Original scientific paper
https://doi.org/10.47960/2712-0457.2019.2.1.95
THE ROLE AND APPLICATION OF CORPORATE SOCIAL RESPONSIBILITY AS A PUBLIC RELATIONS TECHNIQUE: EXAMPLES OF INTERNET CAMPAIGNS
Anđelka Raguž
; Faculty of Humanities and Social Sciences of the University of Zagreb, Zagreb, Croatia
Mia Bušić
orcid.org/0000-0002-9107-9185
; Degordia, Zagreb, Croatia
Jelena Jurišić
; University Department of Croatian Studies of the University of Zagreb, Zagreb, Croatia
Abstract
The paper deals with the concept of corporate social responsibility as a public relations technique
implemented with the two goals (Tench, 2009, p.111): a) the responsibility of an organization to act for
the benefit of the society within which it operates, b) to impact positively on an organization’s image
and reputation on the societies point of view, and/or more specifically, engaged stakeholders – in
order to gain profit.
The goal of this paper is to present/visualize the role of corporate social responsibility and ways how
to be applied in contemporary public relations. Two case studies show examples of such campaigns:
a) Croatian campaign by Ožujsko beer, Počeši s razlogom, aiming to raise awareness among the tar
-
get audience on the ways of early detection of testicular cancer and its treatment, and the other one
is French campaign by an online portal Addict Aide that became popular worldwide, called Like my
Addiction, aiming to raise awareness on alcoholism among young generations. A content analysis
conducted on published social media posts determined different approaches of using social media
platforms, although their key messages were similar. By presenting advantages and disadvantages
of the Internet, in comparison to the offline (virtual) media, this paper illustrates the opportunities
enabled by contemporary public relations, as well as whether the communication results of both
campaigns were substantial for the society.
Keywords
public relations techniques; corporate social responsibility; modern media; Počeši s razlogom; Like my Addiction
Hrčak ID:
233288
URI
Publication date:
10.12.2019.
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