Original scientific paper

Public Relations and Corporate Social Responsibility

Majda Tafra-Vlahović ; University of Dubrovnik, Croatia

Abstract

The objective of the qualitative empirical research was to assess the quality of corporate social responsibility and public relations sectors in Croatia at the beginning of 2000s when the first signs of the implementation of corporate responsibility principles in relation to public relations were evident. The hypothesis was that corporate responsibility in Croatia in that period was at its beginnings and being formed as a partial strategy of some firms. Generally, it was not developed to a sufficient extent, particularly when it comes to the understanding of the government and was not inspirational environment for corporations.
The secondary research in the area of corporate reasonability and public relations resulted in list of ten intrinsically connected and effective variables. These were used for the exploration of public relations and corporate responsibility in the research which confirmed the hypothesis...
Since, in a creative synergy, both, public relations and corporate responsibility, can increase mutual efficiency, future research should start from the fact that both disciplines have similar objectives – to increase the quality of the relations of the organisation with its key stakeholders.

Keywords

corporate social responsibility; socially responsible business. stakeholders; public relations

Hrčak ID:

77901

URI

https://hrcak.srce.hr/77901

Publication date:

28.12.2011.

Article data in other languages: croatian

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