Research shows that CSR improves long-term business performance and
that consumers prefer to patronise organizations with strong
histories of social responsibility. Customers and employees are
speaking with their values as well as their wallets! But consumers
especially are sensitive to empty promises and want brands to be
committed to the planet, sustainability and other social issues.
This book argues that trust is at stake for every organization and
is the reason why communications strategies must respond
authentically. If you can't be authentic about social initiatives,
then don't do it because CSR is not a publicity tool! Yet some see
the relationship as nothing but a marketing trick - an
organization's blatant self-promotion. This book will define the
real role of PR in CSR and what that relationship should be.
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