Corporate Social Responsibility in Terms of International Public Relations
https://doi.org/10.21453/2311-3065-2019-7-3-66-77
Abstract
The purpose of this paper is to examine how corporate social responsibility projects are used for promotion of a company on the international arena. The objective is to develop a system of criteria for international public relations research on evaluation of project effectiveness within the practice of corporate social responsibility. The research is based on the analysis of corporate social responsibility projects of Coca-Cola, Gazprom, and LG Electronics. Comparisons between corporate social responsibility projects implemented in different countries by different companies suggest that they are much more similar than could be assumed. They build on the same set of target publics and similar country, temporal and social contexts. The conclusions demonstrate that the ongoing CSR projects are most successful in terms of international Public Relations
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Review
For citations:
Minaeva L.V. Corporate Social Responsibility in Terms of International Public Relations. Communicology. 2019;7(3):66-77. (In Russ.) https://doi.org/10.21453/2311-3065-2019-7-3-66-77
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