1. Corporate Social Responsibility

2. Corporate Social Responsibility (CSR)
CSR is where organisations consider the interests of society/customers by taking responsibility for the impact of their activities on consumers, employees
Some underlying theories
Agency theory: Gailmaid, S (2009) & Garrone, P., Grilli, L, and Rousseau X (2013)
Legitimacy theory: M. Azizul Islam

3. Types of CSR Legal: Following the law is important for entities
Ethical business practice; better working conditions
Economic: business exist to make profit
Philanthropic: The desire to promote the welfare of others

4. Benefits of CSR Building relationships Donation to society
Company brand recognition
Business reputation/ goodwill
Increased sales
Customer loyalty

5. Activity: Using CSR as a communication strategy
Design a CSR communication campaign
Theme: “Research for Social Development”
Target audience
Message
Activities
M & E the effectiveness of the campaign

6. Activity
Target Audience
Message
Activities 1 2 3 4

7. Lessons Why CSR? Why the activity? Why the message ?
Why the audience ?

8. M & E the effectiveness of the campaign
INDICATOR
DEFINITION
How is it calculated?
BASELINE
What is the current value?
TARGET
What is the target value?
DATA SOURCE
How will it be measured?
FREQUENCY
How often will it be measured?
RESPONSIBLE
Who will measure it?
REPORTING
Where will it be reported?
Goal
Outcomes
Outputs