Many still do not understand, living in the second decade of the XXI CENTURY, that it is no longer necessary to think only about advertising, marketing and the commercialization of products and services to reach the target audience, consumers. They strive to make them attractive but little or nothing reflect, do and much less prepare strategies to suit the recipient.
Although in many countries and economic sectors these disciplines are still the business panacea, they do not want to realize that today DOESN'T MATTER WHAT THE PRODUCT / SERVICE IS BUT WHAT IT REPRESENTS TO THE CUSTOMER IN THEIR MIND AND SOUL.
Developed and developing nations are more concerned with, in a conservative way, implementing the tactics and disciplines that generate a good level of sales and mainly taking actions that prevent the emergence of conflicts and crises led by groups or populations that are in against or are affected by the operation of a certain national or international company.
For example:
Doing philanthropy without recognizing the welfare damage they do, doing social marketing without building relationships, establishing institutional relationships but without managing a good public image, doing corporate social responsibility (CSR) without knowing for sure the scope of it.
In a recent study that I have been conducting on CSR, current trends in the discipline (much liked and palatable by current business managers) consider the importance of implementing social responsibility strategies in order to build a good reputation among internal populations and external that are impacted by the operation of a certain company.
Economic, social and environmental development are the three great bets that CSR or CSR (Corporate Social Responsibility) has contemplated so that from an ethical perspective and in accordance with the law, companies reformulate a business vision that meets the needs and demands of companies. populations with which they are related at the geographical, administrative, inter-institutional level, etc.
They think of reputation as a long-term sales strategy to have a good acceptance over time built through relationships and CSR actions that contribute to educational, health, sports, environmental development, etc., etc., etc. of children, youth, women and adults in general always under the vision of considering them as “disadvantaged”.
But what this vision has not detected and incorporated into its theoretical lines is that the construction of reputation first passes through a strategic management of perceptions, which controls the image projected by the company and that received by the audiences, in order to identify if the message, communication and mainly the intention is being well received and accepted by the target audiences on which there is an interest in influencing their adherence or collaboration to the dynamics of a certain company.
That is, a company with its CSR strategy must first design and implement a Public Image Master Plan that allows to correctly stimulate the recipients (no longer recipients) who, based on a positive perception about the ethical operation of the company, first judge, give their opinion and finally support any development project that the company wants to implement.
Throughout the readings on CSR and my graduate thesis I have been able to preliminarily conclude the following:
- That companies must first build, reinforce or modify their corporate public image to properly stimulate their audiences That this public image must be specified in the establishment of solid personal and institutional public relations that in the interaction build a sense of closeness that generates credibility and CONFIDENCE in the business proposal.But, what to do in the relationship strategy?, then implement strategies, projects and joint initiatives with the CSR approach that validates the intention of the company to want to contribute reliably to the integral development of the workers, families and communities involved in the operation.
That is why I say that I have identified that if Public Relations articulates the positioning of the Public Image, CSR ENSURES THE IMPACT OF THE SAME in the long term.
It's something like: if they see me, I want them to see me well; If they see me well, I want them to believe and trust me; if you trust me, I want you to be my friends; If they are my allies, I want to do things together so that they improve, therefore improve myself and the world where we live and that of future generations that I also want to be my friends.
