What is the truth anymore...

Celebrities are not the only method companies use to try put a positive spin on the reputation. Corporate social responsibility (CSR) is used heavily in PR in order to address the issues of environmental concern, giving back to the local community and to show that companies are concerned about their customers and employees. The European commission defines CSR as “a process to integrate social, environmental, ethical and human rights concerns into their business operations and core strategy”. So if CSR is just seen as another process is it all just self interest in order to make themselves look good to the public or is CSR done because companies really do care (altruism).

By embracing CSR companies come across as having good morals and they believe in practicing good business. Looking into companies such as L’Oreal they use animal testing regularly but say they are looking into new methods. The website has lots of information on CSR and L’Oreal’s ethics but using animal testing does goes against what they apparently stand for. 

“We make apositive contribution to the countries and communities in which we are present” . The website is explains clearly what L'Oreal ‘do’ yet it seems to avoid presenting any examples of their work in practice.  They have carefully chosen to tell enough information to make people believe that they care but have missed out the proof…so is this just a lie? It is difficult to say whether CSR can be just seen as smoothing over the cracks or covering mistakes.

In 2006 L’Oreal acquired The Body Shop who practice ethical trading everyday and is a business that was built on being fair, ethical and environmentally website. When comparing the two sites The Body Shop has a lot of information of charities they are involved with such as Greenpeace and UNICEF with examples of what they have contributed to these charities, e.g. conducting a study into violence against children. The Body Shop is also a strong campaigner against animal testing but being part of the L’Oreal group surely goes against this? Well according to The Body Shop they are still managed as an independent company so they do not participate in the activities within the L’Oreal group.

Looking back to L’Oreal they acquired The Body Shop a company well known for being ethical, they also have Garnier within their portfolio a brand known for being green and using natural ingredients in their products. So can it be argued that L’Oreal can buy their way into CSR and it this true for other companies?

With CSR activities become more evident in all business due to the demand from consumers for more ethical business and the environment becoming an increasing concern awards have been set up. CSR Europe holding an award scheme is it now companies participate to win such awards and boots their profiles?

So with CSR a tricky topic to define where the lines of truth and lies meet is part of CSR propaganda. Is CSR just a way to lie to the public to keep them happy or to persuade them to buy into their business? Or should customers just accept that not everyone is going to be ethical and just be satisfied that at least something in being done, and that at least it’s a step in the right direction.

Even if you do get CSR right and participate in being a responsible business it does not guarantee that it will improve your reputation. “CSR does not compensate for poorcustomer service or poor performance”. By using PR tools such as CSR it does not always mean you will have a good reputation in the eyes of the public, it is not a guarantee that you will be liked.

In my next blog I will take a look back into the topics discussed and reflect upon PR and propaganda and how this relates to the PR practitioner.