Corporate Social Responsibility

CSR: A Strategic Publicity

ABSTRACT
The concept of corporate social responsibility came to the picture when there was a need to generate awareness among the corporate sector to do their duty for the society and the locality whose resources they are using plentily. This concept has gained importance in the present scenario as the organizations found it as one of the easiest ways to get media attention. Everyone from the business world and also to the media is using the public sentiment that they are actually conscious about their responsibility towards society. Publicity is the deliberate attempt to manage public perception of a subject. And from a marketing perspective it is a component of promotion. It is really hard to differentiate the activities now in the segments of CSR and publicity stunts. Whatever may be the condition and situation the bottom-line in the business world always remains as -- profit. There are for instance, organizations which are facing serious opposition from the local people to establish plants and spread their business. To pacify the anger and discontent they took shelter under a strong message in the media that they are going to give the people the best of rehabilitation scheme -a research product of one of the leading institutes of the country. A bigger joke then this cannot exist in this context, which shows to what extent the effort can be celebrated as a part of social concern.
Key words: Corporate social responsibility, publicity, Odisha, Nalco.