Corporate Social Responsibilty

Corporate Social Responsibility (CSR) refers to the ethical self-regulation of a company. Most big companies already use CSR and more and more small and medium-scaled ones follow by taking up Corporate Social Responsibility actions. CSR concentrates and aims on positive social and environmental issues and interests of a company in relation to its employees, consumers, stakeholders, local communities and in general members of the public.

Companies using CSR spend money on local communities but also donate to organizations in developing countries. An example of CSR being used directly in a business is the endorsement of Fair Trade like it is used by tea and coffee companies.

Companies using CSR try to build a positive image among the public. They want people to know that they care for their staff, their costumers and the impact they have concerning the environment and social sectors.

However some companies using CSR are not always praised but rather not taken serious. McDonald’s as well as British American Tobacco both face public allegations that they only use CSR to distract the public from their actual image and doings.

CSR is a good activity for organisations to use. It will shed positive light on the company, raise awareness and also improve staff and costumer satisfaction. Still CSR needs to be used and communicated right so no misunderstandings or misperceptions occur and the company is recognized for its actions and for what it wants to stand for.

NGO's - Frenemies to Corporates?

NGO’s and non-profit organisations are usually not connected with negative thoughts. They stand, work and fight for good causes, call attention to these causes and educate the public about them and how they can actively get involved in doing something good for a cause. When a corporate company joins together with an NGO, it is usually intended to give the corporate company a positive image.

However it is often not considered that a collaboration with an NGO also can turn into a negative situation for the corporate company. This could be the case when the individual interests and activities of the two collaborators don’t coincide or just clash. The NGO will not be ashamed to make these internal discrepancies public, while the corporate company might fear a negative image and damaging reputation among the public.

In cases of a conflict, NGO’s often use the following tactics to draw public attention to the problem that exists with the corporate company intending to make it change its ways of operating and behaving:

1.    Non – violent  Direct Action (NVDA)
2.    Rogue websites
3.    Surveys
4.    Reports
5.    Mass Events
6.    Stunts
7.    Letters to officials
8.    Soundbites
9.    Social Media (YouTube, Twitter, Facebook)

When deciding on a collaboration, corporate companies need to carefully select the NGO’s they want to join together with and need to be aware of their common interests and the possible conflicts that could arise during the partnership. If there are no problems at all, a co-operation with an NGO will most likely help shed positive light on a corporate company’s name and image and build a positive reputation among the public.