Pr Technologies For Creating The Image Of A Socially Responsible Company

Abstract

The article is devoted to the study of modern experience in the implementation of corporate social responsibility policy. The study is relevant due to the fact that nowadays committing to the principles of corporate social responsibility is becoming a key aspect of the company’s activities, as well as making a profit. The social responsibility of an organization is becoming the most important factor for its economic freedom and efficiency. The author examines tools for implementing the social responsibility policy in Russia using the example of Ingka Centres. The company’s strategy takes into account modern principles of social responsibility and is aimed at development that is capable to create the most positive socio-economic changes in the regions of its presence, as well as to improve production results. The social policy of Ingka Centres is a significant competitive advantage of the company; it increases its attraction in the labor market and is aimed at attracting highly qualified employees and establishing long-term retention with them. Media coverage of social projects and events implemented by the company actually acts as commercial advertising, being an important tool for building audience loyalty. Two effective projects of the corporation, implemented in Omsk, are considered in the present article: the ecological campaign “Sort and Collect” and the social and educational campaign “Free City Tours”. Both projects fully comply with the mission of the studied organization and the classical understanding of corporate social responsibility as a voluntary decision of companies to participate in improving society and protecting the environment.

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About this article

Publication Date

31 March 2022

eBook ISBN

978-1-80296-124-9

Publisher

European Publisher

Volume

125

Print ISBN (optional)

-

Edition Number

1st Edition

Pages

1-1329

Subjects

Cite this article as:

Terskikh, M. V. (2022). Pr Technologies For Creating The Image Of A Socially Responsible Company. In & I. Savchenko (Ed.), Freedom and Responsibility in Pivotal Times, vol 125. European Proceedings of Social and Behavioural Sciences (pp. 130-136). European Publisher. https://doi.org/10.15405/epsbs.2022.03.16