CSR in PR

Corporate Social Responsibility (CSR) is a relatively recent phenomenon imbibed in corporate business culture today, although the very thought that organisations do have a social responsibility had begun earlier.

In today's era of global competition, declining brand differentiation and increasing media clutter, companies are going beyond the conventional Public Relations and marketing policies to increase the value of intangible assets. Today, brands must be inspirational in a socially responsible way to all stakeholders. To achieve the same, CSR has become more common in business practices. Organisations now integrate CSR initiatives into their communication plan to build and sustain a competitive advantage.

The totality of CSR can be best understood by three words : 'corporate' , 'social' and 'responsibility'while CSR is a concept whereby organisations consider the interests of the society by taking responsibility for the impact of their activities on customers, employees. shareholders, communities. Companies have realised the fact that it is an investment with multiple benefits and CSR is no more viewed as a liability on corporate resources. The social responsibility stems from the fact that all organisations work in the interests of the public to cater to the market demand by providing products and services. For the organisations to profit or gain through its efforts, it has to first achieve the acceptance and approval of the people. Many organisations through getting profit from society do not show their concern for the latter's welfare and thereby end up having problems. Therefore, over the past few years stakeholders (employees, community, suppliers and shareholders) today are redefining the role of corporates taking into account corporates' broader responsibility towards society and environment. As a result of this shift (from purely economic to 'economic with an added social dimension') corporates today, are endorsing the term 'Corporate Social Responsibility'

The 'Ethical Model' of CSR was revived and reinterpreted by 'Father of Nation' Mahatma Gandhi

The 'Statist Model' of CSR came into being under the aegis of Jawahar Lal Nehru

While some perceive CSR to be a commitment of a company to manage its various roles in society as producer, employer, customer and citizen in a responsible manner, others make it synonymous with Corporate Responsibility (CR) or Corporate Citizenship or Social Action Programme (SAP). Of late, the term has also been started to link up with Triple Bottom Line Reporting (TBL) which essentially measures an enterprise's performance against economic, social and environmental indicators.

CSR at India

India ranks 4th in Asia when it comes to laying heavy emphasis on corporate social responsibility. Several major CSR initiatives have been launched in India since the mid 1990s. The term CSR itself came in to common use in the early 1970s although it was seldom abbreviated but by late 1990s the concept was fully recognised.

Notable efforts in terms of India's CSR initiatives have come from the Tata Group, Infosys, Bharti Enterprises, ITC Welcome group, Indian Oil Corporation and many more.

This is how Vodafone does CSR

Vodafone group plc happens to be one brand / company which has been pretty prominent with its CSR initiatives. Having won an Outstanding Achievement in CSR Award for its project'World of Difference' - giving four people in Qatar the opportunity to work for a local cause of their choice with their costs paid by Vodafone, this company associated itself with the Commonwealth Games in Delhi, India, where it introduced e-rick - hybrid vehicles designed Eco-Active, offering a pollution free alternative mode of transportation in the national capital in India. Barring this project Vodafone committed $10 million to the Vodafone India Foundation back in 2007. This foundation partners with NGOs to provide support for projects associated with education.

Achieving Sustainability

One issue which is time and again associated with CSR is the sustainability issue. Achieving sustainability is impractical without managing all aspects of life cycle. The sustainability dialogue has made huge progress in the corporate setting from the traditional CSR. In this light, sustainable sourcing has emerged as a key dimension alongside traditional CSR to measure and track sustainability initiatives. CSR aims to achieve overall sustainability considering the economic, ecology and social aspects so as to maximise and safeguard 'profit, planet and people'. The TBL concept captures the range of values and criteria for measuring organisational success and sustainability performance. So corporates now are incporating the sustainable sourcing practices into their business model depending on demand from their consumer and / or stakeholders. The term sustainable sourcing is interchangeable used with Sustainable purchasing, Green Purchasing, Responsible Purchasing and Ethical Purchasing by the firms to produce goods or services.

CSR vs Greenwashing

Coca-Cola, India's one of the largest beverage companies, realised that CSR had to be an integral part of its corporate agenda. Thus, it decided to implement a wide range of initiatives to improve the quality of life to its customers, the workforce and society at large. however, it came under severe criticisms from activists and environmental experts who charged it with depleting groundwater resources in the areas in which its bottling plans were located, thereby affecting the livelihood of poor farmers. The company was already involved in unethical business practices in developing countries which let to it becoming one of the most boycotted companies in the world. Coca-Cola then planned to become water neutral in India by 2009 as part of its global strategy of achieving water neutrality. But criticism against the company did not die down and critics felt that Coca-Cola was spending millions of dollars to project a 'green' and 'environment-friendly' image of itself. They felt it was an attempt at greenwashing as Coca-Cola's business practices in India had tarnished its brand image not only in India but also globally.

PR FOR NGOs

In today's world Non-governmental Organisations (NGOs) and non-profits play an unique and important role. Some ten to fifteen years back NGOs and non-profits were considered secondary players in the world of public opinion, public policy, government, etc but today they occupy a primary position influencing and shaping what we think and do about issues that are central to our lives and our world.

Phenomenon of globalisation during the twentieth century has increased the importance of NGOs which in turn has led to an increase in the public relations sector as compared to profit business.

A non-governmental organisation is defined as a group of people interested in serving the community at large on an honorary basis in some area of community development. It seeks to raise its own funds through voluntary contributions or donations from both the individuals and the institutions for undertaking service-oriented schemes.

How NGO PR is different

Public relations in the NGO sector differs from other sectors, in terms of persuasive components of at least five reasons :

• to communicate and transmit reliable messages relating to activities, initiatives, projects under the participatory citizenship, solidarity and altruistic
• to create conditions for social adhesion which programs and action oriented to community and people
• to capture attention and interest policy and administrative makers to promote programs to support ideas and projects that advocate
• public relations activities are not subject to the existence of endogenous crisis by non-profit organisation but are caused by external factors objective in case content for the NGO campaigning in public
• primary mission of public relations achieved for the benefit of NGO is to encourage social participation around the ideal of sustained public without ignoring the other dimensions of organisational public relations (reputation, credibility, transparency, adherence)

NGO PR strategies

It would be misleading to suggest that conservative-minded governments and oil companies are the only ones that use PR in influence the media, public and policy agendas. In an effort to appear more politically relevant, environmental NGOs increasingly utilize public relations techniques and rely heavily on corporate communication consultancies to assist them in reaching the hearts and minds of key publics and policy-makers. Greenpeace, arguable, happens to be the most visible and well-known environmental NGO in the world. It first demonstrated its grasp of publicity by releasing footage in 1974 of its initial whaling protest, which it released to the Canadian media (Doyle,2007). These attempts have been traditionally in-house, but contemporary environmental NGOs are also increasingly leveraging PR firms and consultancies to streamline their message to solicit media attention and influence policy and public discourse.

The David Suzuki Foundation (DSF) is a good example of a Canadian environmental NGO leveraging its influence and PR industry connections to influence the global warming debate.

Need For NGO PR

A special feature of all NGOs is that they heavily depend on fund-raising activities to build their financial resources. Such fund-raising campaigns need public relations communication support as fund-raising is seen to be a major exercise for the NGOs. The need for PR in NGOs is basically four-fold:

1. NGOs entirely depend for their finances on fund-raising campaigns
2. NGO has to attract the attention of charitable trusts and donors for financial help
3. Third, relates to the dissemination of information about its services, plans as to enable the people to make use of them for their betterment
4. Fourth, a NGO has to maintain good media relations so that the media carries their messages both to the donors and to the beneficiaries besides building image f the organisations.

It is for these reasons that NGOs must have PR set up with adequate trained personnel to carry the goals and in the process gain in the goodwill of their stakeholders. PR is seen as an essential responsibility of NGOs in seeking donations on one hand and projecting the organisation as service oriented for the public on the other. PR practised in the NGO sector is not very different from how PR is practised in the business or corporate sector and happens to be the best way of promoting NGOs producing far more positive results in fund-raising, media coverage and projection of the organisation.

ALL YOU WANTED TO KNOW ABOUT SOCIAL MARKETING

Philip Kotler- the Marketing Guru.

This year July will mark the 40th anniversary of the conceptualisation of 'Social Marketing' by Philip Kotler known as 'the world's foremost expert on the strategic practice of marketing' and Gerald Zaltman.

In the recent years, the attention of public sector agencies, non-government organisations and the private sector is increasingly drawn to the potential of social marketing. In an age of climate change, environmental destruction, natural resource shortages, fast population growth, hunger and poverty, as well as insufficient social services, what contributions might marketing make? Will its application help encourage wider socially and environmentally beneficial behavioural changes, increase use of community services - the behaviour, that is, not just of individual citizens but also of public sector agencies, non-government organisations and the private sector.

Since 1971, social marketing has been used, literally, around the world to remediate a variety of health, environmental and societal concerns. Talking about the concept of social marketing, marketing guru Kotler says : " The societal marketing concept holds that the organisation's task is to determine the needs, wants and interests of target markets and to deliver the desired satisfactions more effectively and efficiently than competitors, in a way that preserves or enhances the consumer's and the society's well-being". A small group of users who have stressed on this concept of social marketing include:

1. WHO
2. Red Cross
3. US Department of Agriculture
4. RARE Conservation
5. Bill and Melinda gates Foundation and many more

In its highest form, marketing is now considered a social process, composed of human behaviour patterns concerned with exchange of resources or values. It is no longer a mere function used to increase business profits. It is important here to mention that the concept of social marketing calls upon marketers calls upon marketers to balance three considerations in formulating the marketing policies viz, company profits, customer satisfaction and public interest. Traditionally, the companies concentrated on profit maximisation but then they recognise the long-run importance of satisfying consumer which paved avenues for the marketing concept. The concept of social marketing, thus, calls for balancing all three considerations. In plain simple vanilla, social marketing focusses on application of marketing principles keeping in view the public or social interests. The main philosophy behind the theory is to protect the social interests.

The process of Social Marketing

Social marketing is constantly evolving from 'influencing ideas' as presented by Kotler & Zaltman (1971) to large-scale broad based behaviour change focused on programs offered by Lefebvre & Flore (1988). But one of the simplest ways of understanding different influences on social marketing is to refer to it as having 'two parents' [NSM Centre 2006] :

• a) a social parent = social sciences / social policy / social reform and campaigning
• b) a marketing parent = commercial and public sector marketing

UNAIDS Social Marketing Initiative

One organisation which has been promoting and supporting social marketing since its establishment in 1996 is UNAIDS, which has been involved in the social marketing of condoms, as a key strategy in the fight against the psread of HIV / AIDS and STDs. In the mid 1980's, condom social marketing (CSM) emerged as an effective tool in combating the spread of HIV / AIDS. Social marketing, in case of condoms, has acted as a 'normalizer' of the product reducing the stigmas popularly attached to it. Today, in countries across the world, condoms are widely available from a variety of outlets, are openly discussed in public and in the media unlike before when public access to condoms was difficult as the product was often available only in pharmacies and health clinics. This is all because of social marketing.

The Indian Perspective: Community based social marketing

India was also not left behind in its own initiative of Contraceptive and AIDS social marketing. A couple of projects, one on each, involved marketing condoms and oral contraceptive pills with the aim of increasing contraceptive prevalence through the use of temporary methods. These social marketing initiatives were taken by NGOs like Parivar Seva Sanstha (PSS), an associate of Marie Stopes International (MSI) and Indian Institute of Community Health(IICH) respectively.

The case studies can be accessed by clicking on the following links :

• Condom Social Marketing case study
• Contraceptive Social Marketing

And...Social Marketing is not Social Media Marketing

When Kotler was asked abouy current practices of calling social media 'social marketing' , he said:

"We wish that those who talk about social media use that term [i.e. social media]. They can call it social media marketing but it should not be abbreviated to social marketing".

So there is a brief history of social marketing from one of its fathers. And the next time we hear someone say 'social marketing' when they are talking about social media, we should resist the impulse to whip out the quote from Dr.Philip Kotler.

PR & POLITICS

Historically, the link between public relations and the political sphere is very distinct but the term political public relations is rarely used. Public relations and politics have been two firmly entwined concepts since the beginning of recorded history.

Edward Bernays

Aristotle

For evidence from ancient times, we can look at Aristotle and his schools of rhetoric thoughts that taught the art of persuasive communication. Or more so in more recent times, the work of the man commonly thought of as 'the father of modern day public relations', Edward Bernays, and his belief that PR is an art applied to a science. Both these school of thoughts provide a clear connection between the two.This post, based on our lecture on contemporary theories and issues in PR, looks into the concept of political PR within a campaigning, representative and governing context.

Public Relations and politics have a lot in common. Not least is the fact that both PR practitioners and politicians are frequently criticised by people. But on a more serious note, public relations plays a role in politics and government policy by influencing public opinion to support a certain candidate or piece of legislation.

Political Public Relations < Political Communication

PR is a widely recognised term, and political actors rely on communication to reach their key audiences, yet the term political public relations is rarely used, as commentators tend to refer to therm 'political communication' (Chaffee 1975, Franklin 1994, McNair 1995, Negrine 1996).

How PR plays 'Politics'

PR plays a great role in politics, in ways more than one:

• The PR function of publicity is a great tool of gaining awareness for candidates and cause. Whether through mass media exposure, special events or targeted direct communication, making candidates' names known to voters is a basic function of political PR. Candidates can't win if voters don't know their names.
• PR's role in providing voters with enough information to develop an understanding of candidates' position is another role of PR closely tied to politics. Knowing who's running is important, but once they have an awareness of who's in the contest, understanding where each candidate stands on the issues becomes a priority.
• Due to modern-day public relations, another dimension comes into play, though- one that moves public relations beyond publicity and the use of one-way messages and toward two-way communication.At the highest level, this two-way approach allows for both persuasion of the public and modification of the politician with an eye to bringing both to that most valuable of outcomes- mutually beneficial relationships.

PR techniques in Politics

Until very recently political communications was dominated by primarily one PR technique: media relations. From the early1960's through to the early 1990s research focused primarily on the impact of mass communication, especially television. As a result, political communication stressed the impact of journalists and political actors on shaping public opinion.

However, since the mid-90's the dominance of mass communications has been challenged by three interrelated developments. Firstly, the introduction of the permanent campaign which has blurred the difference between campaigning and governing so that politicians seek to dominate the agenda every single day. Secondly, there has been an increased professionalisation of communication with public relations and marketing professionals transferring their skills to the political arena. Thirdly, the growing importance of new communications technology, namely new media, especially the internet, has encouraged political actors to use a much wider range of PR tools. Under such developments, political communicators do not rely on one dominant channel to reach their target audiences.

Here's a look at how politicians have campaigned in the past:

To cut the long story short, four main activities that stand out in political PR are:

• Media management (controlling messages)
• Image management (protecting an identity or brand, relationship building etc)
• Internal communication (engaging people within the party and controlling opinionated messages)
• Information management (gate-keeping)

Barrack Obama 2.0

U.S. President-elect Barack Obama showed other politicians how to harness the power of the Web in 2008, bringing political campaigns kicking and screaming into the 21st century. Obama went beyond the static web pages of most past campaigns, by tapping the power of web 2.0 tools including Facebook, YouTube, Blogs and discussion boards, to create an engaged conversation with potential voters.

Ofcourse, Obama was not the first presidential candidate to raise a million dollars online (McCain '00), nor was he the first to use the internet grass-roots efforts to moblize online supporters to meet up in their local communities (Dean '04). However, McCain failed to convert his online donors into votes and Dean failed to channel the online fervor into effective ground support. Obama was the first to do both, by weaving technology and the Internet into the fabric of his campaign.

Lessons from Obama's Social Media Campaign and his Social Media kit can be viewed by clicking here.

Political PR is essentially persuasive as it represents an interest and requires representative democracy were different competing interests can be heard. Although political PR may often be shouted in a loud voice, it should utilize a range of both 'loud' and 'soft' PR encourages using both direct and indirect communication channels. Political PR encourages a rich interaction at a range of different levels between those active, interested or even uninterested in the political process and political discourse.

A case study on the Barack Obama Strategy can be viewed below:

Case Study: The Barack Obama Strategy

View more presentations from SocialMedia8 Amsterdam

THE NEW MEDIA REVOLUTION: The Price of 'FREE' Media

Thanks to the recent explosive growth of New Media and Social Media, the practice of public relations has been changed forever. But this does not mean that public relations as a tool is dead. In fact it may be more important than ever. The goals of public relations remain the same, but the strategies and mechanisms for carrying out PR have changed drastically in the last few years.

Tim Berners-Lee is credited with inventing the World Wide Web.

With the dawning of the new media, something happened within media. This was the beginning of technological socialisation. Everything began with the desire for information; information about everything. This slowly blossomed into social media, which let's face it is really information about people. Now, the internet as a whole and the whole new media revolution as a whole is being seen taking one step further. It is going beyond merely socialising or information seeking and is becoming something more, much more. Users are driving content in ways never before seen.

The Web is an increasingly important component of public relations. This digital revolution has provided public relations practitioners with a new communication challenge: social networking sites.

A new 'MEDIA' challenge for PR

The terrain of public relations practice is also shifting with new media. The new media is giving public relations practitioners a unique opportunity to collect information, monitor public opinion on issues, and engage in direct dialogue with their publics about a variety of issues.

Some of the ways New/Social Media is changing PR can be pointed below:

• 'Conversation' vs 'A Speech' - In the old model, the practice of PR was primarily a one-way street. PR pros can no longer get away with blasting information out at an audience Two-way communication directly with the consumer is a tremendous opportunity for businesses to gain real-time feedback.
• Information gathering - the speed of information sharing is faster than ever before and PR professionals have access to a wealth of content that can be shared with consumers seeking solutions to a problem.It has changed long-standing dynamics of the PR / Journalist relationship. Journalists seek information and sources online and PROs have benefited from the addedd access available, courtesy social media.
• Personal Service - The growth of social media has led to vast expectations from consumers that they will not be subjected to mass, non-targeted information and that any concers will be addressed quickly and personally.

But........There is a 'Cost' to 'Free'

Having said loads about the new media revolution, we must realize that whether we are creating any form of content online (text, audio, images or video) or are simply consuming it, there is a huge cost to all of this free goodness. The main question that arises out of all this is

"Who is going to pay for all of this content that we are all now consuming online?"

The answer to this ever ignored question by us consumers can be found in the BBC documentary Virtual Revolution: The Cost of Free that reveals behind the scenes of the new media business. The documentary mains that online activities like searching on Google, uploading pictures on Flickr, or even using social networking sites such as Facebook, Twitter or Myspace, YouTube seem to be free, but come at a price: the disclosure of private information to companies that sell these data to advertising clients in order to make money profit.

The documentary also shows that officials of internet companies such as Amazon, Google or Netflix tend to argue that targeted advertising and targeted recommendation systems that are based on online data surveillance enrich the users' experience and provide them with information that they cound find interesting. The maker of the documentary, Aleks Krotoski, maintains that our "thoughts and desires that we express online are being traced, tracked and traded in pursuit of profit". She speaks of the 'brave new web' and remarks: "In return for our free web, our privacy has become a commodity".

She concludes her investigation of how the World Wide Web is transforming almost every aspect of our lives. Aleks, in her documentary, examines the popularity of social networks such as Facebook and is joined by Facebook founder Mark Zuckerberg, Bill Gates, Chad Hurley, Al Gore, Susan greenfield who tell us how social netowrking sites are changing our relationships.

The BBC documentary can be viewed below :

Part 1:

Part 2:

Part 3: