Engaging in Corporate Social Responsibility (CSR) and Public Relations (PR) in the Philippines is deemed essential if you want to establish a positive reputation and have a beneficial impact on the country. Nowadays, consumers are coming to demand businesses to conduct themselves in an ethical and responsible manner as their awareness of the influence corporations have on society and the environment grows. However, they are also able to recognize fraudulent corporate social responsibility efforts, which can be detrimental to a company’s brand.
According to research conducted by Edelman, 63% of customers all around the world support businesses that stance on social and political topics that are important to them. In a similar manner, according to the findings of a survey conducted by the Cone Communications, 89% of consumers are likely to shift to a brand that is linked with a good cause, provided with good price and quality. This highlights the importance of corporate social responsibility (CSR) in developing a positive reputation and generating a positive impression on an audience.
Ms. Charlotte Reyes, the Managing Director of Comm&Sense, one of the top PR agencies in the Philippines, explains that “While public relations (PR) focuses on managing communication between an organization and its stakeholders, corporate social responsibility (CSR) emphasizes conducting business in an ethical and socially responsible manner. Both the corporation and the community can benefit from combining efforts in corporate social responsibility (CSR) and public relations (PR) in order to generate a positive reputation and have a beneficial effect.”
Supporting local communities, promoting sustainable practices, and putting ethical business practices into place are all examples of effective types of corporate social responsibility (CSR). One example of how a corporation might give back to the community is by helping out local schools by donating money or other resources, or by promoting environmentally responsible business practices by making use of materials that are kind to the environment. In addition, a company can apply ethical business practices by maintaining fair labor standards and fostering diversity and inclusion in the workplace. This is another way a company can demonstrate its commitment to ethics in the workplace.
Promoting CSTR is essential through public relations if one wishes to construct a favorable reputation and have a beneficial impact. A company’s CSR initiatives can be communicated to various stakeholders, including consumers, employees, and the community, through public relations. Bringing attention to the corporate social responsibility (CSR) actions of a company can help to establish trust and generate a positive image for the organization.
The use of social media is one of the most effective ways to disseminate information about the corporate social responsibility initiatives of a firm. In the Philippines, there were around 84.45 million people using social media as of January 2023, according to Meltwater. Companies have the ability to reach a large audience by publicizing their corporate social responsibility efforts on social media. As stated in a study conducted by Gupta et al., companies showcasing their CSR initiatives through Social media platforms greatly influence their brand recognition, brand love, and brand loyalty from their employees and consumers. Hence, showing how powerful social media is especially for many businesses.
Nevertheless, it is essential to make certain that the CSR and PR efforts of a firm are genuine and consistent with the company’s values and goals. As Ms. Reyes says, “Customers are able to see through false community service and public relations work, which can be detrimental to a company’s reputation. It is critical for businesses to identify corporate social responsibility (CSR) initiatives that are congruent with their core beliefs and goals, and to convey those initiatives in a way that is both genuine and open.”
Companies should first determine the social and environmental challenges that are congruent with their mission and values in order to guarantee the validity of their corporate social responsibility (CSR) efforts. This enables them to select CSR initiatives that are actually significant to the company and that will resonate with their audience in the most effective way. Employees should be involved in the corporate social responsibility process, and companies should seek their opinion and comment on proposed initiatives. This not only ensures that the CSR initiatives connect with the company’s vision, but it also enhances staff engagement, which in turn leads to improved levels of productivity and employee retention.
Additionally, businesses should be open and honest about their corporate social responsibility (CSR) initiatives and effectively convey these efforts to their stakeholders. This can be accomplished through a variety of platforms, including social media, news releases, or the website of the company in question. Companies have the ability to demonstrate their commitment to conducting business in an ethical and responsible manner and to establish trust with their audience if they are honest and open about the CSR activities they are undertaking.
CSR is not just another item on the to-do list; rather, it is an essential component of a business that contributes to both its reputation and its long-term success. Since authenticity is of the utmost importance, businesses should make it their mission to identify CSR programs that are congruent with their core beliefs and objectives, and then promote these programs in an open and sincere manner. They will not only be able to establish trust and a positive image with their audience, but they will also be able to have a significant impact on the community and society as a whole by doing so.
It is, therefore, essential to keep in mind that corporate social responsibility is not a one-time endeavor but rather a continuing commitment that calls for ongoing assessment and development. Consumers, as they become more knowledgeable and socially concerned, will continue to demand more from the businesses that they invest in and patronize. Long-term success will be attained by those businesses who not only pay lip service to corporate social responsibility but also make it an integral component of their day-to-day operations.
