Corporate Social Responsibility (CSR) as a Public Relations Strategy
Economic developments of the last several decades§have changed the economic and social structures of§industrialized and developing countries, leading to§new business opportunities but also to terrifying§social risks and rising ecological catastrophes§worldwide. Multinationals are increasingly expected§by their stakeholders to find strategies and ways to§respond to these global challenges, to play a more§active role in addressing social issues, and to take§responsibility for their actions in developing§countries. Kathrin Bauer describes in her report how§corporations can balance these societal demands and§stakeholders expectations with the goals of their§company by using corporate social responsibility§(CSR) as a public relations strategy. She explains§how CSR can be used proactively as an opportunity to§improve a corporation s image and financial success§and/or reactively as a response to arising conflicts§and crises. Both strategic approaches are discussed§in detail and illustrated with practical examples§from business operations in Latin America. The report§is aimed at CSR and communications managers as well§as those interested in responsible business operations.