brand is a porous as Wolf, Issa and Thiel (2014, p. 270) claim. Consequently, this action normally prompts current extent of evolution of CSR being by far in comparison to the traditional one (Caulkins & Jordan, 2013). because the latter merely its view by customers or society was more of charity activity contrary to the present one where both parties normally see as an opportunity to strengthen own bond or values thus ensure a neutral platform in realizing mutual benefits (Caulkins & Jordan, 2013). However, this ought to assume a cautious approach without seeming to do excessively much especially in form of communication (Bortree & DiStaso, 2014). Since, numerous stakeholders may deem CSR in this context despite intended to resolve and reduce stakeholder conflicts, has hidden intentions which was the norm traditionally. This is because firms involved themselves in charity activities to lure clients, which is contrary to the present day’s activities where benefits are mutual platform. Based on Mohtsham and Arshad (2012, p. 220) study, numerous scholars tout how numerous companies have embraced CSR in their operations as inescapable tool in improving respective performance. This is in relaying the beauty of stakeholders’ mind to the world as being responsible in all their undertakings whereby currently operating decently is not an option but a duty enforceable by law (Maruffi, Petri & Malindretos, 2013). For instance, in Pakistan where almost each sector is experiencing varied problems related to where to procure materials have prompted them shift their view of CSR from just being compliant to extending their social good to the society (Mohtsham & Arshad, 2012). This instils a good perception to the shareholders as well as attracting quality labour from the immediate society who due to the responsibility of a given entity would wish to give in return though as a government is through grants (Sousa Filho, Wanderley, Gómez & Farache, 2010). This is because quality and innovative labour coupled with support from the government or any respective authority in a certain region normally enhances entities’ performance over other players who may have defied embracing CSR. This is quite evident with Multinational Enterprises (MNEs) especially when venturing in regional markets where there are already established competitive players. Because it is quite difficult in utilizing PR though in applying CSR to ensure an aggressive edge for any firm entails diverse and radical approach in thinking by the managing team (Calabrese et al. 2013). Hence, depicting the extent CSR has evolved whereby currently entails managers not only going out to mingle with the immediate society or world and inform their re activities, requires effective management (Madrakhimova, 2013). Management in this case implies controlling factors that will ensure attainment of aggressive edge in the market despite utilizing other tools CSR can by far contribute to its advantage. In depicting how CSR has enabled numerous entities augment their competitive advantage; this is quite evident with online Spanish NGOs (Puentes, Mozas, Bernal & Chaves, 2012, p. 2380). These NGOs have extensively utilized online platform in their quest to relay to wide pool of users re their CSR activities, hence manage to attract as well as secure aids from volunteers (Puentes, Mozas, Bernal & Chaves, 2012, p. 2380). The norm presently has significantly spread to other similar players whereby through relaying what they do especially in aiding people residing in varied deplorable conditions manage to get aid for their operations. Hence, confirming how CSR has evolved from mere activity, which was a choice by few entities out of their managers’ mercy to help certain societies to a mandatory activity, which entails no compulsion. In conclusion, CSR cannot in any way implied as being “just as public relations” due to its inherent benefits. This is to the extent presently numerous entities contrary to the past are not seeing it as not an option to embrace but a mandatory in all their activities (Vernon, 2015). This is to build own reputation and image but also manage to acquire significant competitive advantage, which in turn will be adequate profitability meant for the entities’ survival. Hence, CSR has significantly evolved to the level of bypassing PR, which in most cases encompasses “green washing” of the companies’ evils that have ensued while they are in quest of realizing respective goals. Conversely, CSR contrary to what many perceived traditionally as a charity oriented, its benefits have extended to marketing brands and ensuring they maintain good reputation. References Ang, S. L., Idowu, S. O. & Kim, C. P. L. (2014). Corporate Social Responsibility in Asia Practice and Experience. Cham, Springer International Publishing - CSIP. Benn, S, Todd, L, & Pendleton, J 2010, Public Relations Leadership in Corporate Social Responsibility, Journal Of Business Ethics, 96, 3, pp. 403-423. Bortree, D. S. & DiStaso, M. W. 2014. Ethical Practice of Social Media in Public Relations. London: Routledge. 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