Study On Public Relations In The Field Of Corporate Social Responsibility

Since the concept of Corporate Social Responsibility (CSR) had been put forward in the early 20^th century, the study of CSR has been developed from the dispute of its rationality to the key research on enterprises fulfilling social responsibility actively and promoting the idea into the long-term development strategy. Through the supply chain of transnational corporation, this massive CSR wave has gradually expand to China as well. It is extremely urgent to guide national enterprises to actively fulfill their social responsibilities and upgrade their competitiveness. Kinds of industries and enterprises are facing more broad prospects and more severe challenges.The study of Public Relations has unique significance and value for the implementation of Corporate Social Responsibility. It prompted organizations to fulfill social responsibilities in a public-interest-oriented way, and to assume responsibilities and obligations as a "Social Citizen" to seek long-term strategic objectives. The traditional research of enterprise management and Public Relations took PR as a passive marketing strategy in a short-term tactical way, which made Chinese enterprises placed in a passive and inferior status in front of transnational corporations' strategic Public Relations with "social responsibility" as the focal point.In this background and requirement of the times, the study of Public Relations on the basis of social responsibility is of special practical significance. The thesis focuses on the main line of Corporate Social Responsibility and a detailed introduction to its concept and global movement. In close connection with the forefront of Public Relations theory and practice, the thesis also examines the possibility and inevitability of fulfilling social responsibility under Public Relations vision, with a historical and object-subject angle among the internal and external environment. Comparing the differences of fulfilling social responsibility between Chinese and foreign enterprises, the thesis further defines the influencing factors during the process. Finally, based on the above analysis and the concept of Corporate Social Responsibility, it attempts to explore the development of Public Relations strategies and provide some innovative ideas.