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Corporate Social Responsibility (CSR) as a Public
Relations Strategy. Edition No. 1
VDM Publishing House, Aug 2008, Pages: 96
Economic developments of the last several decades
have changed the economic and social structures of
industrialized and developing countries, leading to
new business opportunities but also to terrifying
social risks and rising ecological catastrophes
worldwide. Multinationals are increasingly expected
by their stakeholders to find strategies and ways to
respond to these global challenges, to play a more
active role in addressing social issues, and to take
responsibility for their actions in developing
countries. Kathrin Bauer describes in her report how
corporations can balance these societal demands and
stakeholders’ expectations with the goals of their
company by using corporate social responsibility
(CSR) as a public relations strategy. She explains
how CSR can be used proactively as an opportunity to
improve a corporation’s image and financial success
and/or reactively as a response to arising conflicts
and crises. Both strategic approaches are discussed
in detail and illustrated with practical examples
from business operations in Latin America. The report
is aimed at CSR and communications managers as well
as those interested in responsible business operations.
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