Assignment Literature Review of Corporate social responsibility (CSR)

Introduction of Corporate social responsibility (CSR)

            Corporate social responsibility (CSR) is an activity performed by corporations for the betterment of society and the environment. Companies involve themselves ethically in philanthropic activities to build a positive image of their brand. CSR activities positively impact the company brand image and potentially attracting more investors. For a successful brand, it is important to know what the general public thinks about the company. Customers prefer companies that are socially active and care about social problems. Companies that care about the environment, social issues and ethics of the country in which they are operating attract more customers than traditional profit-making companies.

The Impact of Corporation Social Relationship on Public Relations

            The company that is frequently involved in CSR activities shows good corporate citizenship behaviour. The corporate is culture is shifting from profit-making to CSR conscious culture. Employees now a day prefer employers who are socially active and involved in CSR activities. It gives them a sense of protection that a company that cares for the environment and people will also care about its employees (L'etang, 1994). There is also a famous term popular in CSR which is called ‘Triple bottom line’ which means people, planet and profit. In this term, people refer to their employees and workers of the company. Planer refers to how environmentally conscious the company is and how much it cares for the planet. The third and the last one is profit which is self-explanatory (Jenn, 2013).

            Most of the Fortune 500 companies and start-ups are involved in CSR activity. Companies also make partnerships based on CSR activities and shared values between them. The company considers its stakeholder's social and environmental expectations when doing CSR activity (Chapple, 2005). There are a few major CSR activities that are discussed below:

Environmental of Corporate social responsibility (CSR)

            The environment is now one of the major concerns globally because of the increasing rate of global warming. Companies are now trying to make environmentally friendly products. These are also incorporating methods of production that produce less or no environmental waste. Companies are focusing on reducing their carbon footprint as much as possible. This can not only benefit the society but planet in general. A good example of an environmental CSR can be Apple products which are mostly made from environmentally friendly materials and they have recently announced that their offices and data centres are now operating on 100% renewable energy (Kim, 2011).

Philanthropy of Corporate social responsibility (CSR)

            More and more companies are now involved in philanthropic activities. They are donating in the form of money, products, and services. Big companies like Microsoft, Apple, Google, and Amazon are involved in philanthropic activities. Microsoft’s CEO bill gates have founded the Bill and Melinda Gates Foundation which donates millions of dollars to charity annually. Apple has also involved in many philanthropic activities and supports AIDS patients with its product red line-up (Bartlett, 2011).

Labour Practises of Corporate social responsibility (CSR)

            Companies are also now conscious of their workforce and labour. They are now incorporating standards that consider laborer's health and safety. Companies that are involved in CSR follow ethical and social standards. This is especially true for companies that operate globally. They must follow the labor laws of the country they operate in.

Volunteering of Corporate social responsibility (CSR)

            The company also does CSR activities in the form of volunteering or sponsoring a social cause. When a company volunteers in a CSR event it shows its concern towards the planet and its people. The company according to their organizational culture attach themselves to NGOs that have the same values and are working on some kind of social issues.

CSR and Public Relations of Corporate social responsibility (CSR)

Application of CSR activities in A Hong Kong Company  

            When the company does CSR activity it essentially creates a relationship with its target customers. The more effective the CSR activity the stronger the relationship between company and customer will be. By working for a cause, the company develops a deep bond with its customers. The company that cares for its stakeholders will also care for their social and ethical concerns. Every step a company takes affects its stakeholders positively or negatively. The company builds a relationship of trust with its customers by doing CSR activities (Aksak, 2016).

             Before there was a concept of CSR companies relied on public relations to preserve their brand image. They focused on strengthening the relationship with their stakeholders. Public relations and CSR are now going hand in hand. Today companies focus on learning the social issues and ethical issues of their stakeholders and build relationships around them. Companies incorporate public relations as their management function in their strategies. Public relations are usually planned and deliberate but CSR activities, on the other hand, are not deliberate. Public relations are built solely for mutual understanding between the company and the customer (Benn, 2010).

              Canon Company works in the targeted market of Hong Kong. Canon Group offers a variety of safe and secure products to its consumers with a reasonable profit margin. According to the current market analysis, Canon Group is involved in the CSR activities to developed public relations in the selected customer segments. According to the literature and recent research studies, corporate social responsibilities and public relation building are becoming major requirements of the companies working in the local markets of Hong Kong. Currently, CSR trends are advancing in this market. Consumers are highly concerned with the social responsibility activities of companies. Therefore, for financial benefits as well as developing public relation companies are must be required to meet the conditions and requirements of CSR policies suggested by government or other regulatory institutes (Ying-kit, 2015; Hk.canon, 2020).

 The positive response toward the social and community development enables these companies to create a positive brand image in the market as consumers are more concerned towards actions rather than promises by these companies. Keeping the focus on the market requirement towards CSR, Canon Groups is implementing a successful CSR strategy in its operational processes. Other than business operations, Canon Group is also supporting other CSR activities which do not have a direct benefit for the profitability of the company. The following are the key CSR activities of the Canon Group (Hk.canon, 2020):

v  Humanitarian Aid and Disaster Relief of Corporate social responsibility (CSR)

Canon offers its volunteer services for the community to provide better health care services in the locality. A key example is the blood donation day arranged by the Canon Hong Kong Company. According to the information added at the company's official website, Company arrange blood donation day at least twice a day with the support of Canon Engineering Hong Kong Company Limited and Canon Electronic Business Machines Company Limited. Moreover, since 2015 company has raised its humanitarian relief fund around HKD 58,630 (Global.canon, 2018).  

v  Recycling Program of Corporate social responsibility (CSR)

Canon Company is also working on recycling projects to reduce waste from the environment. According to the company's report, during 2019 Company recycled 42,000 M³ wasted material which was equal to the 333 double deck buses. The following chart represents the continuously growing volume of recycled material by Canon Hong Kong.

Source: https://hk.canon/en/consumer/web/recycling-programs

v  Social Welfare of Corporate social responsibility (CSR)

Canon is also working on social welfare projects with the support of other companies and social welfare groups such as The Hong Kong Federation of Youth Groups and Disable Association Hong Kong. Company provided funds of HK $570,000 to the blind people for the life-transforming chance.

v  Education and Science of Corporate social responsibility (CSR)

Canon group also offer educational facilities and scholarships to the needy students to promote education in the community as a socially responsible company of Hong Kong. Currently, the company is running a "empower through imaging" campaign to promote a canon’s leading imaging technology.  Additionally, environmental awareness seminars are also held in the schools and colleges of the country to spread awareness about the strategies to control pollution and anti-environmental activities.

v  Conservation of the Environment of Corporate social responsibility (CSR)

Canon HK is supporting corporate participation for green. Employees of Canon HK are involved in various environmental protection activities and campaigns including “Walk for the Green Earth” and Green Power Hike”. Following this program, each year more than 100 volunteers are invited from the public to work hand in hand with the employees of Canon HK to collect sea-floating garbage including plastic bottles and wrappers.

Impact of CSR Activities on Public Relations (PR)

According to the analysis, all the above CSR activities of Canon HK Company are directly involving community which is an indicator of increasing interaction between community and representatives of Canon HK. By these CSR activities, Canon HK Company is trying to improve its public relations (PR). Fund raising activities, blood donation activities, and awareness seminars at educational institutes are reducing the distance between the consumers and Canon Company. In general, such activities are not only improving the brand image in the market but it also enables them to directly interact with consumers which is a successful initiative to support public relations (Hung, 2005; Franco, 2015).

According to the research findings, consumers prefer to buy from the companies which are directly involved in the activities that benefit their community and society (Franco A., 2015). By collecting garbage and recycling unnecessary products or waste materials Canon HK show to the selected segment that they are concerned with the development and betterment of the Hong Kong community and its people. According to research good news stories spreading about a company work as a trigger to increase positive public relations (Bartlett, 2011). Majority of CSR activities by Canon HK are a tool for public relations. According to literature, public relation is a state of the relationship between a company and the public. When Canon HK involve the community in its CSR activities and held awareness programs then they directly interact with the public. Thus, the relationship between the company and public moves in a positive direction. Consequently, brand image improves in the market and the company produces more revenue. Following the annual reports of Canon HK net revenue amount is presenting a positive growth trend from last many years (Global.canon, 2018).  See the following net sales bar graph presented by Canon Company in its annual report 2018.

Source: https://global.canon/en/ir/annual/2018/canon-annual-report-2018.pdf

Other than financial outcomes the award and certifications of Canon HK are also evident to its improved public relation in the community. During the last few years, Canon Company has been awarded several certificates that represents that Canon HK is becoming famous among the public because of its good reputation of a socially responsible company. Because of CSR activities Company has earned certificates and awards such as Carbon Reduction Certificate, Wastewi$e Certificate, Hong Kong Green Organization Award,  100% HK Branding Award, IAQ Certificate, and Green Office label. All these certificates and awards on CSR activities has also improved its public reputation as more people are now engaging in the CSR activities of Canon HK. Conclusively, it can be said that CSR activities have generated a positive impact on public relations of Canon HK.

Section 4 of Corporate social responsibility (CSR)

Reflection statement of Corporate social responsibility (CSR)

After conducting this literature review on the corporation social relationships on the public relations, I have learned and experience that I have to find out the more innovative and latest responsibility of the CSR that would be the good helping materials for the policymakers and management both. I have observed during this project that there must be several interesting activities added in this research to catch and involving the management of the Company. If we follow the above given discusses strategies of CSR than it provides quite accurate and good knowledge for enhancing the performance of the company and these theories are a complete guide for the policymakers to understand accommodate the management in effective manners and good ways.

As mentioned in the above-given research that there are several activities that can be a good resource for the policymakers in order to motivate band stakeholders for enhancing their confidence towards public relations. I cannot forget the one most important thing for this project which is related to the time management and effective activities of CSR. I have spent very less time while developing this project and literature for the explanations of the activities related to the CSR, and all of the activities are easy to use so, the practice for all of these activities can be started easily. These above-mentioned activities are more effective as compared to read out the entire passage and stories for underlining the particular passages.  To be flexible, I also have realized more than ever importance.  In the best of the research, project changes can be necessary because the research project must be implemented according to the nature of the policymakers because the major purpose of the literature is to understand the nature of the stakeholders and convey your message to the students. 

I have realized in this paper that the theories of the public relations and CSR practices of the valuable information for the policymakers by which the stakeholders can develop their strategies as well accommodate their managers according to their needs and requirements and they also can fulfil the needs of their managers related to the educational queries. I have observed during the analysis of these theories and development of the policies that are considered as one of the excellent approaches for making sure systematic and effective learning programs such to provide the particular structure for the CSR practices.

By applying the model of CSR, every manager can develop the strategy is very effective manners and good ways. This model also provides a holistic view of the CSR. But the most important and difficult thing that I have observed in this literature review that we have to keep in mind the exact and accurate form of these events because it is not something which can be specified in general for entire lessons.  But these all things must clarify decided for all of the learning objectives.  These objectives of the CSR theories must be clear by the entire person in effective manners.

As indicated in, these theories and observations of the authors that all performance is frequently required by their researchers and stakeholders and they must have to remember that all the queries treated to the subjects and these things must be clarified to the students in good ways. Meanwhile, the stake holder’s interest in public relations is the most important thing, and it mostly helps for understanding the students.  These CSR theories can be helpful by adjusting these according to the particular queries and requirements that the students have for understanding the various lectures. This can mould by adding some important points and structures for the objectives of the research in the literature review. By adding this we will be able to attain our aims related to the understanding of the questions.

As stated by the several authors, researches must have to decide set for the hallmarks for their management and class the research is a good example of the research study’s hallmark. This is the outlines by which the stakeholders and managers both can follow to continue on the same path of their studies because the teacher discusses it with their students to highlight what he or she is going to teach their good students and in what members he or she can help to their students.

I have observed by analyzing the various strategies of the CSR that are related to the public relations that this lesson plan easily used to represent the links or association among the Corporations' social relations and public relations that are incorporated in this lesson plan. It is the good options to evaluate earthier the practices are met to the particular learning characteristics of the students, and it is related to the course of the study that is necessary for the learning of the students. This strategy can be used for the needs and traits of an individual and groups, and it also shows the relevancy of the subjects either the educational theories are relevant to the topic or not.

The CSR theories also provide the various points to learn about the public relations band and the relationship of the Company. It also provides the ways how the understandings of the stakeholders can be built for the particular work. I really liked this lesson research, and I recommend to the policymakers that they must have to develop various innovations for understanding the stakeholders and conveying knowledge to them.  I strongly agree with the approaches and principals of the theories that are addressed for the CSR practices in this study.

Summary and Conclusion of Corporate social responsibility (CSR)

Corporate Social Responsibility (CSR) practices are essential for the social image building in the targeted markets of the organizations. The Corporate Social Responsibility (CSR) strategies work as marketing strategies for an organization to covey knowledge and promote the good reputation of the organization. Companies working in Hong Kong are specifically focused on Corporate Social Responsibility (CSR) strategies implementation to stand against competition and develop a competitive edge. Summarizing literature review, CSR strategies and practices play contributing and supportive role in the development of strong public relations (PR) with the stakeholders including society. Corporate Social Responsibility (CSR) practices are directly or indirectly linked with the financial and non-monetary advantages for an organization working in Hong Kong or any other country across the world. The Canon HK Company is following Corporate Social Responsibility (CSR) strategies which can benefit them in building a relationship with the society and other stakeholders. However, such strategies are also supporting them in building public relations with the community. Solid evidence of successful Corporate Social Responsibility (CSR) strategies and activities of Canon HK Company is the increase in the financial outcomes of the company over the fiscal years. Some examples of CSR practices and activities are seminars of awareness and garbage picking programs.

            After explaining all sections in this project, it can be concluded that personal and professional career development is an important thing to manage, and it is vital to look at all of its elements so that it can be reviewed as literature. It helps a person to know about his personal capabilities and skills as a learner. Learning is an important skill to keep things on the right track of a professional career. The discussion regarding the corporate social responsibility has also been very fruitful to look at all of its aspects, how Canon Company use CSR as a public relations tool, which helps them to get a good reputation in the eyes of their customers. The Canon Company has so many CSR opportunities to capture, and a professional should understand how Canon Company implement CSR activities. This knowledge can help a person to increase his capability to work as a multi-talented resource who knows different tricks of the trade. The overall discussion in different sections has helped to understand different elements related to a personal and professional career. It was great to understand the essence of CSR policy because if I would ever work as a policymaker in any Canon Company, I will do it effectively because I have all the necessary information. This information will not only help me to grow my career further but also make valid contributions to the Canon Company, where I will work as a resource.  

As indicated in, these theories and observations of the authors that all performance is frequently required by their researchers and stakeholders and they must have to remember that all the queries treated to the subjects and these things must be clarified to the students in good ways. Meanwhile, the stake holder’s interest in public relations is the most important thing, and it mostly helps for understanding the students.  These CSR theories can be helpful by adjusting these according to the particular queries and requirements that the students have for understanding the various lectures. This can mould by adding some important points and structures for the objectives of the research in the literature review.

It has been realized in this paper that the theories of the public relations and CSR practices of the valuable information for the policymakers by which the stakeholders can develop their strategies as well accommodate their managers according to their needs and requirements and they also can fulfil the needs of their managers related to the educational queries. I have observed during the analysis of these theories and development of the policies that are considered as one of the excellent approaches for making sure systematic and effective learning programs such to provide the particular structure for the CSR practices.

It is recommended to the Companies to frequently involve in CSR activities to show good corporate citizenship behaviour. The corporate is culture is shifting from profit-making to CSR conscious culture. Employees now a day prefer employers who are socially active and involved in CSR activities. It gives them a sense of protection that a company that cares for the environment and people will also care about its employees. There is also a famous term popular in CSR which is called ‘Triple bottom line’ which means people, planet and profit. In this term, people refer to the employees and workers of the company.