The Similarities of Public Relations and Corporate Social Responsibility

After a long absence I am back with the similarities of Public Relation and Corporate social responsibility (CSR). We cannot rejected both of them are interdependent between business and society and was later expanded to include responsiveness strategies. As Cynthia Clark, Assistant professor, Corporate Communication, said, “The first step relies on internal and external situational analyses to monitor the knowledge, opinions, attitudes, and behaviors of those who are concerned with or affected by the actions and policies of an organization.”



In Thailand, there are also many organizations that use this theory in the system of business. I will give one example of company that has a mission related with society. Osotspa is one of Thailand’s top five companies. This investment has allowed them to become the leading speciality drinks manufacturer in Thailand, in both domestic and international markets. Their mission is “Our ultimate responsibility is to this consumer” and for about their activity in this area is varied and includes sponsorships, scholarships and investments in healthcare, education, sports and social developments. Moreover, they make every effort to reduce the impact of their manufacturing process on the environment, wherever possible. In my opinion, if you earn more you should give more as well, to helping to raise the standard of living in Thai society. Furthermore, it makes everyone know your company also. I mean spread your reputation from clarity.

  They have various product including energy drinks, sports drinks, functional drinks, beauty drinks, health drinks, and miscellaneous.

 

There are four-stage management processes provide the central unifying factor between public relations and social issues in management.

-         First stage is an environmental assessment whose underlying assumption is that a company with a sound ability to assess its political and social environment would have the knowledge it needed to be more responsive to societal demands

-         Second stage – after a problem or opportunity is defined, practitioners must devise a strategy for managing the problem or the making the best of the opportunity.

-         Third stage – having defined the problem and identified a viable solution, one must take action and communicate that action.

-         Final stage in the communication effects have been studied by others as well to clarify what results are likely from a communications program and how managers measure the effectiveness of such programs.

The connection between corporate public relations, and its use of effective communication and relationship management, and social responsibility is still developing. The public relation in organization related with social responsibility by it not only make advertising, spread the product in supermarket, department store, etc. But social responsibility by clarity and whatever that is the other way to present the name of company.