Professional paper

https://doi.org/10.47960/2712-0457.2019.2.1.71

PUBLIC RELATIONSAND PRO BONO CAMPAIGNS

Kristijan Sedak orcid.org/0000-0002-6755-0176 ; Catholic University of Croatia, Zagreb, Croatia
Veronika Novoselac orcid.org/0000-0001-7063-7195 ; Catholic University of Croatia, Zagreb, Croatia

Abstract

Corporate social responsibility (CSR) is a concept in which a business subject willingly and in interaction
with other parties decides to contribute to a better society. CSR builds and connects businesses,
employees and the community. One example of such business is taking on cases pro bono (Latin: for
the public good). Representing clients for free on a volunteering basis is an acceptable and welcome
way of solving business problems, mostly for financial reasons. For companies and organizations,
it is a method of building new social and professional relationships through the active building of
image and expanding their list of satisfied clients.

Keywords

corporate social responsibility; public relations; pro bono

Hrčak ID:

233237

URI

https://hrcak.srce.hr/233237

Publication date:

10.12.2019.

Article data in other languages: croatian

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