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Corporate Social Responsibility (CSR)

What is CSR?

The World Business Council on Sustainable development identifies CSR as; 'the commitment of business to contribute to sustainable economic development, working with employees, their families, the local community and society at large to improve their quality of life.'

The Significance of the Internet

Greater bandwidth and the technical developments of Internet 2 have led to a new way of seeking information. The computer is now the preferred tool for both opinion formers and researchers. The diversity of public opinion on any particular subject can be researched on-line at a fast pace. Events that attract instant publicity are now discussed on 'Blogs' and Bulletin boards within minutes of their occurrence.

Corporations need an early warning of a potential threat to their reputation, particularly if the propaganda put out on the Internet is politically motivated or is based upon false data. Often corporations need to respond quickly to a growing threat with their own facts in order to avoid the momentum of reputation damage.

Global Open will monitor the Internet and inform corporations of reputation threats so that they can respond rapidly when necessary.

 

Non Governmental Organisations

The internet has given an instant voice and influence to Non Government Organisations (NGOs) who rise in protest against companies not considered to be socially responsible.

Corporations seeking to enhance their role in local communities should identify worthy local organisations and maintain a dialogue with potential allies. Companies must be extremely careful in their choice of NGOs. The publicity given to the practice of CSR must stand the test of examination by political groups in opposition to the corporation.

Approaching NGOs

Activists monitor CSR with interest in order to identify corporate 'greenwash'. This is a term used by activists to denote the practice of hollow or insincere CSR. It increases the probability of being targeted by activists and political opponents.

The support of reputable NGOs will demonstrate a commitment to those affected by the activities of the company and should deter a counter-campaign by activists.

Global Open will identify and assess local NGOs that may be approached and report on whether dialogue could be useful.