Ch. 3 - CSR - Public Relations exam study guide - detailed notes for Ch. 3 Corporate Social PDF

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Public Relations exam study guide
- detailed notes for Ch. 3 Corporate Social Responsibility...

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Ch. 3 CSR: *terminology* 74-89 Corporate Social Responsibility p. 76 Organization’s responsibility toward people and the planet -

How they interact with all its stakeholders, employees, community members

What they do for environmental  sustainability, working conditions, human rights, labour practices - Commitment to contribute to economic well-being, environmental preservation, social sustainability of communities o Helps corporations engage in a positive way with their target audiences o Ppl want to support organizations who contribute to their communities/causes that are important to them (align with their values) Halo Effect p. 78: the good feelings the public feels for organization (ex. charity) spreads to a company that associates with the charitable cause How? conduct PR around charitable actions, their association with a non-profit organization or sponsorship Ex) Bell = Mental Health, McDonald’s = Ronald McDonald House Greater CSR = higher profits, attracting quality employees (loyal, committed) Communicating CSR to Target Audiences 1. Match organization to appropriate cause 2. Ensure target audiences become aware o Deliver relevant info to all stakeholders o Publish CSR Report o Issuing In-Kind Donations the right sponsorship § Builds morale among employees o Posting info on company’s website, social media, conducting media relations, holding press conferences, putting charity in advertising

Cause PR p. 82 Working on behalf of nonprofits, community groups, social movements Working for Non-Profits: smaller  budgets, different audience -

Asking audience to buy into an organization by supporting it with their money/time o V  olunteers to be engaged and motivated o Partnering organizations for CSR initiatives

Environmental PR p. 84 Going green is increasingly important to the public. Become environmentally responsible - Create awareness to public/increase support (ex. climate change) o Get message out, increase donations, change behaviour Issues Facing Environmental PR: 1. Stories often challenging to communication (can be confusing) 2. Some organizations actively try to discredit environmental issues 3. Some organizations engage in greenwashing = unethical o purposely lying/exaggerating environmental claims o deceiving customers into believing they are eco-friendly (can lead to suspicion among public) Solutions: 1. Make story timely to care about the cause NOW o Many “news values” 2. Be creative on small budget o Paint a picture that people can relate to o Highlight hope & change instead of using scare tactics o Use themes like community and interconnectivity 3. Find agency that is willing to do “pro bono work” 4. Let action speak louder than words...