PR And CSR: A Strategic Partnership

Abstract

The literature pays special attention to the interaction between public relations (PR) and corporate social responsibility (CSR) (Masuku Moyo, 2013; Goi Yong, 2009; Ilieș, 2012), as strategic approach that will serve both the interests of the company and their audiences, by building good collaboration and mutual respect. Public relations can act in the public interest to answer the publics expectations and to support companies to be more attentive to social problems (Petrovici, 2015b, p. 77). In turn, the corporate social responsibility is perceived as part of the portfolio of public relations, a technique that establishes efficient relationships with different groups (Theaker, 2008, p.182). The paper rewiews the recent definition of public relations and corporate social responsibility and also examines the relationship between the two concepts. Our study will focus on the following research questions: (1) PR can be a mechanism to enable the realization of social goals ? (2) What is CSR ? As methodology, we opted for the questionnaire-based inquiry to a sample of 80 persons, students at Communication and Public Relations to identify the perceptions of a representative segment of public regarding the relationship between public relations and corporate social responsibility. In our opinion, the partnership between PR and CSR can be a reference point for the companies to improve corporate image and reputation and to cultivate collaborative relationships with different categories of audiences, stakeholders, customers, shareholders, donors or sponsors.