CSR is about being Responsible

By Dr. Tunde Ewedemi

Philanthropy is about being benevolent, CSR is about being responsible. 
CSR goes beyond having a “giving” culture; it goes as far as saying this is our responsibility and if we are a “responsible” organisation we have will do something about it, in a profitable way of course. 

Public relations approach to CSR is the act of developing strategies that will help our target audience to see us as a good and understanding organisation. Nigeria has also caught the “branding” bug and this trend is clouding the real purpose and thinking behind CSR. Branding looks at the target audience and communicates the corporate message using various media, while CSR talks to the corporate stakeholders and devise solutions to problems or issues connected directly or indirectly to the organisation. For example a pharmaceutical business that researches and develop drugs for cancer should be looking at 

This is a legitimate business practice but the “spirit” of CSR is approached from the angle of “what adverse impact is my organisation having on my staff, community and my environment and what can I do to begin to rectify them. 

When a CSR initiative is well researched, planned and orchestrated, it often results in good public relations. CSR needs public relations for the company to enjoy the ultimate brand awareness, customers can see through projects that are primarily motivated by the need for publicity and brand development. A genuine CSR project will go a long way in creating awareness both internally and externally.

* Published in the http://csrnigeria.blogspot.com/ on 6^th March 2010

*** Dr. Tunde Ewedemi is the Principal Consultant for Skyhigh Consulting, UK