Corporate Social Responsibility (CSR) as a PublicRelations Strategy
Aligning Business Goals with Societal Expectations
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Economic developments of the last several decadeshave changed the economic and social structures ofindustrialized and developing countries, leading tonew business opportunities but also to terrifyingsocial risks and rising ecological catastrophesworldwide. Multinationals are increasingly expectedby their stakeholders to find strategies and ways torespond to these global challenges, to play a moreactive role in addressing social issues, and to takeresponsibility for their actions in developingcountries. Kathrin Bauer describes in her report howcorporations can balance these societal demands and...
Economic developments of the last several decadeshave changed the economic and social structures ofindustrialized and developing countries, leading tonew business opportunities but also to terrifyingsocial risks and rising ecological catastrophesworldwide. Multinationals are increasingly expectedby their stakeholders to find strategies and ways torespond to these global challenges, to play a moreactive role in addressing social issues, and to takeresponsibility for their actions in developingcountries. Kathrin Bauer describes in her report howcorporations can balance these societal demands andstakeholders' expectations with the goals of theircompany by using corporate social responsibility(CSR) as a public relations strategy. She explainshow CSR can be used proactively as an opportunity toimprove a corporation's image and financial successand/or reactively as a response to arising conflictsand crises. Both strategic approaches are discussedin detail and illustrated with practicalexamplesfrom business operations in Latin America. The reportis aimed at CSR and communications managers as wellas those interested in responsible business operations.
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