Being that the PR department at my company is relatively new, there's still a lot of potential for growth and in terms of it's current projects and CSR practices. Therefore, one of the tasks I was given during my placement was to design a corporate social responsibility survey to get into the minds of SOPB's stakeholders and the general publics. Besides generating revenue for the corporation, it is essential that the establishment have social obligations towards society (Wheelen & Hunger 2005). According to Robin and Reidenbach (1987), for CSR to be utilised to its utmost potential, corporations need to understand the mindset of the society, as this could be indicative of the benefits they can offer for those who need them.
It is understandable to accept the fact that not all members of society are aware of what CSR is. The first thing I wanted to incorporate in the CSR survey was to identify the main problems that many Sarawakians or the Miri community were facing. This would serve as a guideline for what SOPB could take into account to implement more CSR initiatives in the future, as CSR works best if an organisation gives back something that is very valuable to folks who need it.
Companies that encourage community involvement distinguish themselves from their competitors, and will usually reap rewards in terms of employee satisfaction and loyal customers (Lavine 2013). According to a 2013 study by Cone Communications and Echo Research, 82% of U.S. consumers consider CSR when deciding what products or services to buy from and where to shop.
Here are some examples of the advantages that companies with strong CSR policies and initiatives have over their competitors.
1. More widespread media coverage
Positive image is good for any corporation. Any kind of positive light shed on an establishment is good on the company's bottom line. How well a company contributes to the society positively reflects the company's corporate social responsibility values and policies.
Being that the media tends to report the negative aspects of a company's activities and production, any form of positive news story generated on the company is crucial for its image among the publics.
2. Happier employees which leads to a conducive working environment
A company that is seen in a very positive light will make its employees feel good about their position within the company. Employees get a kick out of being associated with a company that does good for the community.
3. Public image
Many people often feel comfortable with another person or group when they share a common ground or have something to relate to. As such, the same thing could be said about the relationships between a company and its stakeholders. For a person or organisation to gain trust into an establishment, the easiest way for them to identify the legitimacy or trustworthiness of the company is through looking at its CSR programs. The CSR initiatives of a company serve as a good baseline for potential customers to either invest in their time in the company or to exclude them.
Doing a charitable cause for the community and making people feel inclusive with the organisation's affairs is one way to increase the company's public image.
What do you think are other advantages that companies with strong CSR practices or policies can gain from their competitors who do not practice CSR as strongly?
References
Lavine, L. 2013. The Power of Giving Back: How Community Involvement Can Boost your Bottom Line. Accessed November 4, http://www.entrepreneur.com/article/226974
Robin, D., Reidenbach, E. 1987. Social responsibility, ethics and marketing strategy: Closing the gap between concept and application. Journal of Marketing, 5 (1987), pp 44-58.
DOI: 10.1016/0007 – 6813(91) 90005
Wheelen, T., Hunger, J. 2005. Strategic management and business policy. (10th ed.) Prentice Hall (2005), pp. 56-57
Jaafar Mohamed
7e2a9907/16320752
Curtin University, Miri campus
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