Defining the company's CSR strategy based on public opinion regarding philanthropy

Abstract

Many companies tend to assume the public's view of their business by projecting their own, particularly positive, opinion onto the public's opinion. That is especially alarming considering how many results of previous public opinion surveys indicate that companies with a tendency to have a rising opinion of their actions on one side have a declining public opinion on the other. Because of this, serious companies invest in developing and using customized public relations strategies that fit their situation and needs best. These needs are met from the inside, via the specialized public relations departments, or from the outside, by doing business with professional agencies offering consulting services to various customers. No matter the choice between these two approaches, the primary method is always based on measuring current public opinion, creating specific actions and messages to particular audiences, and analyzing the results that would bring new information to improve future outcomes. In addition to following selected models and strategies, following the latest and most popular trends dictated by public opinion is also necessary. Highfunctioning corporate social responsibility is the most sought-after attribute modern societies expect from companies in a competitive marketplace. Out of the four pillars defining contemporary corporate social responsibility, through economic, legal, ethical, and philanthropic responsibilities, philanthropic awareness and actions are most precious for a company seeking to build a reputation founded on generosity and social consciousness.