CSR role
Written by dogosh on 3/27/2008Ever heard or knew what of CSR, CSR was Corporate Social Responsibility, basically that already times the company realised the importance of giving attention to their human resources in the social field for example; each one of the company's days gave the spiritual shower, motivation, etc. also pay attention to / guaranteed the security, comfort, etc. uptil now many companies that "over the profit oriented" without thinking about the condition social surrounding area.. for friends that more knew please let me know, it was also true or not like that, please was corrected if doing something wrong ?
For me as personal, CSR precisely was related to the environment around their company. for example carried out the development of the community, the improvement of means and the infrastructure in the environment around the factory or the company. that was clear, if being not wrong that was the form of social responsibility this company, for example:
About CSR that uptil now to trend just in Indonesia (in fact this has been a long time but possibly the package that was different) how the execution of the CSR program could be said as one of the promotion sites (possibly more to be precise the promotion below the line), CSR = marketing strategy ? That I knew indeed uptil now many companies that formed dept community development (or was that knew with commdev or CD) for this CSR problem.
even uptill now CSR also as the "security" site of the company, was up to you to interpretation this case in the "security" the problem, both that the product and his corporation personally, if I positioned this CSR execution was divided into two aims.. the first was for companies that were involved in the mining (like Antam or Inco) the CSR aim was more to the side of constructive corporate the image and two were for companies like unilever that had the CSR aim that was more again "impure", selling.. or you all had the other opinion? I salute with the execution of these lifebouy program shared healthy, according me its work of their HOMEWORK could really be successful.. the execution of the program was successful!
Just sharing information... in the MIX magazine edition of program PR & people, the edition 1 rose on January 20 – on February 20 2007 was complete enough to discuss CSR or program PR that it was thought was successful, one of them "shared Sehat" from Unilever. Possibly we could contact the team of MIX magazine editorial staff to get the magazine (if outside has been difficult to be obtained).
According me , CSR its very important for the company because apart from corporate the image that was built at the same time getting the belief from the community, and better CSR was good must be also published to the community so that they know the CSR program what has been done by this company. The good CSR program was the combination between the Marketing aim and PR was them must be able to the co-operation to get the best results, and did not lose the importance of the Media's support (the publication in the media)
Spoke about CSR, must be clarified before concerning the form from the creature who was named CSR. Basically the task from marketing and PR with CSR was different. Marketing more to a method of 'appealing to the' consumer' to want somewhat sacrificing with gave resources him to the producer of the product.
Whereas the PR more to the division that became a funnel for the company. The example most concrete the PR like Andi Malarangeng, spokesman of the Presidency. Such was the task of PR in the company. Whereas CSR more to the study and action to help the impact of the business that was undertaken by the company. The example, Astra Honda Motor that co-operated with police untuk faced together faced rumours of the safety of the motor. From there could be seen that Astra only was not responsible for selling the motor but also responsible to resulting from from Astra sold many motors would the rumours of many motor drivers who liked to be unreasonable. The three functions of this company were united by the point of view and the company's mission.
That made CSR was grey because the company advertised their program CSR. Possibly although the person saw that CSR the company walked and the company not only just wanted the merchandise . But the outcome was confused. He wanted CSR or formed Brand Image or Marketing? If so was not sincere please? Therefore not surprised the company often the clash with the activist LSM. LSM would be really criticism to saw odd matters like that.
CSR better be publicity that consciously was carried out by the mass media. So the CSR program was indeed covered by the mass media because the CSR program of a company went consistently!
If the CSR concept that was put forward by me that was not the cost of investation, its wrong. The stability of the company was happened because of the social stability and politics. So if because of the business our rule of the community became chaotic and the indifferent company. Yes goodbye… to revenue. Therefore, by setting aside several percent of Return on Investmen to CSR precisely would helping our company continued to stand. That caused CSR to become was the cost because of the program that was not in accordance with the definition of the company's business. For example Astra Honda Motor was in charge of the problem of the control of the waste of Bantar Gerbang. For me that CSR that became the cost because of being not in accordance with the definition of the AHM. business except AHM sanking money excrements -sorry rather rough- was still being mixed in the problem of the waste. But for the limited fund. Choose the program that in accordance with the definition of the company's business.
The CSR scope also was bisected, that is:
Moreover had the other opinion that CSR was Corporate Social Responsibility. However in fact, especially in Indonesia, CSR was often confused with the Marketing activity or in other words companies in Indonesia often united CSR Activity with Marketing Activity. For example, CSR Activity from companies in Indonesia, often in-publish in the media in order to increase Sales or Marketing activity.
But if returning to the real aim, then: CSR was the company's activity that was connected with Public Relations or non-profit activity. Output from CSR would be comparison straight with the Image from this company, or the existence of the company in Long-Run the period was linked with his relations with stakeholder available in the company (not only shareholder), including the community around it. The good CSR from the company will produce Sustainability from this company in long run. Because we knew, the company was built was for Long Term, not only Short Term or only not be based on shareholder value creation.
Whereas Marketing was the company's activity that was connected with the Profit creation this company. Output from Marketing would be comparized straight with Sales and the Profit from this company. Marketing is generally measured with Sales and shareholder value creation in the form of the achievement of the company.
If speaking about the CSR comparison in the USA sometimes was used also as the media for corporate there to reduce the number of taxes that must be paid. Why? Because by carrying out the CSR activity that was reported and in accordance with criteria the US government, then corporate this had the right to get the reduction in the tax so many percent.
According to the opinion of some communities that CSR necessarily to fully intention for the External factor (the Culture, environment and the Community) and not to Internal (assets, Profit, HR, Share Holder, etc.). Although in the end several effects will return to Internal (especially the Image).
In fact CSR or SR (Social Responsibility) was one of the available activities in company. but depended on his company also, CSR this was put in the company's program or only was limited in the non routine activity. In the big companies usually they put this CSR as the Key Result Are (possibly the naming difference to each one company), so was the routine program and structuring in the organization, and for finance also could continue to one route with the mother (cash flow finance the mother) and was also that was separated and independent but under control finance, remained at the problem of the policy, to small/the medium company usually continued to be to the mother finance, because of the fund current usually would supporting also by company apart from dari the contribution or other funds. So please was chosen, approximately whatever that is the best for this CSR.
For me as personal, CSR precisely was related to the environment around their company. for example carried out the development of the community, the improvement of means and the infrastructure in the environment around the factory or the company. that was clear, if being not wrong that was the form of social responsibility this company, for example:
- PT. R*** pulp & paper, Promoted the economy of the community around that with provided the capital to the resident around the factory to become The craftsman of the cane work, made the dam for the irrigation of the community's paddy-fields.
- PT. Bhinea In the processing field of wood, With the limitations of his private forest land, that was relevant distributed the prospective tree albasia to the community around to in planted in his land was their respective, for The reforestation and afterwards in the certain age would in bought by this company... finally the community around the factory even merchandise, not the seed to distributed from the company, even cultivated personally... (very smarts, finally this company never the lack of the raw material).
- etcetera.
- Corporate social marketing (the company's Support for the campaign social like anti illegal drugs, etc.)
- Cause Promotion (provided several funds to produce awareness masayrakat towards the social problem)
- Corporate Philantropy (gave the donation to the environment around in education or the environment)
- Cause related marketing (the Donation that was given from his product sales revenue)
- Community Volunteering (included the employee in supporting social programs)
- Social Responsibility Business Practice (the Application of the practices of the business willingly that was not compatible with social ethics and human rights)
About CSR that uptil now to trend just in Indonesia (in fact this has been a long time but possibly the package that was different) how the execution of the CSR program could be said as one of the promotion sites (possibly more to be precise the promotion below the line), CSR = marketing strategy ? That I knew indeed uptil now many companies that formed dept community development (or was that knew with commdev or CD) for this CSR problem.
even uptill now CSR also as the "security" site of the company, was up to you to interpretation this case in the "security" the problem, both that the product and his corporation personally, if I positioned this CSR execution was divided into two aims.. the first was for companies that were involved in the mining (like Antam or Inco) the CSR aim was more to the side of constructive corporate the image and two were for companies like unilever that had the CSR aim that was more again "impure", selling.. or you all had the other opinion? I salute with the execution of these lifebouy program shared healthy, according me its work of their HOMEWORK could really be successful.. the execution of the program was successful!
Just sharing information... in the MIX magazine edition of program PR & people, the edition 1 rose on January 20 – on February 20 2007 was complete enough to discuss CSR or program PR that it was thought was successful, one of them "shared Sehat" from Unilever. Possibly we could contact the team of MIX magazine editorial staff to get the magazine (if outside has been difficult to be obtained).
According me , CSR its very important for the company because apart from corporate the image that was built at the same time getting the belief from the community, and better CSR was good must be also published to the community so that they know the CSR program what has been done by this company. The good CSR program was the combination between the Marketing aim and PR was them must be able to the co-operation to get the best results, and did not lose the importance of the Media's support (the publication in the media)
Spoke about CSR, must be clarified before concerning the form from the creature who was named CSR. Basically the task from marketing and PR with CSR was different. Marketing more to a method of 'appealing to the' consumer' to want somewhat sacrificing with gave resources him to the producer of the product.
Whereas the PR more to the division that became a funnel for the company. The example most concrete the PR like Andi Malarangeng, spokesman of the Presidency. Such was the task of PR in the company. Whereas CSR more to the study and action to help the impact of the business that was undertaken by the company. The example, Astra Honda Motor that co-operated with police untuk faced together faced rumours of the safety of the motor. From there could be seen that Astra only was not responsible for selling the motor but also responsible to resulting from from Astra sold many motors would the rumours of many motor drivers who liked to be unreasonable. The three functions of this company were united by the point of view and the company's mission.
That made CSR was grey because the company advertised their program CSR. Possibly although the person saw that CSR the company walked and the company not only just wanted the merchandise . But the outcome was confused. He wanted CSR or formed Brand Image or Marketing? If so was not sincere please? Therefore not surprised the company often the clash with the activist LSM. LSM would be really criticism to saw odd matters like that.
CSR better be publicity that consciously was carried out by the mass media. So the CSR program was indeed covered by the mass media because the CSR program of a company went consistently!
If the CSR concept that was put forward by me that was not the cost of investation, its wrong. The stability of the company was happened because of the social stability and politics. So if because of the business our rule of the community became chaotic and the indifferent company. Yes goodbye… to revenue. Therefore, by setting aside several percent of Return on Investmen to CSR precisely would helping our company continued to stand. That caused CSR to become was the cost because of the program that was not in accordance with the definition of the company's business. For example Astra Honda Motor was in charge of the problem of the control of the waste of Bantar Gerbang. For me that CSR that became the cost because of being not in accordance with the definition of the AHM. business except AHM sanking money excrements -sorry rather rough- was still being mixed in the problem of the waste. But for the limited fund. Choose the program that in accordance with the definition of the company's business.
The CSR scope also was bisected, that is:
- It was outside that the company, like that has been analysed by me above.
- In the company, the company only was not responsible to the environment .
Moreover had the other opinion that CSR was Corporate Social Responsibility. However in fact, especially in Indonesia, CSR was often confused with the Marketing activity or in other words companies in Indonesia often united CSR Activity with Marketing Activity. For example, CSR Activity from companies in Indonesia, often in-publish in the media in order to increase Sales or Marketing activity.
But if returning to the real aim, then: CSR was the company's activity that was connected with Public Relations or non-profit activity. Output from CSR would be comparison straight with the Image from this company, or the existence of the company in Long-Run the period was linked with his relations with stakeholder available in the company (not only shareholder), including the community around it. The good CSR from the company will produce Sustainability from this company in long run. Because we knew, the company was built was for Long Term, not only Short Term or only not be based on shareholder value creation.
Whereas Marketing was the company's activity that was connected with the Profit creation this company. Output from Marketing would be comparized straight with Sales and the Profit from this company. Marketing is generally measured with Sales and shareholder value creation in the form of the achievement of the company.
If speaking about the CSR comparison in the USA sometimes was used also as the media for corporate there to reduce the number of taxes that must be paid. Why? Because by carrying out the CSR activity that was reported and in accordance with criteria the US government, then corporate this had the right to get the reduction in the tax so many percent.
According to the opinion of some communities that CSR necessarily to fully intention for the External factor (the Culture, environment and the Community) and not to Internal (assets, Profit, HR, Share Holder, etc.). Although in the end several effects will return to Internal (especially the Image).
In fact CSR or SR (Social Responsibility) was one of the available activities in company. but depended on his company also, CSR this was put in the company's program or only was limited in the non routine activity. In the big companies usually they put this CSR as the Key Result Are (possibly the naming difference to each one company), so was the routine program and structuring in the organization, and for finance also could continue to one route with the mother (cash flow finance the mother) and was also that was separated and independent but under control finance, remained at the problem of the policy, to small/the medium company usually continued to be to the mother finance, because of the fund current usually would supporting also by company apart from dari the contribution or other funds. So please was chosen, approximately whatever that is the best for this CSR.
| Posted in »
0 Comment: Responses to “ CSR role ”