Corporate Social Responsibility Corporate Social Responsibility CSR CSR
Corporate Social Responsibility
Corporate Social Responsibility (CSR) CSR is where organisations consider the interests of society/customers by taking responsibility for the impact of their activities on consumers, employees Some underlying theories • Agency theory: Gailmaid, S (2009) & Garrone, P. , Grilli, L, and Rousseau X (2013) • Legitimacy theory: M. Azizul Islam
Types of CSR • Legal: Following the law is important for entities • Ethical business practice; better working conditions • Economic: business exist to make profit • Philanthropic: The desire to promote the welfare of others
Benefits of CSR • Building relationships • Donation to society • Company brand recognition • Business reputation/ goodwill • Increased sales • Customer loyalty
Activity: Using CSR as a communication strategy Design a CSR communication campaign Theme: “Research for Social Development” • Target audience • Message • Activities • M & E the effectiveness of the campaign
Activity Target Audience 1 2 3 4 Message Activities
Lessons • Why CSR? • Why the activity? • Why the message ? • Why the audience ?
M & E the effectiveness of the campaign INDICATOR DEFINITIO N How is it calculated? BASELIN TARGET DATA E What is the target SOURC value? E What is the current value? Goal Outcomes Outputs How will it be measured? FREQUENCY How often will it be measured? RESPONSIB LE REPORTIN G Who will measure it? Where will it be reported?
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