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Corporate Social Responsibility - Dissertation
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Log In with Facebook Log In with Google Sign Up with Apple. Remember me on this computer. Enter the email address you signed up with and we'll email you a reset link. Need an account? Click here to sign up. Download Free PDF. Caven Masuku, dissertation on coporate philantropy. Download PDF Download Full PDF Package This paper. A short summary of this paper. Traverse- Healy reiterated his belief, which was substantially the same as that of 40 years earlier that the public relations function was essentially to do with achieving mutual understanding and trust between the organization and its publics, dissertation on coporate philantropy.
However, the researcher noticed that so far most scholars who conducted research on CSR generalized their study to a broader view and not to a specific organization. Hence CSR or CSI is a new dimension of PR that is used to reduce the corporate functions from being generating profit to that of caring for the community's, dissertation on coporate philantropy.
Investments made by corporate organizations are there to fight for talent and for financial returns therefore Econet CSI programs such as Capernaum Trust, Joshua Nkomo Scholarships JNSFdissertation on coporate philantropy NRZ donations to Maphisa Primary School in and HIV and AIDS Capacity Building program are there to develop their publics.
In the study various public relations, online publications and journals will be reviewed. Knowledge obtained from the already existing literature will broaden the scope of the problem under study. However, in this research project relevant literature about Corporate Social responsibility and public relations models will be reviewed to broaden the scope of excellent public relations through application of corporate social responsibility.
Strategic CSR is the point of balance where benefits are maximized for both the business and the development cause. For the CSI to be strategic, interventions should be at an investment or social change level, as indicated by the shaded area in the diagram below.
Kotler and Lee states that according to KPMG US Professionals Services firm, a survey of the Global Fortune Top companies indicated a continued increase in a number of American companies reporting on corporate responsibility. Indissertation on coporate philantropy, 45 percent of these companies issue environmental, social, or sustainability reports compared with 35 percent in their survey.
Major avenues for this reporting include corporate giving and, increasingly, the publication of a separate annual community giving reports. In the study Econet and NRZ are the two corporate organization based in Zimbabwe that practices CSR or CSI. Econet, just like NRZ gives to the publics through donations and charity. Therefore, Econet programs such as Joshua Nkomo scholarship JNSFCapernaum Trust and sport sponsorship are some among the CSR programs to be mentioned that the company run to assist its public.
NRZ like Econet also practices CSR by donating to the community and Capacity Building for HIV and AIDS awareness campaign to their publics. However, the CSR programs run by Econet and NRZ are linked with two-way-symmetrical model and functions as interpersonal communication that enables diverse opinions to the publics about their education and health issues.
Subsequently, by the 's most US Companies began to feel pressures to demonstrate to their social responsibility and established in-house foundations and giving programs Kotler and Lee The next milestone Smith cited in Kotler and Leewas the Exxon Valdez Oil Spill inwhich brought into serious question the philanthropy of the s and 's, where corporations tended to support social issues least associated with their line of business, give to a variety of causes, and in turn over management of their giving to separate foundations.
Zimbabwe as a developing nation depends heavily from the western countries to improve their service delivery. South Africa in Southern region as a neighboring country influences heavily the Zimbabwe's economy and professionalism. Corporate Organizations such as De Beers, Eskom, and Econet that dissertation on coporate philantropy in South Africa influences most of the local companies to practice corporate social responsibility to their publics. NRZ one of the longest serving rail transport organization in Zimbabwe has its offshoot from South Africa, which was originally formed by the British South Africa Company in October 29 Dissertation on coporate philantropy a privately owned company that was founded by Strive Masiyiwa in is currently operating in seven countries and has gain the global status.
The new developments about CSR discussed by Kotler and Lee in US may have spilled from US to South Africa, and then from South Africa to Zimbabwe. The new development in PR enhances public sphere and public opinion in that corporate organization can enjoy mutual benefits with its community and publics to meet the objectives of the company and its publics. Econet like NRZ meet their objectives through giving to the society the profits they generate as organizations.
This integrates new tools of communication that are used by corporations that reinforce reciprocity in communication. The communication discussed by Kotler and Lee is a two way process of communication and all stakeholders are respected and addressed.
Consistency is a process of continuous improvement. For instance CSR programs at Econet and NRZ should be continuously implemented. Corporation should regularly review and consider new or modified business practices to will improve the quality of life and, at the same time, provide some net benefit to the corporation, ideally financial, operational relation-ship-building, or marketing in nature.
This capture the open system concept, that asserts that corporations should interact with the environment in order for it to survive, dissertation on coporate philantropy. Econet and NRZ survives under economically constraints because there have been taking care of their public who even things were tough could sympathize with them.
However, in the study application of five C's by Econet and NRZ in their approach to CSR by PR department is one salient issue that the study assesses. Corporate Philanthropy Corporate philanthropy is a direct contribution by corporation to a charity or causes, most often in the form of cash, dissertation on coporate philantropy, grants, and donations and or in kind services.
Philanthropy is the traditional of all corporate social initiatives and has historically been a major source of support for community health and human service agencies, education, dissertation on coporate philantropy, and the arts, as well as organization with mission to protect the environment.
Kotler and Lee Other terms closely associated with this initiative includes community giving, community relations, dissertation on coporate philantropy, and corporate citizenship and community affairs.
Philanthropic efforts commonly involve selecting a dissertation on coporate philantropy that reflects a priority area for the corporation, dissertation on coporate philantropy, dissertation on coporate philantropy the type of contribution to be made, and identifying a recipient for contributions, most often an existing nonprofit organizations, foundations, or public agency such as a school. In the study NRZ, s donations to schools in Bulawayo and HIV and AIDS awareness company to the peers is a good example of philanthropy which is reciprocal with the publics.
Just like NRZEconet's HIV and AIDS company policy that provides anti-retroviral drugs for the infected employee and other members of their immediate family and encouragement to members of the society to avoid dissertation on coporate philantropy and stigmatization of fellow citizens create community relations that is based on mutual understanding and goodwill.
Public Opinion as a approach holds that individuals make up the publics of an organization or of any particular dissertation on coporate philantropy for instance HIV and AIDS, Education, the environment and so forth.
The publics for the Econet and NRZ as individuals have certain opinions regarding their organizations or issue. The opinion held by the publics for both companies studied can reflect goodwill or ill will towards the organization issue. Similarly, dissertation on coporate philantropy, NRZ fulfills its ethics by donating to schools and to the community. This also supports Carroll 's 3C-SR model of corporate social investment which includes Commitments, connection and consistency.
Econet links its publics by giving them donations and create employment through pay-phones and phone shops. It also empowers the community by giving them the chance to be entrepreneurs. Econet and NRZ walk their talk by fulfilling their mission, vision and values by giving to their publics to create community relations or community citizenship.
In CSR or CSI out of twenty-five best practices for doing good by corporations quoted fromKotler and Lee ,only ten are presented as follows; CSR enhances public awareness and concern for the cause through support of promotional communication.
Support fundraising by encouraging customers and others in the community to contribute the cause. Increasing communication participation in cause-related activities by providing promotional support and use of distribution channels. Support efforts to influence individual behavior dissertation on coporate philantropy and industry business practices that improve public health. Provide increased funds and other resources that help charities and cause efforts make ends meet and or expand efforts.
Increase the number of volunteers donating their expertise, ideas and physical labor to a cause by promoting voluntarism in the community and supporting employee volunteer efforts, dissertation on coporate philantropy.
Contribute to overall business goals by opening up new markets. For example, providing opportunities to build long-term relationships with distributors and suppliers. Attract and retain a motivated workforce by being known for involvement in the community, and for providing employees an opportunity to become involved in something they care about and to receive corporate support and recognition for doing so. The study focuses The CSR programs from Econet and NRZ and how the captures the essence raised by Kotler and Lee Econet through its web site has a number of CSI activities that fulfills the mentioned above ideas.
Similarly with NRZ, through its website the have health safety for their workers and all stakeholders and NRZ have pledged more donations to the public. Cutlip et al says the major tactics for expressing and demonstrating corporative social responsibility include mission and value statements, speeches, advertising, and philanthropy- contributing to education, health care, dissertation on coporate philantropy, welfare and the arts, dissertation on coporate philantropy.
In addition, Cutlip argue that often the PR practitioners play a key role in corporate philanthropy, sometimes serving as the officer responsible for the function. The PR role typically includes the following; a Staging appropriate events for making a decisive contribution, as in a welfare fund drive or the creation of a scholarship fund.
b Assisting in a charitable campaign or endeavor, with communication strategy counsel, preparing printed or audiovisual materials, and advertising support or publicity placement. c Heading a project or campaign or service as the alternate for a corporate senior official. Therefore, dissertation on coporate philantropy, in this study the researcher will comparatively assess whether the role mentioned by Lubbe and Puth tallies with what PR departments at Econet and NRZ applies when dealing with CSR programs.
Public Relations Management: Companies undertake CSI opportunistically with the emphasis on the publicity generated rather than on the social cause.
Hence this study will comparatively assess the application of CSR approach in PR department at Econet and NRZ to see whether it fulfils the PR management philosophy as asserted by Mersham et al Reputation Focus Theses programs are seen as genuine efforts to make a development difference. The study will comparatively assess as to whether the same is done by Econet and NRZ PR departments when deal with CSR issues. Charitable dissertation on coporate philantropy Here, companies make cheque book style donations to an adhoc range of causes.
This method is not easy to track either for its overall impact or its effectiveness as part of CSR. Earth share in turn is a funding source for a variety of environment projects and organization Kotler and Lee In a research that conducted by Kotlerit was concluded that companies through CSR has experienced a range of bottom line benefits, including reference to ; increased sales and market share, strengthened brand positioning, enhanced corporate image and clout, Increased ability to attract, motivate, and retain employees, decreased operating cost, increased appeal to investors and financial analysts.
In the study it will be assessed comparatively whether Econet and NRZ achieves the mentioned above goals after implementing CSR It is the intention of this study to comparatively assess how Econet and NRZ apply this approach when addressing CSR issues to meet the needs of their public. Dilenschnerider says that companies that are effective in their community relations use their human touch.
Their dissertation on coporate philantropy executives are available, accessible and visible in the community, dissertation on coporate philantropy. Grant making Here, companies award funds according to predefined criteria.
This involves dissertation on coporate philantropy records of basic projects inputs and outputs such as materials supplied and the number of workshops held and the like, but seldom evaluates project impact over time. Contribution made to scholarships for academic purposes are in the form of grants to universities, colleges, salaries, scholarships or bursaries, and loans. National Dissertation on coporate philantropy offer bursaries and scholarships to several faculties at the University of Zimbabwe.
Econet has sponsored numerous students from higher learning institutions for academic pursuance, dissertation on coporate philantropy.
Donations made by Econet nation wide as CSI is two way forms of communication which seek to uphold corporate citizenship. As a point of departure this study focuses on comparative assessment of the approach to CSR by PR departments at Econet and NRZ. This seeks to indicate the modern form of PR which dissertation on coporate philantropy part of management and meant to exchange the profits made by corporations with the public.
Sports appeal to all classes and sexes and have mass audiences; therefore they are attractive to manufacturers of consumer goods.
CSR and PHILANTHROPY (BUSINESS LINE)
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