Many organizations today are now extending their decision making activities beyond profit maximization for their shareholders to stakeholders management by giving back to host community or the society where they operate. This concept of giving back to the society can be referred to as the ‘Corporate Social Responsibility.’
It is paramount for organisations to give back to the society where they operate and be socially responsible to the larger society.
Society believes CSR involves anything that businesses or companies can do to address the needs of people and the planet, and excludes only actions based on self-interest. Public Relations Professionals are bound to encourage their firms to be socially responsible to the society using truth and accurate information as well as providing equal opportunity for all participants to be selected.
In other climes such as UK, US and Germany, CSR is treated as business and general ethics that concerns society welfare where organisations are required to ‘develop and implement courses of action that will aid in social issues and impact society’.
In Nigeria, many firms are known for their supports, philanthropic, and empowerment programmes that tend to improve the lives of the people. The areas where CSR activities are pronounced include education- covering scholarships for best students, debates, sports competition sponsorships; talent hunts which has led to the revolution achieved in the entertainment industry, community-based supports and health care assistance.
Yet, much need to be done by corporate establishments to support government efforts in addressing the challenges of terrorism and natural disaster which has sent many people out of their homes. The Internally Displaced Persons camps across the nation should also get hand of fellowship from institutions as their contributions and social responsibility to the people.
Many may query that why helping those that are displaced, CSR is public relations activities of firms that focus on the welfare of the society, then helping those in need will not only create goodwill for the company and its brands but project it as responsible to the needs of the society. The outcome of such action will positively impact on the relationship and profit of the company.
It is the duty of PR Officers to encourage their employers to be socially responsible to the society especially in their immediate environment to add value to their activities and image. Undoubtedly, if properly executed, CSR actions can positively affect an organization’s reputation and as well create competitive advantage. On the other hand, a company that fails to be socially and environmentally responsible to its host community or society can expose itself to some risks which include product boycott, reputational damage as well as business interruption.
The areas that require much attention aside entrepreneurship, education and health care are environmental sustainability and community initiatives for the development of the society and people. CSR responsibilities have to be organized by firms with the general concept of honesty, integrity and fairness.
With large numbers of international and local conglomerates doing well in Nigeria, many children above 30 million children are still out of school while close to 70 percent are living in poverty.
Importantly, there is need for organisations spokesperson to embark on research in order to know the need of the stakeholders in their host community before embarking on any CSR activities. This will guide them in counseling management about projects that will lead to intended results.
