CMN 146 Chapter Notes - Chapter 18: Corporate Social Responsibility, Social Capital, Deepwater Horizon Oil Spill

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2 Dec 2016
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Organizations work to create shared meaning with stakeholders. Based on the idea that an organizations behaviors should contribute to society. Social capital: the norms, cultural values and trust intrinsic to groups, organizations or communities. Social capital can strengthen a society and improve the environment (legal, economic, community) in which corporations operate. It is a certain kind of capital that can create advantages for individuals or groups pursuing their own ends. Includes the investment of resources with expected returns in the marketplace. Weak social capital provides resources to individuals. Strong social capital provides returns to both groups and communities. Both types of social capital can be creates by csr campaigns. For internal social capital, pr practitioners must be perceived as trusted communication experts. For external social capital, practitioners must build relationships with stakeholder groups that create trust: note the basics of the case studies involving crate & barrel, western union, and bp. Sent certificates to customers who had purchased home furnishings.

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