Study On Corporate Social Responsibility In The Field Of Public Relations

Corporate social responsibility is an important concept of many disciplines since the 20th century and a basic thought of constructing the harmonious relation among corporation, society and public. With the development of the people's attention of social quality, of surging of consumer's consciousness, of the development of different interests groups, the study of corporate social responsibility has developed from the dispute of corporate social responsibility while rising in the 20th century to the key research to how the corporate fulfill social responsibility to realize the long-term management. The development of theory and practice has impelled the change of the public relations' position, it begins to permeate through organizational management in an all-round way, has distinct strategic color. Emphasize that manages in the relation of organization and all interests person, relation consciousness and strategic consciousness that the public relations have are being strengthened constantly. Corporate are to the attention of the social responsibility question, the social call to responsibility, cannot but cause the chain related to public reaction thought and tactics. In fact, the theoretical research of public relations is responding to this kind of demand voluntarily too. In a certain meaning, it is exactly the production of the modern public relations, waking the social responsibility of the organize up , under the guide of the social responsibility theory, the public relations concept becomes clearer and clearer too. The thesis regards the theories of management and communication as support, has analyzed corporate social responsibility under the public relations vision, especially analyzed in depth the relation of their and social responsibility from thought, historical development and the organization, the public and role acted etc. of the public relations. Firstly, the thesis has defined the concept of corporate social responsibility, has introduced the concern about social responsibility of the public relations; Secondly, it has described the social responsibility meaning, characteristic and value in the public relations especially; Finally, it has carried on the discussion to the social responsibility the public relations practice, has stronger realistic pertinence. That corporate bear social responsibility can impel the joint that moves towards the interests instead of the focus conflicting between organize and public. The innovation of the thesis lies in:Discussion the meaning to social community responsibility from the public relations angle. There are several people paying attention in the past to the classification of the corporate social responsibility, to the definition of social responsibility in public relations and to the inherent relationship between public relations and social responsibility.