The Role of the Corporate World
As the consumers of the 21st century are becoming more conscience of their impact on society and the environment, the pressure on businesses and government to adapt their policies accordingly is increasing. CSR is the business world’s philanthropic enterprise that are inspired by same intentions as charitable donations. Many corporations donate time, money, and personnel to these organizations while sustaining a profitable company (Atkins, 2006).
This concept demands companies to evaluate the needs of society by assessing its impacts through the activities involving customers, suppliers, employees, shareholders, communities, the environment, and any other stakeholders. Although some companies participate in CSR activities to adhere to current legislation, many companies create policies that advance these interests in an effort to put themselves in flattering light in the eyes of consumers (which will eventually lead to increased profits) (Atkins, 2006).
An example of CSR can be found in a company that guarantees regular purchases because it promotes healthy work environments and fair wages for employees. Some plans focus on educating the underprivileged or creating programs that specialize in HIV/AIDS awareness and/or treatment. A more commonplace tactic is the contributing aid to local and/or organizations for impoverished communities (Kotler & Lee, 2005).
The definition of CSR used within an organization can vary from the strict "stakeholder impacts" definition used by many CSR advocates and will often include and . CSR may be based within the , or departments of an organization, or may be given a separate unit reporting to the or in some cases directly to the . Some companies may implement CSR-type values without a clearly defined team or program (Kotler & Lee, 2005).
Corporations are quick to prevent interference in their business through additional or imposed by the government. By taking substantive voluntary steps, they can persuade governments and the wider public that they are taking issues such as , diversity or the environment seriously, and so preclude intervention (Atkins, 2006). Those operating away from their home country can make sure they remain welcome by maintaining a reputation as a good corporate citizen with respect to ethical standards. Critics concerned with potential corporate hypocrisy commonly suggest that intensified governmental and international regulation and enforcement are necessary to ensure that companies behave in a socially responsible manner (Kotler & Lee, 2005).
The Responsibilities of Media Outlets
There is a strict duty to report impartiality in mass media outlets, in a fashion that best serves the needs of its audience (French, 1984). The majority of advertising and promotional projects are controlled by the marketing department; it should be noted that this hypothetically eliminates any bias or extra coverage an organization may receive as a result of being featured (Atkins, 2006). Media outlets can help spread knowledge about social causes by advertising (at a discounted rate) or showcasing relevant stories in print or over the airwaves. These companies can withstand the pressure to integrate some form of CSR into their corporate governances, as exemplified in the descriptions of efforts previously made by media outlets:
New Technologies
Google Grants.
Google Grants offers donations for AdWords advertising (Google’s primary source of revenue) to several charitable organizations. The organization’s philosophy is to help the world in areas including science, technology, education, global public health, the environment, youth advocacy, and the arts. AdWords is 's flagship advertising product; it offers advertising, and site-targeted marketing for both text and in local, national, and international arenas. This form of marketing reaches Google users who search for specified keywords that are relevant to an organization’s cause by appearing as a sponsored link next to the listed search results. The program also offers companies an opportunity to review statistics regarding the success of the advertisement, including the totals and percentages of volunteer sign-ups, donations, and registrations (Google, 2008).
Atlanta Journal Constitution, San Francisco Chronicle, Boston Globe.
The Boston Globe, The Atlanta Journal-Constitution, and the San Francisco Chronicle websites regularly promote non-profit organizations; each joined forces with non-profit advocate Good2gether to launch the Do Good channel, a website designed to connect over 650 non-profit organizations with locals who are looking for a charitable cause to support. Do Good allows users to find, research and support issues and search by the type of cause, as well as level of involvement, including volunteering, making donations or attending an event (Duran, 2008).
Newspapers
The Modesto Bee.
The Modesto Bee, a central California publication supports local organizations through the donation of advertising space (up to $1,000 or $10,000 in one calendar year) with two intents: to enhance the quality of life in the greater Stanislaus County area while expanding the corporate image of in our community. To help local organizations extend their audience to include readership, approved organizations may be eligible to receive advertising space in The Bee at no charge or at a significant discount off of published rate prices. Organizations requiring more advertising can sign a custom advertising agreement with to receive 25% of the total contract value in donated advertising (The Modesto Bee, 2008).
The News Tribune.
The News Tribune is a newspaper centrally located in Tacoma, Washington that offers charitable contributions through the donation of advertising space as “part of [its] commitment to the communities [it] serves.” Like The Modesto Bee, it also lists two goals: to enhance the quality of life in the South Puget Sound Region while positively influencing the corporate image of The News Tribune in the community. It specifically focuses on programs that help the greatest number of people in the areas of need in the communities.
In cases where The News Tribune’s donation is requested to partially support a planned
marketing budget, or if a program is considered a program that is not covered by , the request may be considered for sponsorship evaluation. Sponsorships consist of a combination of paid advertising and a matching donation. In addition, sponsorships guarantee advertising will appear when desired.
Sponsorship advertising is published on a space-available basis, meaning
that after all paid advertising and other considered necessary space is designated for the day, a portion of the left over space is made available for public service announcements or campaigning. Preference is given to those organizations which demonstrate a clear need for
private financial help, enhance the community with projects that have measurable results,
and demonstrate a proven track record of providing services to the community (The News Tribune, 2007).
Television
MTV.
MTV (Music Television) is an network with the original purpose of playing music videos. Currently, the channel mainly broadcasts a variety of and targeted at the 13-25 age bracket. MTV's is considered one of the most influential media outlets for young people.
In addition to its regular programming, MTV has previously promoted social, political, and environmental . It has in the past sponsored three voter registration campaigns (Choose or Lose, Rock the Vote, and Vote or Die); Fight For Your Rights, an anti-violence and anti-discrimination campaign; and think MTV, a television show which features many different social causes such as abortion, gay marriage, and stem cell research. On April 6, 2001, MTV voluntarily stopped regular programming for a full day as part of a awareness campaign. A made for television movie, Anatomy of a Hate Crime (based on a true story of the 1998 murder of 21-year old ) was aired during primetime, followed by a discussion of the film. A series of pro-conservation ads called Break the Addiction is also aired on MTV to encourage viewers to become less dependent on fossil fuels (Haskins, 2008).
Advertising
The Ad Council.
The Ad Council is an non-profit organization that distributes on behalf of various sponsors, including non-profit organizations and agencies of the . The Ad Council generally does not produce public service advertisements itself; it instead acts as a coordinator and distributor. It accepts requests from sponsor organizations for advertising campaigns that focus on particular social issues. To qualify, an issue must be non-partisan and have national relevance. The Advertising Council then assigns each campaign to a volunteer advertising agency that produces the actual advertisements, then distributes the finished advertisements to media outlets (Ad Council, 2008).
Enviromedia.
EnviroMedia, a public relations and advertising agency based in Austin, Texas, held a contest to reward personnel who reduce their dependence on fossil fuel. Staff members are asked to track their usage and what they are doing to conserve fuel; those who participate will be entered into a drawing for prizes. EnviroMedia also offered $5,000 worth of pro bono marketing services to any U.S. small business that provided proof of the largest percentage decrease in employee fuel consumption over a 90-day period (EnviroMedia, Inc., 2005).
Conclusion
In an era of consumerism that is defined by its confidence in the media, it is vital for mass media companies to take responsibility for their roles in society. It is one of the chief duties of the media to be advocates of the society it exists within by support non-profit organizations and charitable causes consistent with the public interest. By understanding and applying the steps of CSR within the realm of the media, companies can contribute to the wellbeing of the current generation and generations to come.
References
Ad Council. (2008, November). An interview with Roy G. Avila. Retrieved November 27, 2008, from Ad Council: http://www.adcouncil.org/psab/2008_November_ December/makingadifference.asp
Atkins, B. (2006, November 26). Is Corporate Social Responsibility Responsible? Retrieved October 22, 2008, from Forbes.com: http://www.forbes.com/
2006/11/16/leadership-philanthropy-charity-lead-citizen-cx_ba_1128 directorship.html
Duran, M. (2008, August 25). Boston.com rolling out the online social graces. Retrieved November 27, 2008, from Newspapers & Technologies: www.newsandtech.com/issues/2008/September/ot/09-08_boston-social.htm
EnviroMedia, Inc. (2005, September 25). EnviroMedia Issues National Small Business Conservation Challenge: $5K Prize. Retrieved November 27, 2008, from CSRwire: http://www.csrwire.com/pressreleaseprint.php?id=4490
French, P. A. (1984). Collective and Corporate Responsibility. New York: Columbia University Press.
Google. (2008, November 18). Google Grants. Retrieved November 27, 2008, from Google: http://www.google.com/grants/details.html#program
Haskins, W. (2008, September 21). New MTV Social Net Capitalizes on Youth Idealism. Retrieved November 28, 2008, from TechNewsWorld: http://www.technewsworld.com/story/59459.html?wlc=1228216210
Kotler, P., & Lee, N. (2005). Corporate Social Responsibility. Hoboken, NJ: John Wiley & Sons, Inc. .
The Modesto Bee. (2008). 2008 Public Service Guidelines. Retrieved November 27, 2008, from The Modesto Bee: helpinghands.modbee.com/docs/2008_ modbee_giving.pdf
The News Tribune. (2007). 2007 Public Service Guidelines. Retrieved November 27, 2008, from The News Tribune: www.thenewstribune.com/documents/aboutus/PSG2007.pdf
