Good Business the rise of CSR

Why corporate social responsibility ?
Organisations in developed economies are today influenced by public opinion , shareholders, members of campaigning groups.Tench and Yeomans : 2006 pg 100). Also according Adam Garfunkel companies are also implementing CSR because of globalisation, the state of the planet , the information age and also risk and reputation management .
The PR practitioner can utilize CSR to build a company's corporate image and reputation.Most companies that are more interested about the bottom line can rest assure that practising social responsibility can be used to differentiate their organisation and so provide them with competitive advantage.
In a review of the role of PR firms in corporate social responsibility programs, Lisa Roner wrote in Ethical Corporation that "many early efforts to communicate on corporate responsibility have been high on production value and low on substance."As was discussed in the lecture some CSR programmes are not well thought through and can end up having a negative impact . The main issue that was also raised was that some companies end up targeting programmes that are not even remotely to their businesses.
The lecture and exercises helped me to clarify some impressions of CSR , I automatically thought that CSR was the PRO's responsiblity . I didn't fully grasped the role of PR in a CSR programme. Another point that i also recognized was that the practitioner has to work closely with other departments to formulate an effective programme.

References:
Tench and Yeomans(2006) . Exploring Public Relations. Prentice Hall
http://www.sourcewatch.org/index.php?title=Corporate_social_responsibility