Papers on "Public Relations and Corporate Social Responsibility" and similar term paper topics

Paper #060009 :: Public Relations and Corporate Social Responsibility
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A look at the link between public relations and corporate social responsibility in the business world.

Written in 2005; 6,574 words; 6 sources; MLA; $ 151.95

Paper Summary:

Public relations is generally regarded as a bad thing by consumers, whose cynicism has been aroused by recent events involving major U.S. corporations and cultural 'institutions' such as Martha Stewart. However, within the last generation, consumers said they were willing to refuse to purchase products or services from any corporations not perceived to be a corporate good citizen. The question for public relations and for corporations globally is whether it is possible to make corporate actions match the good reputations their public relations departments attempt to create. In short, can the current disconnect between perceptions of corporate behavior and the corporations' misbehavior with concurrent avowals of rectitude be aligned? There are cases in which citizen action has brought those elements into alignment. In other cases-notably Thailand-the government has short-circuited the profit intentions of a major corporation to provide for the citizens. However, in far too many cases, the governments look the other way while corporations extolling their own virtues nonetheless participate in human rights-questionable activities. This study identifies the nature of some of the disparities between corporate public relations and corporate socially responsible-or irresponsible-behavior and suggest scenarios that might bring both into alignment.

Outline
Introduction
Methodology
Literature Review
Findings
Background: Burma Campaign UK
Aon Corporation
Ericsson
Ivanhoe Mines
Rolls-Royce
Unocal:
Conclusion

From the Paper:

"How duplicitous are large corporations, and how gullible are consumers? These are questions public relations practitioners probably do not ask themselves very often, or perhaps ever. Yet, there are two violently divergent trends in corporate conduct, which suggest these as questions public relations practitioners-or at least, ethicists involved with corporate public relations, ought to ask. While those are open-ended questions more appropriate to an ethicist than to those planning public relations campaigns, there are two trends that public relations practitioners need to examine; the combination of those trends present precisely the sorts of corporate malfeasance and misfeasance that has captured the attention of both the public and governmental oversight organizations.
The first trend is for corporations to support worthy causes, partially for the increased goodwill it brings, and often sales as well. At first glance, it sends no warning signals. In fact, in 1994, "a nationwide survey...confirmed that a company's social performance significantly influences prospective customers, employees and investors in basic decisions about the firm" (Gildea, 1994, p. 20+) Of course, that was then and this is now. In the past decade, Enron happened, and MCI/WorldCom, and "Martha" and any number of other smaller scandals involving companies that, if not known for their good works, at least were not known for bad ones until the misdeeds came to light. Like all other companies of any size, these companies had established public relations departments to make public note of gifts to charity and the like. Bread and butter to any corporate public relations department is their corporate philanthropy, often carried out while the company is busy in other areas wreaking untold havoc. A case in point is Enron."

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