ABSTRACT
This chapter explains corporate social responsibility (CSR). It examines the Virtue Matrix and considers the practitioner's role in advising management on CSR. The chapter views at cause-related marketing (CRM) and how that is different from CSR. It has reviewed attitudes to CSR policies and presented two case studies where CSR cannot be separated from the mission and values of the business. The two case studies chosen illustrate organizations where it is hard to separate the social responsibility element from the business itself. Both have taken social responsibility to heart as part of their mission and business values. Public relations is the function which is most involved with communicating with key stakeholders and is therefore in the best position to find out their views and expectations of how an organization interact with its environment. Public relations draws attention to CSR activities to enhance an organization's reputation, this goes against the private altruism of philanthropy.
