GROUP NO.

1
1) PRASHANT PACHANGE
2) SANGEETA MOOLYA
3) TRUPTI MUSALE
4) VISHAL MORE
5) SHRADDHA SAWANT
SOCIAL RESPONSIBILITY AND PR
DEFINITION
« Social responsibility is to
understand public
consensus, to recognize it
and to co-operate in
achieving this. Each
business has
responsibilities in some
way commensurate with its
power. »
 ELEMENTS OF SOCIAL
RESPONSIBILITY

1. Fair and honest business practices

2.Product safety and reliability

SOFT DRINK
3. Care of employees
4. Improving environmental record
FACTORS RESPONSIBLE FOR POPULARITY OF
SOCIAL RESPONSIBILITY CONCEPT

 Growing expectation
 Favourable image
 Threat of strict social control
 Professional management
 Fast changing business
environment
 Organized labour force
 Realization of long term benefits
SOCIAL RESPONSIBILITY IS CHARACTERISTIC OF
EXCELLENT PUBLIC RELATIONS

 Balance the private interests of the

organization
 Strategic planning and
symmetrical communication
programs
 Essential management function
ROLE OF PR IN CSR
SUNDARAM FINANCE

 Trusted and reputed finance brand

in Chennai

 Along with Ogilvy PR came up with

an innovative idea

 High on recall and low on cost was

the main motive
HOW DID THIS CSR PROGRAM
WORK???

 Schedule
 Auditions
 Opportunity to
deserving kids
 Display of musical
talent with great
ambience
 Popularity of
concept
 Coverage
SO WHAT WAS UNIQUE ABOUT
THIS CSR???

 One of its kind

 Sole criteria
 Open environment
 No microphones, loudspeakers
 Kids were the stars
 Minimum branding
THE END RESULT!!!

 Zero advertising, PR got

registrations
 Vast coverage
 More audience participated
 Mounting pressure to increase
frequency
 Offers from other parks as well
 Perfect brand fit
CSR VS. MANAGEMENT FAD

 Compliance with business

objectives
 Company’s credibility with
stakeholders
 Feasible expectations
 Commitment and longevity
 Consistency of performance
COLES MYER APPROACH

 Rising concern
on plastic bag
issue

 Collaboration with
Clean Up
Australia, Land
Care, Planet Arc,
Australian Retail
Association and
Government
BENEFITS TO AN
ORGANIZATION
 Building Credibility
 Support to
community/organization
 Good reputation
 Longevity of organization’s
promotion
 Exposure to the press and public
PRESSURE
ACTORS
PRESSURE ACTOR-GOVERNMENT AS
REGULATOR AND CONSUMER

 Creating access to markets and

international leverage
 Improving regulatory
compliance and enforcement
 Achieving social and
environmental goals
 Establishing consistent best
practices
GOVERNMENT AS CONSUMER
/ BUYER
PRESSURE ACTOR:NGO

 Not for profit sector

 Operate International programs
 Getting into large corporations
 Public accountability
Knowledge
navigator:NGO’s vs. MNC

 Profit driven behavior

 NGO community exert pressure on
MNC’s
 Communication internationalism
 Publicity propaganda
 Little or no investment
 Social and environment responsibility
 Targeting audience especially Youth
The changing
NGO
interface

Environment Defense
Fund (EDF)
NGO corporate relationship
evolve 3 stages

Stage 1
The NGO shame game
Stage2
Partnering
Stage 3
MNC’s as CSR thought leader
BENEFITS

 Good for employees

 Good for executives
 Drives reputation
 Right thing to do
 Impacts the bottom line
 Health communities are profitable
communities
 IBM initiative

Have one IBM logo

PR is crucial today
THANK YOU