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The Role of PR in Corporate Social Responsibility: Building a Positive Brand Image

Corporate Social Responsibility

Corporate Social Responsibility (CSR), the ethical obligation of businesses to contribute positively to society, has evolved from a mere buzzword to a core component of business strategy.

When you think of the name Tony Elumelu, your first thought is the United Bank for Africa (UBA), and next, you think of the Tony Elumelu Foundation. A Google search on the Tony Elumelu Foundation states that the non-profit organization, founded in 2010, has empowered over 18,000 Africans. Elumelu’s image has been impacted positively because of the initiatives of his foundation.

Individuals in the film and movie industry are familiar with the MultiChoice Talent Factory (MTF) initiative. Launched in October 2018 by MultiChoice, MTF is a shared-value initiative providing a free platform for creatives to develop their talent and engage with one another through their passions. Because of this initiative, MultiChoice has further positioned itself as an authority in the film industry locally and internationally and gained partners as renowned as the New York Film Academy.

Companies increasingly recognize that their success hinges not only on financial performance but also on their impact on society and the environment. They are embedding CSR initiatives in their plans to build a positive brand image, gain loyalty, and meet societal expectations. CSR encompasses a wide range of activities, including environmental sustainability initiatives, charitable contributions, ethical labor practices, and community engagement. CSR is no longer an optional add-on but a fundamental expectation from consumers, employees, investors, and other stakeholders.

Public relations play a pivotal role in shaping and communicating CSR efforts. Without proper publicity, companies end up underutilizing the benefits CSR affords their brand, or the publicity around the initiative causes a backlash, resulting in negative sentiments for the brand. In the context of CSR, public relations serves as the bridge that connects a company’s responsible actions with its audience. Coca-Cola experienced backlash because of bad publicity around a CSR initiative.
While scoring high on its CSR regarding climate change, Coca-Cola failed to plan for the backlash from failing to meet its commitments to reduce single-use plastic, which spilled over to its climate change successes. If effective PR tactics focused on communication, building credibility and trust, engaging stakeholders, and having a crisis management plan to address the failed CSR initiative, the negative sentiments would have been greatly reduced.


To ensure effective PR and maximize the impact of CSR, companies need to adopt the
following strategies:

Authenticity: CSR initiatives should be genuine and align with the company’s values and mission. Authenticity resonates with audiences and prevents accusations of “greenwashing” or insincere efforts.
Storytelling: Humanize CSR efforts through compelling storytelling, which can make initiatives more relatable and impactful.
Transparency: Be open about goals, challenges, and progress. Regularly report on CSR activities through sustainability reports, press releases, and social media updates.

Public relations helps companies build a positive brand image that resonates with today’s socially conscious consumers. As the expectations for corporate responsibility continue to rise, the relationship between public relations and CSR will become increasingly vital for businesses striving to make a meaningful impact.

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