Post-war CSR perspectives in Serbia
(2018) In Master Thesis BUSN49 20181Department of Business Administration
- Abstract
- Purpose: With this study, an attempt was made to present an in-depth analysis of and study the interaction between PR agencies and their client’s CSR strategies in order to illuminate the contributions of public relations to these, and also to review current CSR activities applied in Serbia. Furthermore, the purpose was to foster the role of PR as an agent for change regarding CSR strategies.
Research questions: How do individuals at Press Office in Serbia understand CSR? Are these understandings coherent and shared between the individuals at Press Office? How can PR be used as an agent for change and effect real action at Press Office? What are the different approaches of doing CSR in Serbia from their point of view? Are there... (More) - Purpose: With this study, an attempt was made to present an in-depth analysis of and study the interaction between PR agencies and their client’s CSR strategies in order to illuminate the contributions of public relations to these, and also to review current CSR activities applied in Serbia. Furthermore, the purpose was to foster the role of PR as an agent for change regarding CSR strategies.
Research questions: How do individuals at Press Office in Serbia understand CSR? Are these understandings coherent and shared between the individuals at Press Office? How can PR be used as an agent for change and effect real action at Press Office? What are the different approaches of doing CSR in Serbia from their point of view? Are there differences between local and international companies?
Methodology: Following an abductive approach, we developed a qualitative study simultaneously working with existing theories and literature and collected empirical material. Our thesis results were attained by two different data collection methods, semi-structured interviews focussing on two key informants and on-site observations.
Findings: During the study, it became apparent that the PR agency and its client organizations mostly use CSR as a concept in their daily businesses, but do not always interpret it in the same way. Whereas the PR agency itself showed a high inclination to act upon CSR in order to “do good”, local and international companies differ in why they approach CSR initiatives. Some have the same intentions Press Office have, some rather do it for the image and in order to generate higher profits. The war and the recent political situation in Serbia might be a reason for the lack of CSR activities in local companies.
Contributions: Our results contribute to the underdeveloped research field studying the relation of PR and CSR by connecting our study to a practical example. Furthermore, we focus on a more active role PR can adopt in order to be used as an agent for change and effect real action related to CSR. Our aim was also to strengthen the knowledge of CSR and educate not only companies but also individuals better in regard to the concept of CSR in post-war Serbia. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/8949431
- author
- Demir, Esra LU and Maldonado Menéndez, Janina LU
- supervisor
- organization
- alternative title
- The relation between PR and CSR in a small-sized agency and its clients
- course
- BUSN49 20181
- year
- 2018
- type
- H1 - Master's Degree (One Year)
- subject
- keywords
- Corporate Social Responsibility, CSR, Public Relations, PR, Stakeholder, Shareholder, Reputation, Image, Credibility, War, Change Agent
- publication/series
- Master Thesis
- language
- English
- id
- 8949431
- date added to LUP
- 2018-06-19 13:38:54
- date last changed
- 2018-06-19 13:38:54
@misc{8949431,
abstract = {{Purpose: With this study, an attempt was made to present an in-depth analysis of and study the interaction between PR agencies and their client’s CSR strategies in order to illuminate the contributions of public relations to these, and also to review current CSR activities applied in Serbia. Furthermore, the purpose was to foster the role of PR as an agent for change regarding CSR strategies.
Research questions: How do individuals at Press Office in Serbia understand CSR? Are these understandings coherent and shared between the individuals at Press Office? How can PR be used as an agent for change and effect real action at Press Office? What are the different approaches of doing CSR in Serbia from their point of view? Are there differences between local and international companies?
Methodology: Following an abductive approach, we developed a qualitative study simultaneously working with existing theories and literature and collected empirical material. Our thesis results were attained by two different data collection methods, semi-structured interviews focussing on two key informants and on-site observations.
Findings: During the study, it became apparent that the PR agency and its client organizations mostly use CSR as a concept in their daily businesses, but do not always interpret it in the same way. Whereas the PR agency itself showed a high inclination to act upon CSR in order to “do good”, local and international companies differ in why they approach CSR initiatives. Some have the same intentions Press Office have, some rather do it for the image and in order to generate higher profits. The war and the recent political situation in Serbia might be a reason for the lack of CSR activities in local companies.
Contributions: Our results contribute to the underdeveloped research field studying the relation of PR and CSR by connecting our study to a practical example. Furthermore, we focus on a more active role PR can adopt in order to be used as an agent for change and effect real action related to CSR. Our aim was also to strengthen the knowledge of CSR and educate not only companies but also individuals better in regard to the concept of CSR in post-war Serbia.}},
author = {{Demir, Esra and Maldonado Menéndez, Janina}},
language = {{eng}},
note = {{Student Paper}},
series = {{Master Thesis}},
title = {{Post-war CSR perspectives in Serbia}},
year = {{2018}},
}