Hoorcollege 5 Flashcards
CSR
Corporate Social Responsibility
Why is CSR important
- Business and society are interwoven rather than distinct -entities
- Business should help to solve social problems
- CSR is the continuing commitment by business to behave ethically and contribute to economic development while improving the quality of life of the workforce.
5 key principles of CSR by Business in the Community
- To treat employees fairly and equitably
- To operate ethically and with integrity
- To respect basic human rights
- To sustain the environment for future generations
- To be a caring neighbor in the community
5 elements to define CSR
- Voluntary practices
- Responsibility
- Accountability
- Creation of social value
- Respect for the interests and values of stakeholders
Golden cirkle (sinek)
Why (Few knew why, what purpose) How (Some organizations know how) and What (every organization knows what)
Motivations for CSR
Business case: driven by economic benefits
Ethical case: driven by values
Sorts of ethical motivations
- Deontological ethics: Focus on action. An action is morally right if it is in agreement with societys moral rules.
- Teleological/consequentialist ethics: highlight consequences. maximizing happiness, welfare. Need to give greatest happiness to greatest number of people.
- Virtue ethics: focus is on attitudes or moral character. important issue is the way the decision maker thinks or feels.
Theoretical frameworks that explain why CSR
- Stakeholder perspective
Firm is a network of relationships with multiple stakeholders in which the maximization of economic value is not enough to justify the purpose and succes of a business. - Social contracts theory
Society is a series of social contracts between members of society and society itself.
Types of CSR communication
- Structural: communication in the CSR process. Alignment is central
- Instrumental: Communcation about CSR carried out by the company. Increase trust, reduce scepticism and improve supportive behavior
3 types of strategies for CSR communication
1. Informing Telling, not listening 2. Responding Listen to tell 3. Engaging Dialogue
Risk of CSR
Green washing: when an organization spends more time and money on marketing itself as environmentally friendly than on actually minimizing its environmental impact.
Typology of communication tools used in CSR communication (Seele & Lock 2015)
Based on 2 dimensions, 4 types. Public vs private and instrumental vs deliberative. Public instrumental (reports, rankings, public to satisfy economic needs), private instrumental (satisfy economic needs, strategy, internal communication). Private deliberative (related to dialogue, staekholders conferences) public deliberative (related to dialogue, blogs etc).
Categorization CSR communication
PESO model (Dietrich 2014): Paid, Earned, Shared, Owned media.
Six-stem CSR implementation framework (Hohnen 2007)
From CSR strategy design to CSR in action.
- Undertake a CSR assessment
- Develop a CSR strategy
- Develop CSR commitments
- Implement CSR commitments
- Ensure and report on progress
- Asses and improve
types of ethical theories
Utilitarianism (consequentionalist) & Kantianism (non-consequentionalist)
Utilitarianism
Consequentionalist perspective. The morally right action is the action that produces the most good. To maximize the overall good. Objection: It permist the sacrificing of individuals and minorities for the greater good.
Kantianism
Non-consequentionalist perspective. Deontological perspective. Motivation determines whether acion is ethical or not. An action is only moral if you can make your reason for acting into a rule that everyone can follow. Could become a universal law
Profession
A calling especially one that involves some branch of advanced learning or scince.
Profession characteristics
- mastery of a particular intellectual skill through education and training
- acceptance of duties to a broader society than merely ones clients of employers
- objectivity
- high standards of conduct and performance
characteristics of PR practice
Reflective
Managerial
Operational
Education
