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Business And Society - PDF

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Added on  2020-05-16

Business And Society - PDF

   Added on 2020-05-16

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Running head: BUSINESS AND SOCIETYBusiness and SocietyName of the StudentName of the UniversityAuthor note
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1BUSINESS AND SOCIETYIs Corporate Sustainability More Public Relations Than Real?Corporate Sustainability is an evolving concept that managers uses as an alternativemethod for the growth and development of the business (Pompper, 2015). Corporate socialresponsibility, sustainable development, stakeholder theory and accountability act as the fourpillars of Corporate Sustainability. It focuses on the sustainability of the company andrecognizes the growth (Eccles, Ioannou & Serafeim, 2014). On the other hand, publicrelations are a method of how companies, organizations and individuals communicate withthe media and public. A Public Relations specialist is usually required for managing theprocess of communication in organizations (Austin & Pinkleton, 2015). A Public Relationspecialist uses different tools and methods to increase the publicity of the activities orproducts of a certain company. Individuals related to public relations work for a companythat manages customer relations or the relationship between the employees and managers ofdifferent branch offices (Luo & Du, 2015). However, whether corporate sustainability ismore real than public relations has been discussed below.Governments, media and activists have adapted at holding the companies to accountfor the social consequences of their activities. Companies and organizations are judged andranked based on the performance of their corporate social responsibility. Business and societyhave an interrelationship (Tai & Chuang, 2014). This is because successful corporations needa healthy society. Strong regulatory standards protect both the consumers and the companiesfrom exploitation. Similarly, a healthy society also needs successful companies. There is amutual connection and dependence between the corporations and the society (Goleman,2017). This implies that both the business decisions and social policies follow the basicprinciple of shared value. Whereas, public relation tries to maintain a smooth communicationbetween the public and the organization. Communication plays a vital role in public relations.Therefore, plenty of problems or trouble arises when there is lack of communication in the
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2BUSINESS AND SOCIETYorganization (Parsons, 2016). If the receiver misinterprets the information then it createsconfusion in the organization. However, the role of public relations is not as real as corporatesustainability. A corporation’s impact on the society alters over time since the social standardsevolves and science progresses. Every company should sort out social issues and rank themin categories of potential impact. Creating a corporate social agenda is necessary as it looksbeyond the opportunities and expectations of the community. According to L’Etang, publicrelations practitioners generally manage corporate sustainability. Therefore, corporate socialresponsibility is a part of the public relations (Herrera, 2015). This is the reason why publicrelations specialists have always engaged with the corporate sustainability. Public relationsspecialists are regarded as experts for spreading and popularizing the information. Therefore,if the information is popularized more then it the society will function more smoothly. It hasbeen argued that public relations professionals have a chief role to play in the marketplace ofideas(Austin & Pinkleton, 2015). The specialists of public relations use plenty of techniquesand tools for boosting the public image of the clients. Public relations practice has a positiveeffect and contribution in the society compared to what corporate sustainability has.Therefore, the role of public relations is more real than corporate sustainability (Pompper,2015). It has been argued that the public relations practitioners needs to develop the researchand evaluation skills. This is because it is essential in relation to the corporate sustainabilityinitiatives in communities. These skills will ensure the individuals as to how the company’scorporate social responsibility policies and practices have benefitted the corporations as wellas the stakeholders in a transparent way (Luo & Du, 2015). Many companies have worked onthe four pillars of corporate sustainability and improved the environmental and socialconsequences of the company’s activities. Corporate social responsibility has the license to
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