Corporate Social Responsibilities Evolution Beyond Public Relations

Corporate Social Responsibilities – 1
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Corporate Social Responsibilities – 1
Corporate Social Responsibility (CSR) is a central concept in the global business environment. Komodromos (2017) defined it as a business strategy that describes a company's commitment to ethical operation. This means managing their business processes while considering their impact on all community aspects, including environmental, economic, and social elements (Komodromos, 2017). It can target issues like environmental protection, animal testing, and charitable fundraisers. The overall goal is to enhance public relations and the organization's brand image. Public relations (PR) is the strategic communication from an organization to the public to cultivate, manage, or maintain a positive brand image (Reeves, 2016). The relationship between CSR and PR has generated a heated debate among scholars and public relations professionals. Some are persistent about the separation of these concepts. Some see this relationship as a marketing tool or strategy to improve brand recognition. The notion that CSR is just public relations is a fair evaluation because the two initiatives inexorably have similar business management functions and communication needs. They both contribute to building reputation and brand image, strengthening community relations, and achieving a competitive advantage.
‘CSR is Just Public Relations’
CSR has evolved from a profit maximization strategy to a tool for social responsibility designed to build brand image and reputation and develop a competitive advantage. Traditionally, business responsibility refers to ethical practices toward major shareholders’ and investors’ interests. A company's only role in society was economic: generating profit, providing employment, and stimulating economic growth and success. This sole responsibility changed when literary icons such as Thoreau and Emerson, who celebrated the beauty of nature, and environmentalists, who fought to reduce environmental destruction, appeared (Reeves, 2016). Their views made corporate executives reconsider business models and operational priorities.
Although corporations are driven by profit maximization, they embrace responsibility for the impact of their activities on the environment, stakeholders, and communities. They also strive to promote the public interest by encouraging community growth and development. Today's corporate world is experiencing increased competition that has enhanced the need for public relations functions (Komodromos, 2017). However, CSR practice is subject to controversy and criticism. Proponents claim that operating with a broader and longer perspective than companies' immediate, short-term goals benefits them numerous ways. Opponents argue that CSR distracts businesses from their essential economic roles (Reeves, 2016). Others contend that it is nothing beyond superficial window-dressing. The dominant factor is that CSR and PR are interdependent as they both try to build a firm’s image in the market.
The company’s PR division acts as the firm's surveillance in many busi...