The Impact of CSR on Sustainability and Public Relations
Introduction
CSR or Corporate social responsibility can be defined as the operational model which every business company uses to contribute to social well-being. In both ways of implementing or following CSR activities within an organisation, firms mainly get help in improving different aspects of society as well as promoting the brand image with a positive attitude among the existing and potential customers. Public relations, in the organisational context of marketing, can be referred to as a valuable tool of the promotional mix. Public relations is all about managing or controlling the perceptions or thoughts of the customers regarding the company and business offerings. This report is mainly aiming to investigate the seriousness of Corporate Social Responsibility within the organisational background. This report has been developed, by suspecting the existence of Corporate Social Responsibility merely as a way of maintaining good Public Relations.
Corporate social responsibility can be considered as the business activities that, firms use to commit in terms of improving the surrounding social and natural environment of the company as well as reducing the negative impact of business activities. As stated by Loureiro et al. (2019), CSR is a concerted effort by firms in case of operating in such ways that enhances the degraded society and the surrounding environment.
Public relations, the valuable tool in the promotional mix, can be defined as the way of painting a good connection with existing and potential customers. Different paid marketing programs such as advertising business operations can be considered public relations. According to the opinion of Wheeler and Bertram, (2019), maintaining good public relations, as a method of marketing is solely focused on the activity of earning the positive attitude of the media as well as taking advantage of unpaid promotional and communication platforms.
As brands and companies use to promote all of their performed CSR activities, as a way of getting attention from the customers, it can also be considered as a way of making good relations with both the existing and potential customers of a brand. Spinello, (2019) has in his study that, CSR has been forcing business companies to conform to the rate of voluntary inclusions, by the activities of CSR into the existing business model, beyond the related laws and legislations.
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As per the opinion of Velte (2022), can be defined as those responsibilities of the business firms, that are mainly concerned with environmental-friendly and sustainable operations. The "Nestlé Cares Cleanup" mission can be considered one of the most significant "Environmental corporate social responsibility", as in this camping Nestlé uses to fulfil the CSR of collecting more than 110 kilograms of trash across Switzerland.
Ethical corporate social responsibility
As per the statement of Rodriguez-Gomez et al. (2020), mainly refers to the commitment of an organisational context, in terms of operating its business by following all the ethical aspects, such as human rights principles, fair and equal treatment toward all the stakeholders, legal trade practices and equal pay. "Glovo Cares Volunteer Week" has been considered an "Ethical corporate social responsibility" that aimed to prove equal access to essential goods.
Philanthropic corporate social responsibility
As per the perspective of Vishwanathan et al. (2020), is the commitment of the corporation regarding the organisational aims, objectives and business goals to actively help the overall society. The author also added that corporate philanthropy, in simple words and huge means, can be pointed out as the activity of donating money by the big brands to any worthy cause in the local communities. In most cases, a certain amount of the business earnings, in the form of any foundation or trust has been donated to the needy. With the initiative of the "NatWest GivingTuesday campaign", the NatWest Group bank has raised approximately 425,000 pounds for donations during GivingTuesday, with an added 150,000 pounds.
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As per the view of Carroll, (2021), can be described as the practices of making any financial decision on the basis of the commitment by an organisation in terms of doing good.
Within an organisational context, CSR activities are helpful in many ways, such as improving the surrounding environment, enhancing the growth of needy communities as well as achieving the desired rate of brand recognition in the national or international market. CSR activities are useful in increasing employee engagement within any organisational background, as it develops a positive psychological attitude among the workers to doing something great. According to the studies by Tamvada (2020), CSR activities are also helpful in improving the state of bottom-line financials within an organisation. The author also added that CSR activities further support both the local and global communities, that need help. CSR activities not only provide financial help but also educational and service help. Therefore CSR activities are useful in increasing the standard of living as well as in the growth of an overall community.
CSR or “Corporate Social Responsibility '' can be referred to as a management concept that is helpful for companies to integrate environmental and social concerns through interactions and operations of the business with stakeholders. As per the view of Bian et al. (2021), CSR can help achieve a greater balance between environmental, social imperative and economical components. At the same time, it can be associated with addressing the expectations of stakeholders and shareholders. CSR can draw a geyser significance in charity, philosophy, charity and concepts. It can be helpful to make greater contributions to the reduction of products that can be directly associated with the enhancement of a company's reputation. As per the opinion of Carroll (2021), the CSR concept can be seen as a greater concept that goes beyond enhancing profitability and addressing the expectations of stakeholders. Promoting CSR across SMEs can request a certain approach that can be suitable for the respective capacities and needs of businesses that do not affect the economic viability of companies' diversity.
TBL or the “Trippple Bottom Line'' approach can be seen as a successful tool of CSR for SMEs in countries that are in developing stages. As cited by Vishwanathan et al. (2020), TBL can be seen as a framework for reporting and measurement of corporate finance against social, environmental and economic performance. It can be associated with an attempt for making alignment with private enterprises toward achieving goals of developing sustainability through providing a set that can be more comprehensive to meet the objectives of the business rather than only increasing the profitability of the organisation. As mentioned by Tamvada (2020), the perspective of taking the CSR approach can be beneficial for organisations to secure and minimise negative impacts of company business on the environment through following conformity of organisation by meeting the expectations of society. Therefore, TBL can be seen as a useful approach for adopting the CSR approach.
Several issues exist for CSR in the business environment that needs to be considered and analysed for a greater outcome. As per the research of Loureiro et al. (2021), regarding CSR activities and its issues, eco-efficiency, stakeholder engagement, the standard of labour, environmental management, condition of working, community relations, gender balance, good governance, human rights and environmental management are major issues of CSR. On the other hand, Spinello (2019), also stated that proper implementation of CSR can be helpful to a wide range of competitive advantages led some major advantages of CSR are access to wider markets and capital. It increased profits and sales; improved quality and productivity; saved operational cost; efficiency of human resources, improved the image of a brand; improved the reputation of the brand; in the improved decision-making process; improved loyalty of customers and enhancement of risk management procedures Rodriguez-Gomez et al. (2020). Other than these, CSR activities have been developed in such a way that there can support and promotes by contributing to the Sustainable Development Goals, developed by United Nations. As sustainability within an organisational background can be described as the way that it can enhance the surrounding environment by lowering the rate of the negative impact of business operations.
Conclusion
According to the above study, it can be concluded that CSR is concerned with reducing the negative impact of the business in both the natural and social environment. Firms contributing to the enhancement of the surrounding society, on the other hand, can also perform CSR. Good public relation further helps the company in making their customers satisfied as well as loyal to the brand. There are four major types of CSR activities such as environmental responsibility; ethical or human rights responsibility; philanthropic responsibility and economic responsibility. Any of these activities have to be performed by the companies on the basis of the business revenue in the market. CSR activities are a voluntary act that has no legislation to follow, which is solely concerned with the activities of CSR, within an organisational context. UK legislation has suggested all companies follow moral views, in case of enhancing the concerns of society by incorporating CSR into legislation.
References
Bian, J., Liao, Y., Wang, Y.Y. and Tao, F., 2021. Analysis of firm CSR strategies. European Journal of Operational Research, 290(3), pp.914-926.
Carroll, A.B., 2021. Corporate social responsibility: Perspectives on the CSR construct’s development and future. Business & Society, 60(6), pp.1258-1278.
Fatima, T. and Elbanna, S., 2023. Corporate social responsibility (CSR) implementation: A review and a research agenda towards an integrative framework. Journal of business ethics, 183(1), pp.105-121.
Loureiro, S.M.C., Guerreiro, J. and Tussyadiah, I., 2021. Artificial intelligence in business: State of the art and future research agenda. Journal of business research, 129, pp.911-926.
McWay, D.C., 2020. Legal and ethical aspects of health information management. Cengage Learning.
Rodriguez-Gomez, S., Arco-Castro, M.L., Lopez-Perez, M.V. and Rodríguez-Ariza, L., 2020. Where does CSR come from and where does it go? A review of the state of the art. Administrative Sciences, 10(3), p.60.
Spinello, R.A., 2019. Business ethics: contemporary issues and cases. Sage Publications.
Tamvada, M., 2020. Corporate social responsibility and accountability: a new theoretical foundation for regulating CSR. International Journal of Corporate Social Responsibility, 5(1), pp.1-14.
Velte, P., 2022. Meta-analyses on corporate social responsibility (CSR): a literature review. Management Review Quarterly, 72(3), pp.627-675.
Vishwanathan, P., van Oosterhout, H., Heugens, P.P., Duran, P. and Van Essen, M., 2020. Strategic CSR: A concept building meta?analysis. Journal of Management studies, 57(2), pp.314-350.
Wheeler, A.M. and Bertram, B., 2019. The counselor and the law: A guide to legal and ethical practice. John Wiley & Sons.
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