PR Practitioners on Managing Stakeholder’s Needs

Running head: PR PRACTITIONERS ON MANAGING STAKEHOLDER’S NEEDS
PR Practitioners on Managing Stakeholder’s Needs
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1PR PRACTITIONERS ON MANAGING STAKEHOLDER’S NEEDS
Corporate Social Responsibility (CSR) connotes to smart business actions that lead to an
improvement in the company as a whole, building integrity and developing sustainability. Public
Relations (PR) play a very crucial role in reporting all the actions relating to CSR that the
company performs or must perform in order to get more pronounced in the operational market.
Thus, it becomes very important for PR Practitioners to offer greater insights in devising and
deploying CSR activities that would resonate credibly with the chief stakeholders. They focus on
activities to promote productive business with greater consideration to the stakeholders of the
companies who frame the base for the better performances of the companies. The PR
Professionals have a unique position that is characterized by the rich knowledge that they have
relating to the variable needs of stakeholders mainly through their depth in experience with
technologies and dialogic communications (Seitel 2017). The messages that the PR Practitioners
carry are chiefly based on factual information and are very transparent. They are less
promotional and controlled and can leverage CSR activities to be personally important to
external stakeholders. Public relations serve to be the driving vehicle that shares the progress
made by companies who are engaging themselves in successful embracement of the strategic and
integrated nature of CSR to the world. The assert that CSR is a systematic and sustainable
approach to business that recognize and integrate the impact on and influence of the
stakeholders, that is the employees, shareholders, customers, supply chain and the environment.
Corporate Social Responsibility and Public Relations, in the present time are references
in the communicational activity that lies in the context of communities where the businesses
operate (Grunig 2013). The public relations aim to build and maintain a positive impression and
popularity of the companies so that the people in general have a clear and transparent idea of the
company and its activities. The CSR intends to improve the quality of life of the customers by
meeting the various social problems that the communities report to face. Realizing the
importance of CSR, the developed countries made it a phenomenon in their businesses that led
top the initiation of CSR programs for the benefit of the society. These activities relate to the
public relations instrument that strives to improve the image capital of the companies and
simultaneously accelerate their financial performances. With the increasing identification of
CSR to be very important for the growth of the companies, the concept has begun to be
recognized in the other countries as well. CSR and PR activities work in collaboration and both
these processes operate within the organizations with a link in between them. The PR department

2PR PRACTITIONERS ON MANAGING STAKEHOLDER’S NEEDS
has been considering CSR to be a new solution to improve the image of the companies in their
engagement in social problems that would bring clients and partners that are more faithful to the
companies.
The PR coordinates the external relationship of the companies that is not embedded
within the functioning of the different structures of the companies. However, it is also important
to understand the border that exists between the two phenomenon of corporate social
responsibilities and public relations that has been rightly manifested by various specialists and
their specialized literature. The concept of CSR is placed under the umbrella of PR since the
organizations come closest to the public through the intermediary role that is played by the CSR.
The primary activity of the PR is to focus on the researching and defining of the various
problems that the public complains about, both inside and outside (Theaker 2017). They trace the
attitudes, behaviors and opinions if the people who have a connection with the activities of the
company. Thus, they report about the problem and recognize opportunities relating to social and
environmental policies that would serve the social demands. They try to understand the relations
of stakeholders as well as their expectations and demands and aims to improve the relations with
the stakeholders’ network involved in the business. Thus, both PR and CSR use their abilities to
analyze and plan the relationship of the companies with various co-interested groups that the
companies come in contact with (Coombs and Holladay 2013). PR Professionals also involves in
implementing strategies and communicating them to the stakeholders. The not only introduce but
also monitors and communicates the strategies to the stakeholders that serve to be a very crucial
activity for the growth and development of the businesses. The PR Practitioners also play the
vital role of evaluating the pluses and minuses that occurs in the business processes that helps the
company to determine their position in relation the community and society where they are
operating. Thus, both PR and CSR have similar roles to perform in accordance to the needs of
the stakeholders in companies, however they differ in the final role where the PR evaluates the
situation where as the CSR implements the processes for the societal benefits (Stacks 2016). The
following diagram presents the steps common in between CSR and PR that diverges at the end
(Smith 2013).
PR COMMON STEPS CSR