Daily Times Nigeria Monday, January 15, 2018
By Godwin Anyebe
B7
CSR
Understanding Corporate Social Responsibility , social marketing
The concept of corporate social responsibility (CSR) and social marketing has become a subject of debate among stakeholders. While it is believed in some quarters that CSR is a corporation’s initiatives to assess and take responsibility for the company’s effects on environmental and social wellbeing, social marketing aim mostly to transform habits and attitudes from a perceived negative one to a more positive one. Meanwhile, analysts believe that it has become necessary to turn towards social issues in order to maintain competitive superiority in the market. Nowadays, corporations carry out their public relations practices and present them to the public under the names of either corporate social responsibility or social marketing. Daily checks show that, these two concepts hold different characteristics even though corporations tend to ignore the differences. The most important reason for this is the fact that the population does not have preliminary information regarding social marketing and Ondo First Lady 3: Members of Arabinrin Junior Tennis Club in a “thank you pose” with the Ondo State First Lady, Arabinrin Betty Anyanwu - Akeredolu after receiving gifts from the first lady at Akure Recreation Club, Akure over the weekend. 13/ Jan/ 2018. perceive the projects realized by corporations as “corporate social For example, safe driving, eat- relationships with suppliers or charity fund that is formed gen- change in behavior in favor of soresponsibility.” erally by a profit making orga- ciety and individuals.” On this issue, a brand manage- ing healthy, family planning, the consumers.” According to him, “both are nization in order to make activi“While the aim of public relament consultant, Bernard Okha- reduction of tobacco use are cerkume told Daily Times that; “the tain topics. In social marketing highly related because CSR in- ties for the benefit of society. For tions is to adopt new products business world has become in- concrete products are marketed novative strategies involve the instance, the CSR unit of a firm and ideas; the aim of social marcreasingly competitive nowadays. as well. For example safety belt development of new products or may donate a sum of money to a keting is accepting a new behavCorporate social responsibility and condoms are good concrete processes that require social mar- school or a hospital, award schol- ior, rejecting a potential behavior projects have provided companies examples of social marketing.” keting initiative. For instance, the arships for poor children or sup- or ensuring that an old behavior introduction of recycled pack- port a cleaning day at a local park is abandoned. Public relations with esteem and brand recogni- He said. Further he said that “corpo- ages or the reduction of natural or a beach. CSR programs are activities are less concerned with tion. Other than production, profit, efficiency, and employment, the rate Social Responsibility is a resources, such as water or elec- mostly used to form a firm’s ‘good creating behavioral change in business world makes investments concept that cannot be explained tricity, may be communicated neighbor’ or ‘good citizen’ image. society and measuring the gain “A firm practicing CSR devotes from a campaign by assessing that benefit society; these are their easily either theoretically or em- as a CSR advancement that was corporate social responsibility pirically. Theoretically, examined made through social marketing 95% of its sources for profit mak- this change. On the other hand, ing and 5 % (or less) for making this is the main goal of social projects which influences the com- and discussed that there are more division. Overall, a part of CSR and so- the world a better place. However, marketing.” He noted. pany’s reputation in a positive than 25 different ways to define CSR . Various scholars, practitio- cial marketing are associated some studies point out that CSR is He added that; “when the manner. According to him “for a corpo- ners of CSR, groups and organi- with product development and not only a type of charitableness practices of social marketing rate social responsibility project to zations such as the World Trade innovation that may influence but a consistent policy supporting throughout its short history are long term goals. Over the years examined, it can be seen that be successful, several factors come Council and United Nations have the market value of the.” On his part, Pwano Maxwell companies are under mounting there are approaches that are less into play: the project needs to be made their submissions on the iswho once consulted for the de- pressure to take responsibility for to do with the discipline but that sustainable, its topic and practice sue.” Also speaking, a public rela- funct Savannah Sugar Company the effects of their corporate con- can change the world more. While abide by ethical standards, sensitive to society’s needs, embraced tions consultant, Fagbemi Olu- in Adamawa state said that; “the duct on society, especially when there is a very close relationship and supported by the company’s wafemi stated that, of a truth, intensity of social marketing and these effects go beyond the firms’ with the staff in public relations employees, create the aimed effect there is a difference between CSR differs depending on the life directs commercial interests. As in particular, social marketing is mainly related to the target popuon the target audience, and every corporate social responsibility cycle of the industry, the prod- a result, an increasing number of year, and the project needs to be (CSR) and social marketing, but uct or the typology of business. companies, big and small alike, lation outside the organisation.” In conclusion, terms such as evaluated to see how beneficial it the reason why most people find For instance, car companies that have dev it difficult to understand the dif- invest in environmental respectComparing public relations CSR and social marketing are is.” While making his submissions ference is the way and manner ful proposes, also invest in social with social marketing, he said being newly discussed, and it that; “actually, it may not be to- is interesting that corporations on social marketing, Okhakume the concept is communicated marketing. According to him, regarding tally right to compare public present their projects under the disclosed that the topics empha- to them. He expressed concern, sized are influencing social be- about the relevance of commu- there is a difference between CSR relations and social marketing corporate social responsibility tihavior in order to benefit society, nication when a brand engage in and social marketing he pointed practices because while public tle. CSR projects help corporation persuading individuals so that a corporate social responsibility out that CSR tends to be more relations is a discipline that has become more reputable and to be the wanted sale can be made, and project or social marketing initia- socially responsible than social existed since the first half of the preferred by the target audience. It could be said that there is the willing change of behavior. tive, admonishing practitioners marketing, due to stronger regu- twentieth century, social marketnot a definite separation between It is a question of marketing a to take content communication lations and the need to commu- ing emerged in the second half of product or a service. The goal is to into consideration when develop- nicate transparency. Moreover, the twentieth century. Naturally, the terms CSR and social marketbrand owners receive more pres- public relations have a much ing, however there are important sell something with a profit while ing strategies. Explaining the relationship be- sure from their stakeholders and stronger and more professional idealistic differences. When the increasing brand recognition and transforming a negative attitude tween CSR and social marketing, consumers who are getting high- background. However, the differ- sector is in such chaos, it is difhe disclosed that; “the relation- er demanding. It is significant to ences between the two concepts ficult for corporations to make and behavior into a positive one. “the aim of social marketing is ship between the two is based on state that companies with an in- can generally be summarized as: solid division between these two to find an answer to a social prob- a sharing a common goal, which tense use of social marketing fre- the organizational goal in public concepts. It is important that scilem and to enable positive change is gaining a competitive advan- quently introduce CSR initiatives relations is image developing and entific practices increase so that to assure a high skilled external forming good relationships with corporation can become more in the target audience. Like ser- tage: increasing the reputation of society and employers, while aware and thus end the meaning vice marketing, social marketing a brand, building the corporative labor. For Maxwell, “CSR means the social marketing aims to create confusion between the terms. is to market “an abstract product.” culture or establishing long term