Corporate social responsibility – a PR invention?

Abstract

Considers the paradoxes inherent in the phrase “corporate social responsibility”. These include procedures of corporate governance, the market’s view of organizations’ ethical stances, the lack of clear definition, acceptance or denial, the lack of formal mechanisms for taking responsibility and the placing and priority that most organizations give to social responsibility. The article concludes that until these paradoxes are properly addressed, corporate social responsibility can legitimately be branded an invention of PR. It can only have real substance if it embraces all the stakeholders of a company, if it is reinforced by changes in company law relating to governance, if it is rewarded by financial markets, if its definition relates to the goals of social and ecological sustainability, if its implementation is benchmarked and audited, if it is open to public scrutiny, if the compliance mechanisms are in place, and if it is embedded across the organization horizontally and vertically.

Citation

Frankental, P. (2001), "Corporate social responsibility – a PR invention?", Corporate Communications: An International Journal, Vol. 6 No. 1, pp. 18-23. https://doi.org/10.1108/13563280110381170