Nobel economist Milton Friedman is noted in business for his theory of social responsibility, which states that only people – and not corporations – can be socially responsible. Friedman first argued this point in his article for The New York Times Magazine entitled The Social Responsibility of Business is to Increase Its Profits (13 September 1970).
Today’s businesses can no longer operate under this premise, as CSR programs have become a major element in business for many major corporations. In the 16 March 2009 issue, Fortune magazine released a list of the World’s Most Admired Companies. The category of social responsibility included major global brands such as Walt Disney, Starbucks, and Anheuser-Busch. Information about each company’s CSR program is prominently available on the front page of each website, helping to communicate the commitment they have shown to their cause.
Starbucks CSR Ad
This leads me to my point, which is that regardless of the reasoning behind a CSR program – be it to generate profits or to further support a cause of significance for an executive – if it’s making a positive difference, why is it so bad? People sometimes dismiss CSR programs as pure publicity but overlook the impact they’re making in the long run. A successful program will make a significant difference, and that should be supported. Business can contribute in a financial volume that the vast majority of individuals cannot, so my general attitude is that I’m happy to support a company that makes a difference in a way that I as an individual, cannot.
Corporate social responsibility programs are particularly relevant for the PR industry because after all, when a company does something positive, they want everyone to know about it. Some CSR campaigns can be proactive, whereas others can be reactive. After the criticism of ‘size zero’ models at London Fashion Week in 2008, The Association of Model Agents brought on a PR agency to help position it as responsible during and after this year’s event. The company was then advised to set up a site that provides information for aspiring models about how to chose a reputable agency and stay healthy (PR Week).
Danny Rogers, editor for PR Week, recently wrote an opinion piece regarding the relationship between PR and CSR. In essence, CSR is about doing the right thing and PR is about telling the world what you’ve done. However, he says that organisations deliberately keep comms people away from CSR policy for fear that progress will be seen simply as spin. PR is commonly brought in after the fact simply to spread the word. He further argues:
“This represents a fundamental misunderstanding of the power of outstanding comms within organisations. If the definition of PR is enlightened reputation management then it is better that comms professionals are involved in the CSR process from the very beginning.”
This is great news for the PR profession because it is not only an argument for its role in communicating CSR programs, but also a testament to the notion that PR practitioners should be included deeper within the function of the business to develop a more rounded CSR program. Kudos to us, PRs!
