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Pr And Csr

PUBLIC RELATIONS AND CORPORATE SOCIAL RESPONSABILITY


INDEX

Introduction: Corporate Social Responsibility and PR…………………………………………………………....2

Public Relations and CSR……………………….................3

CSR and stakeholders’ expectations……………................3

Evolution of CRS and different concepts……….................5

Role of PR firms and PR tools for CSR……………...........6

The impact of CSR on business and society…………........6

Practices on CSR between businesses………………..........6

CSR management skills……………………………….........7

Convergence and Transparency of CSR Practices and
tools…………………………………………………….........7

How Corporate Social Responsibility communicates? …..8
CSR today in practice…………………………………………..9
References………………………………………………….14

Corporate Social Responsibility and PR

Public relations means different things to different people. To the skeptics, the more limiting or even negative interpretations of CSR and public relations use the terms "green wash", "spin" or self-glorification. In this context the question frequently arises whether corporate social responsibility can ever be a serious topic for traditional PR consultancies, especially those that focus predominantly on short-term crisis management. PR firms are widely synonymous with polished marketing and single-minded image positioning — but then CSR is not just about "looking good."
The essence of professional public relations practice is to apply communications to help an organization to develop and maintain reciprocal relationships with stakeholders (publics) that can influence their futures and their businesses
PR firms are an interface between corporations and their publics. They are an important broker between companies, NGOs and governments, advising companies on how to make their partnerships work.
Communicating a thoughtful strategy for responsible and sustainable business is meant to ensure that the meaning and scope of CSR will be extended to all stakeholders and...