Pr Ppt

GROUP NO. 1 1) 2) 3) 4) 5)

PRASHANT PACHANGE SANGEETA MOOLYA TRUPTI MUSALE VISHAL MORE SHRADDHA SAWANT

SOCIAL RESPONSIBILITY AND PR

DEFINITION « Social responsibility is to understand public consensus, to recognize it and to co-operate in achieving this. Each business has responsibilities in some way commensurate with its power. »

ELEMENTS OF SOCIAL RESPONSIBILITY 1. Fair and honest business practices

2.Product safety and reliability

SOFT DRINK

3. Care of employees

4. Improving environmental record

FACTORS RESPONSIBLE FOR POPULARITY OF SOCIAL RESPONSIBILITY CONCEPT

 Growing expectation  Favourable image  Threat of strict social control  Professional management  Fast changing business environment  Organized labour force  Realization of long term benefits

SOCIAL RESPONSIBILITY IS CHARACTERISTIC OF EXCELLENT PUBLIC RELATIONS

 Balance the private interests of the organization  Strategic planning and symmetrical communication programs  Essential management function

ROLE OF PR IN CSR

SUNDARAM FINANCE  Trusted and reputed finance brand in Chennai  Along with Ogilvy PR came up with an innovative idea  High on recall and low on cost was the main motive

HOW DID THIS CSR PROGRAM WORK???  Schedule  Auditions  Opportunity to deserving kids  Display of musical talent with great ambience  Popularity of concept  Coverage

SO WHAT WAS UNIQUE ABOUT THIS CSR???  One of its kind  Sole criteria  Open environment  No microphones, loudspeakers  Kids were the stars  Minimum branding

THE END RESULT!!!  Zero advertising, PR got registrations  Vast coverage  More audience participated  Mounting pressure to increase frequency  Offers from other parks as well  Perfect brand fit

CSR VS. MANAGEMENT FAD  Compliance with business objectives  Company’s credibility with stakeholders  Feasible expectations  Commitment and longevity  Consistency of performance

COLES MYER APPROACH  Rising concern on plastic bag issue  Collaboration with Clean Up Australia, Land Care, Planet Arc, Australian Retail Association and Government

BENEFITS TO AN ORGANIZATION  Building Credibility  Support to community/organization  Good reputation  Longevity of organization’s promotion  Exposure to the press and public

PRESSURE ACTORS

PRESSURE ACTOR-GOVERNMENT AS REGULATOR AND CONSUMER

 Creating access to markets and international leverage  Improving regulatory compliance and enforcement  Achieving social and environmental goals  Establishing consistent best practices

GOVERNMENT AS CONSUMER / BUYER

PRESSURE ACTOR:NGO

 Not for profit sector  Operate International programs  Getting into large corporations  Public accountability

Knowledge navigator:NGO’s vs. MNC  Profit driven behavior  NGO community exert pressure on MNC’s  Communication internationalism  Publicity propaganda  Little or no investment  Social and environment responsibility  Targeting audience especially Youth

The changing NGO interface Environment Defense Fund (EDF)

NGO corporate relationship evolve 3 stages Stage 1 The NGO shame game Stage2 Partnering Stage 3 MNC’s as CSR thought leader

BENEFITS  Good for employees  Good for executives  Drives reputation  Right thing to do  Impacts the bottom line  Health communities are profitable communities

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