Откуда взялось КСО

Вспомнил одну свою старую презентацию и обучение в институте. Попытаюсь передать основные вехи КСО. Как и родиной PR, родиной КСО можно считать Америку:

•1920s- Remark attributed to US President Calvin Coolidge: "the business of America is business,"
•1950s – Charles Wilson, former head of General Motors: what was good for GM was "good for America."
•1960s-1970s: increased scrutiny of big business. Corporate scandals. Time of public distrust in business.
•The Washington-based Media Institute published a book about media treatment of business in the 1970s, pointing out that almost half of all media portrayals of business were of illegal activities, and two-thirds of all business leaders in television entertainment programs were shown to be greedyfoolish, or criminal*.
Source*: Scott F. Cutlip, Effective Public Relations, Prentice Hall 1999

Идем дальше


1980s - New Era in CSR and PR
Surveys by the University of Chicago Opinion Research Center: Only 25 % of Americans expressed a "great deal of confidence" in major corporations, banks, and financial institutions.
Examples of changed worldview:
• Johnson & Johnson’s Tylenol crisis in 1984 (кстати компания повела себя чрезвычайно ответственно перед потребителями. Образцовый пример кризисного менеджмента.В.Г)
• Interest groups prodded American companies to pull out of South
Africa (из-за Апартеида В.Г. ).
•The professional ethics of business leaders and public relations practitioners, along with the social responsibility of their organizations, began to be scrutinized as never before on a worldwide basis: Perrier (кейс с бензолом), Union Carbide , Exxon Valdez's oil spill cases*.
Source*: S. F. Cutlip, Effective Public Relations, Prentice Hall 1999,
M. Regester & J. Larkin Risk Issues and Crisis management, CIPR

В девяностые люди начинают задумываться над тем что кризисы можно вообще то предотвращать и не допускать В.Г.
1990s-2000s issues management, CSR-part of business practice
Ever increasing scrutiny of pressure groups and governmental regulation. Golden Age of pressure groups.
Major issues:
Environment (Brent Spar Platform, Shell UK) CEO Pay vs. staff optimisation (AT&T), More companies proclaim their “greenness”: Bayer, P&G, McDonalds, Toyota*
Source*: S. F. Cutlip, Effective Public Relations, Prentice Hall 1999,
M. Regester & J. Larkin Risk Issues and Crisis management, CIPR

Вывод: бизнес ценой своих ошибок пришел к выводу что необходимо строить долгосрочную стратегию с учетом интересов соседей и групп влияния, партнеров и местных общин.
Именно так и должен работать бизнес в 21 веке.