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Communication holds the key
to the effectiveness of
corporate responsibility in the neo global era. As the
world moves closer to oneness, spaces for mediated communication
on buzzing subjects like corporate social responsibility also widen.
The turn of the millennium saw growing consciousness of the corporate
to extend themselves beyond financial functions. Earlier,
corporate responsibility meant mere obligation towards the
economic rewards for the stakeholders. But now this component has
become more comprehensive. Besides quantifiable profits, it
includes various non-economic aspects with reference to the socio cultural
fibre of immediate neighborhood and beyond. In fact,
non-financial functions of the stakeholders are fast emerging as primary drivers
in both indigenous companies and foreign firms entering the
Indian market. While there is no denying the fact that corporate motives
for going beyond legal and regulatory compliance are not
completely philanthropic, the initiatives taken are absolutely in need.
In order to find out the fitting relationship between
communication mix and CSR, a broader outlook on communication and the
contextual framework of corporate responsibility is to be
fully comprehended. Terms used for CSR include: corporate
citizenship, corporate philanthropy, sustainable development and business
ethics. Each term opens up the scope of corporate responsibility. The
most widely accepted is CSR which means engaging in business practice
by emphasis on legal compliance, profitable production, conforming
to the regulatory strictures on one side and a proactive approach
towards community development, social well-being and ethical
decision making on the other. Corporate citizenship narrows it down to how
a corporate can become a socially, legally and economically
responsible citizen of the country. Enjoy the rights of belonging in order
to succeed as an organization but assume responsibilities towards
citizen's duties as you progress spells it out. Sustainability raises yet
another profound sentiment. Organizations must look at
the long viability of its being. Economic growth is a short-term
approach. It takes into consideration increase in economic activities for point
in time whereas development, both economic and social, is a
planned economic growth over a period of time. Philanthropy is more
Indian than any of the above for history lends credence to the fact
that businessmen used to donate heartily towards charity to
be known as good Samaritans. In all, the core impetus of all
these related concepts is towards responsible production
process, sustainable relationships and coexistence of inclusive
and exclusive growth for development. |
