Question

“Promoting Social Change and Responsibility at Corporate Level -A Socially Conscious Management& CSR as Part of Public Relations-”

The Situation

You work in a large corporation (over 5,000 employees) as Head of Marketing Initiatives. You need to direct your superior’s attention to becoming a more socially conscious corporation. The concept you desire is somewhat similar to HP’s entrepreneurial attempt toward employees’ volunteerism; “HP’s generous volunteer policy allows and encourages employees to leverage their 4 hours of paid volunteer time per month to give back to causes and charities that they are passionate about” (HP Website, 2020).

Managing Change Challenges

Bear in mind that many employees and even managers may be against the change and are resisting any additional work out of their comfort zone. You have to make the case for managers in the proposal about how the benefits will outcome the monetary loss from the 4 paid volunteering hours including the company’s reputation, PR positive impact,measuring ROI if applicable, etc.).

Requirements

Develop a project proposal (directed to senior managers), an internal marketing campaign (directed to employees) and a marketing communications message for PR purposes (directed externally to shareholders, customers and the general public).

1. Upper Management Proposal- Your proposal must be convincing, presenting the highlight of your research in an executive summary, an implementation plan and an assessment of the benefits and ROI. The proposal will be delivered in two forms:
2. Internal Communications-Your presentation must be convincing and persuasive. You need to briefly explain the implementation plan and present the personal and overall benefits from this CSR attempt (how pros will outweigh cons, etc.). The proposal will be delivered in one form
3. External Communications-Your marketing message must be convincing and persuasive. You need to communicate the volunteering attempt as a CSR in the eyes of external shareholders, customers and the public. You will select a communication tool (social media, news, press conference, etc.) to reflect the message

Answer 1

CSR Proposal to Internal Team Members:

My dear Collegues, superiors & top management higher ups. I feel happy and proud to submit the proposal towards the CSR activity. Each and everyone of us do have a chance of extending our support towards its execution.

The purpose of corporate social responsibility is to give back to the community, take part in philanthropic causes, and provide positive social value. Businesses are increasingly turning to CSR to make a difference and build a positive brand around their company.

Corporate social responsibility typically falls into four categories: environmental, human rights, philanthropic and economic.

· Corporate Environmental Responsibility. ...

· Corporate Human Rights Responsibility. ...

· Corporate Philanthropic Responsibility. ...

· Corporate Economic Responsibility.

As a developing company lets through light to contribute whatever possible towards the community development activities. Hope each and everyone of us have undergone tough times in life. At that juncture we look forward for helping hands, be the problem related to monetary, personal issues etc. To sail through this we look towards getting graceful solutions.

Likewise there are lots of needy people in this community longing towards support. Lets give way from our heart towards contributing them on an identified developmental cause. This initiative can surely be supported by each one of us by extending our 2 hours pay / month. We may wonder why we should. But the wishes from the needy will definitely make the lives of us and our family members prosperous.

This collective initiative of us towards Corporate Social Responsibility will definitely increase the good will of the company in front of the public, clients, customers and other stakeholders. This will automatically boom our brand image. So kindly join hands to get this initiative implemented.

Communication about CSR activity to the external Stakeholders:

Dear Media & Press personnel. The agenda of inviting you is to inform that our company has visualized to enter into the CSR activity to develop the nearby community. This is a team initiative where each and every one of the team members will be a part. We look forward to support the sanitary welfare and the cleanliness needs of the people. The mission of this is, “Maintain Cleanliness to live a healthy life”.

We take pride to quote the extended support that’s been rendered by all our employees towards this initiative. For this purpose they have on whole hearted contributed their 2 hours pay/month.

We are proud of all our customers and clients who have supported us this long. Because without this nothing would be possible.