Thursday, May 22, 2008
India PR: CSR--------The New PR Trend
 CSR—also called Corporate Social Responsibility, is a concept whereby organizations consider the interests of SOCIETY, by taking responsibility for the impact of their activities on customers, suppliers, employees, shareholders, communities and other stakeholders, as well as the environment. In the present work scenario, every business organization, small or big is increasingly becoming aware of their responsibility, which is not anymore just economic or financial but also the social responsibility which it owes towards the society. It is so said that these organizations must play a vital role in performing their responsibilities towards the society and most of them are doing this quite easily and happily. Let us see some brilliant examples of CSR from some of the top business houses: According to the BW-FICCI-SEDF CSR Awards 2007, the winner is Mahindra & Mahindra. Runner-up is NTPC. Jury's special mention is Apollo Tyres, and others shortlisted are- Tata Tea, MSPL and ONGC. Mahindra & Mahindra The staff of M&M says that, they dedicate their Sundays to social work. Mahindra group provides books and uniforms to adopted government schools, and the staff does the tutoring. They also run a registered public charitable trust—KC Mahindra Education Trust (KCMET), which provides crants, scholarships and loans to over 50,000 deserving and needy beneficiaries. They say that the focus of their CSR has always been on appropriate education, vocational education and livelihood training, with an emphasis on the girl child. Other CSR initiatives include the Mahindra All India Talent Scholarships that are awarded to deserving, economically disadvantaged students every year, chosen through an exam. It provides Rs 15,000 to each student over three years for pursuing job-oriented diploma courses at recognized government polytechnic institutes. The Chairman of M&M says that they aspire to make their CSR initiative more impactful. According to them the CSR activities not just contribute to the GNP (Gross National Product) but equally to the GNH (Gross National Happiness) as well. NTPC NTPC's CSR activities draw strength from the enthusiasm of its 24.500 employees, says GM for CSR. Its CSR initiatives are in the areas of health, environment, development of the girl child, and education. More than 200 villages and over 2,500 people have benefited from NTPC's CSR activities. Apollo Tyres The major area of concern for this organization is to stop the increasing danger of HIV/AIDS, and this is its area of CSR. It has undertaken the responsibility of making the major uneducated class that is the truckers, aware of the consequences of the disease. And there are various other examples because it is not just one or two but almost all such organizations who have indulged themselves in the CSR activity. It has turned out to be one of the easiest and the best possible way for every organization to gain publicity. Thus we see that it not only benefits the society but also gives equal or even more benefits to the organization. This is the high time to add CSR in your PR activities. Cheers! Team Renaissance PR " Nurturing Relations" |
