Public Relations and Corporate Identities: Corporate Social Responsibility- Genuine Concern or Mere Image Building?

Abstract

There is truth in the popular saying ‘It takes a village to raise a child’. In the present context of a globalised world- with increasing divides between people- a new saying has emerged –‘ It takes the concerted efforts of a company/companies to raise a village’. For many years Public Relations remained self gratifying, leaving little or nothing for society. The sixties saw the field of Public Relations being questioned at different junctures- its efficacy, philosophy and its very existence. The eighties saw a turn-around with Public Relations professionals taking it upon themselves to cleanse the system, to bring in some legitimacy and professionalism.Jamshedji Tata, the leader among social responsibility theorists in India said, ‘Wealth that comes from people as far as possible must go back to the people’. Most Public Relations professionals are of the opinion that a company that abuses its workforce or conducts business detrimental to society will not enjoy sustained success. In an era of globalization, multinational corporations (those that conduct business in more than one country) and local businesses are no longer able to conduct destructive and unethical practices, such as polluting the environment, without attracting negative feedback from the general public. With increased media attention, pressure from non-governmental organizations, and rapid sharing of global information, there is an increasing demand from civil society,