Download Corporate and Social Responsability

CORPORATE AND
SOCIAL
RESPONSIBILITY
BUSINESS
PUBLIC
IMAGE
What is a business public image
• Public image CREATED by the IDEAS and OPINIONS that the
PUBLIC has ABOUT the BUSINESS
Benefits of a positive public image
A brand people
remember
Stand out from
competitors
Attract and retain
motivated
employees
Loyal customer
and repeat
business
Strategies to build a positive public image
“Green” gifts
Donate to good causes
• Reusable water bottle, pens, items made from
recycled material
• One-off donations or percentage of sales, could also
be customer donations or fundraising events
Exceed customer expectations
• Nothing spreads faster than word-of-mouth…the
good and the bad
Ethical behaviour
• Honesty and integrity, but also keeping suppliers
accountable
Corporate sponsorship
• Creates community engagement – visibility,
positioning, publicity and market reach
Student Activity – Bad Publicity
You have been hired by McDonald’s as a PR specialist in order to turn around
this bad publicity.
You will need to create a strategy that includes:
1. What is the current PR issues
2. How this issue will be resolved
3.
Which channels will be used to communicate the outcome
IMPACT OF
ENVIRONMENTAL
ISSUES ON
PUBLIC IMAGE
Customers with like-minded values would return
Why care
about the
environment?
Modern employees are concerned about their
employer’s impact
Public image can be positively or negatively
affected
Climate change
Greenwashing
Pollution/Waste
Environmental
issues
impacting
public image
Animal
testing/cruelty
Energy use
Climate Change
•
Global warming impacts temperature, weather
systems and seasonal conditions
More storms and longer droughts
Harder to grow crops or feed cattle
•
Caused by various forms of pollution due to
production and consumption
Businesses are expect to act and reduce impact
Active changes creates positive public image
•
Measured by carbon footprint
Pollution/Waste
•
Pollution control is about cleaning contaminants after they have been
created or released into the environment
•
Problem = reactive not proactive
•
Businesses need to focus on pollution prevention strategies
Energy use
•
Production heavy industries and
businesses need to reduce energy use
Installing LED lighting
Updating equipment
Insulating buildings
Convert to renewable energy
Animal testing/cruelty
•
Safety of cosmetics, medicine and some
household products tested on animals first
No animal testing in Australia
• Many products sold in Australia contain
ingrediency tested on animals in other countries
•
•
Animal rights activist will name and shame
businesses who are associated with animal
cruelty or testing
Greenwashing
•
Businesses making false
claims to about being
“going green”
• Not really committed to
sustainability
• ACCC investigates as it is
misleading and deceptive
conduct
Student Activity – McDonald’s CSR
1.
2.
Research McDonald’s commitment to sustainable CSR practices in
relation to:
•
Climate change
•
Pollution/waste
•
Energy usage
•
Animal testing/cruelty
McDonald’s has been accused of “Greenwashing”.
What is it and how could this impact their business public image?