Tag Archives: CSR

More of my commentary on Corporate Social Responsibility

Here are some more excerpts from my homework for Strategic Communications Applications class as we wrote and commented on a discussion board about Corporate Social Responsibility (CSR).

Examples Of Corporate Social Responsibility

Hampton Inns

In the late 1990s and early 2000s, Hampton Inns encouraged tourism on Route 66 and other historic roads and endeared themselves to a lot of Route 66 fans by sponsoring preservation projects along the route. The program was called the Hampton Save-A-Landmark program. I was made aware of the program through my own personal intense Route 66 fandom and related Route 66 news sources and events.

Sites that were targets for the preservation program received help with preservation projects along with a large and attractive signs for each sponsored location that was branded with Hampton Inns and the Save-A-Landmark graphics. The signs raised awareness among the public that the site was significant. Some historic Route 66 and other old roadside attractions are of an importance not always apparent to those not in the know about historic road trip subculture – they often look quite humble and unassuming. The signs helped to raise awareness of Hampton Inns also. From personal experience I know some Hampton Inns were patronized by many Route 66 devotees, at least during the time the campaign was running, even though sometimes the Hampton Inns were a little more expensive than the usual hotels the roadies usually patronized. Awareness of Route 66 makes road trips more fun and getting more drivers out on the roads is good for all businesses along the road including Hampton Inns. It makes sense for a large chain business to take action that helps all tourism as well as mitigates some of the bad feeling among preservationists when large chain businesses make it difficult for smaller historic businesses to survive.

Hampton Inns also made some Save-A-Landmark program branded games meant as giveaways for kids. Some of these games ended up in the hands of collectors (I still have one!) because they provided cases of them to the Route 66 community to distribute at Route 66 events. Adults grabbed some for their collections after the kids who were present got theirs. I loved this game idea because when I was young we had a Stuckey’s board game that I loved to play. I wish we still had it! Games are a great way to build brand loyalty in the young, to have fun and to educate. If I could, I would still patronize Howard Johnson’s, Stuckey’s and A&W often while on road trips. These places are rare now, but are brands I enjoyed very much in childhood. These brands have a place in my collections of road memorabilia because I enjoy the personal memories, the graphics and the history.

More info:
https://www.hotel-online.com/News/PR2004_2nd/May04_HamptonLandmarks.html

Here is the front and back of the game:
http://www.chasenfratz.com/wp/wp-content/uploads/2020/09/hampton_front.jpg 
http://www.chasenfratz.com/wp/wp-content/uploads/2020/09/hampton_back.jpg 

Ozark Outdoors Riverfront Resort

Ozark Outdoors is a resort and outfitter that services the area of the Missouri Ozarks where the Huzzah, Courtois, and Meramec rivers meet. Like several other float trip outfitters in Missouri, they give out mesh trash bags to their patrons and provide trash receptacles at the take out points to encourage and enable floaters to dispose of their trash responsibly. In addition, Ozark Outdoors has donated the use of shuttles, vessels and trash pickup containers in their role as sponsor of Operation Clean Stream for several years. Operation Clean Stream is a volunteer effort to pick up trash from land and bodies of water to clean up waterways and the environment in general. Ozark Outdoor stands to get more visitors if the rivers that they serve remain clean and beautiful so it makes sense for them to sponsor such an activity. The humans and wildlife in the area and downstream all benefit from clean water too.

More info:
https://ozarkoutdoorsresort.com/operation-clean-stream-on-missouri-rivers/
http://www.chasenfratz.com/wp/fit-and-healthy-on-route-66-operation-clean-stream-on-the-meramec-river/

Corporate Social Responsibility and Irresponsibility

Here is some more of my homework for Strategic Comminications class at Webster University. The topic of Corporate Social Responsibility is one that we have addressed several times. Here is one of my writing assignments followed by some of my online discussion posts offered as food for thought.

Corporate Social Responsibility and Irresponsibility

“Cuties” is a film recently added to the network Netflix that director Maïmouna Doucouré claims is “social commentary against the sexualization of young children” (Sandler). Enough people were either offended by the topic of the film or the marketing of the film to organize petitions, boycotts and the hashtag campaign #CancelNetflix (Sandler). Netflix did in fact experience a higher number of cancellations than usual in September 2020 as a result of what some interpret as the normalization of pedophilia and child porn (Sandler). In the long term, will the reputation of Netflix be harmed permanently?

Findings in the paper “Corporate Social (Ir)Responsibility and Corporate Hypocrisy: Warmth, Motive and the Protective Value of Corporate Social Responsibility” suggest that the negative backlash against Netflix will be short-lived (Chen 486–524). Sometimes the same firms engage in acts that are perceived as both Corporate Social Responsibility (CSR) and Corporate Social Irresponsibility (CSI) (Chen 486-487).

Netflix believes that showing the film “Cuties” is an act of CSR because it exposes and criticizes the sexualization of children, even though enough former viewers to create a noticeable spike in cancellations believes they have displayed CSI instead (Sandler). Netflix formerly employed actor Kevin Spacey to star in their original series “House of Cards” which was very popular and profitable for Netflix (Czarnecki). Netflix lost millions by firing Spacey to demonstrate support for the #metoo movement, but gained a great deal of good will from the public in return (Czarnecki).

It seems logical to assume that it is important to try to avoid the appearance of corporate hypocrisy – the difference between the perception of the values a firm vs. it’s actions. Is Netflix going to be judged as engaging in corporate hypocrisy, and therefore suffer in reputation? According to authors Chen et al in “Corporate Social (Ir)Responsibility and Corporate Hypocrisy: Warmth, Motive and the Protective Value of Corporate Social Responsibility”, hypocrisy does not always do harm to firms (Chen 487-490).

One factor that insulates a corporation against negative effects on its reputation is the perception of warmth (Chen 490). By accepting a significant financial loss to mitigate the “House of Cards” scandal (Czarnecki), Netflix raised their perception of corporate warmth to a great degree by promoting others interests above its own (Chen 490). In addition Netflix is “… a company that’s reinvented itself from being a tech-based internet-content-delivery machine to a creator of world-class content. Those two things combined have translated into an unprecedented reputational gain” (Czarnecki). Is there a rational reason for people to feel warm emotions toward a provider of entertainment as opposed to some other product or service? A paper by Eduard Sioe-Hao Tan suggests why that might indeed be the case (Tan 45). “A lay person’s understanding of what it means to entertain somebody involves being amusing or giving pleasure, activities associated with being a good host to a guest.” The entertainer may be considered responsible for voluntarily rendering a personal service to the viewer (Tan 45).

The perception of competence is another attitude that can mitigate CSI in the minds of stakeholders (Chen 490). Amazon is a company that is considered very competent but lacks the emotional connection enjoyed by it’s book-selling rival Barnes & Noble which connected with shoppers emotions by associating physical bookstores with nostalgic values (Czarnecki). Now that Amazon has evolved beyond just a delivery system of entertainment and is also in competition with Netflix as a producer of original entertainment content, the battle over viewer’s emotions will be interesting to observe. At a time when the spotlight is on racial injustice to a greater degree than is normal, Amazon and Netflix both made donations to organizations working toward racial equality (Hessekiel). Amazon donated 10 million, and Netflix donated 1 million. The amounts could reflect the resources available to each company for such expenditures, the awareness by Amazon that it needs to buy moral credits more than Netflix does, or perhaps some combination of the two. In that light, what is the meaning of WalMart donating 100 million?

Speaking of morality credits, another strategy that a firm can use to protect itself against harm to its reputation is to express aspirational messages of what it would like to do, or about the kind of society it would like to promote. The message of having certain values will give the corporation moral credits even if its behavior doesn’t always back up what it preaches (Chen 487-490). Whether a corporation’s behavior is always consistent or not, a strong investment in CSR does seem to have a protective effect on any future transgressions, intentional or accidental (Chen 517-518).

Works Cited

Chen, Zhifeng, et al. “Corporate Social (Ir)Responsibility and Corporate Hypocrisy: Warmth, Motive and the Protective Value of Corporate Social Responsibility.” Business Ethics Quarterly, vol. 30, no. 4, Oct. 2020, pp. 486–524. EBSCOhost, doi:10.1017/beq.2019.50. Accessed 28 September 2020.

Czarnecki, Sean, “Netflix tops the list for best corporate reputation.” PR Week, 2019, www.prweek.com/article/1580994/netflix-tops-list-best-corporate-reputation. Accessed 28 September 2020.

Hessekiel, David. “Companies Taking A Public Stand In The Wake Of George Floyd’s Death.” Forbes, 2020, www.forbes.com/sites/davidhessekiel/2020/06/04/companies-taking-a-public-stand-in-the-wake-of-george-floyds-death/#4e3e52d47214. Accessed 28 September 2020.

Sandler, Rachel. “Netflix Sees Spike In Cancellations Over ‘Cuties’ Backlash, Analytics Firm Says.” Forbes.Com, Sept. 2020, p. N.PAG. EBSCOhost, search.ebscohost.com/login.aspx?direct=true&db=buh&AN=145929254&site=ehost-live&scope=site. Accessed 28 September 2020.

Tan, EduardSioe-Hao. “Entertainment Is Emotion: The Functional Architecture of the Entertainment Experience.” Media Psychology, vol. 11, no. 1, Feb. 2008, pp. 28–51. EBSCOhost, doi:10.1080/15213260701853161. Accessed 28 September 2020.

Some of my comments on Corporate Social Responsibility and Facebook

“My view of Facebook is that they are mainly supplying a platform for people to use as they want, with spaces for advertising. Of course there are some extreme things that get banned. Sometimes I think the bans are fair and sometimes I don’t. One thing I have noticed is that they put a voting badge in the interface so you can quickly check your status or register. Let me try it right now…

Ok I noticed they spelled my name wrong on the paper I got back from the election board, so I’m going to have to look it up under the misspelled name. The voting button leads to a voting information page hosted by Facebook which has links to the usual stuff that any web page that is put up for public information would have – how to register, what are the requirements, what are the deadlines, etc. Kind of similar to what a lot of information sites put up about COVID-19 or any other important issue. It’s good for democracy (I know we have a democratic republic) for as many people to vote as possible who are eligible, so that is an example of CSR.

Another feature I like about Facebook is that you can do searches on advertising regardless of whether it’s an ad that would be shown to you normally, and see who paid for it. That helps a lot with transparency.

It’s my opinion that Facebook is not inherently good or bad, like with most things it’s what you do with it that makes your life better or worse. The people at the top running it can be good or bad and the decisions they make do affect people. I think there is potential for abuse and with any platform or any media we have to be informed about how it works and insist on transparency to keep it in check. I am very interested in media literacy and how it can help protect us. I agree with people who say that too much use is not that healthy, and I think that about TV and a lot of other things too. There are a lot of things that can be a good tool used mindfully and purposefully, including food, something which I’m using more mindfully lately with beneficial effect. As we keep learning in this field of study, we all think we are better at determining how to use media than other people, which means other people think they know better than us how to use it safely. I do worry about us serving media rather than media serving us.”

grocery_pickup_093020

“Speaking of voting, got these in my Walmart grocery pickup bag last night. It’s been awhile since I got a free sample. I like free samples and I like the voter registration encouragement. I tried texting the number and it works. When you get to the page on your mobile device, it gives you English and Spanish options. The data comes from https://www.ballotready.org/ and the card is branded with WalMart and the Consumer Action network. The Consumer Action Network is here – https://www.consumeractionnetwork.org/.

I looked at the web page for the Consumer Action Network and the issues they are involved with currently seem to mostly be based on beer and liquor sales and how to make it easier for consumers to buy beer and liquor. What do you think led to this particular partnership?

https://phone2action.com/  is involved in the technical part of the process.

I like getting the freebie of the reusable cleaning cloth. It’s good promotion for the product and always fun to try out a free product sample. Is the product good for the environment? There is enough info on the package to research it.

I was unable to get the QR code to work. It might be printed too small to work with my phone.

I’ve been uploading a lot of images to Facebook to move them from my phone to a computer for editing. With my technology setup at the moment it’s a fast way to do it and sometimes gets a discussion going in my feed. So I put my commentary that I’m writing here with the photo in Facebook. Since I was either mentioning voting in my text, or the image had to do with voting, an algorithm popped up in Facebook with a link to the voting information center that they put together. So – both Facebook and Walmart and a lot of people are very invested in voting. I could not detect any political partisanship in either campaign. I’ve always thought that everyone who could vote, should. And try to participate in civic duties and civic activities whenever possible. The government chapter we read in our textbook has some things to say related to this.”

“Also interesting is the choice of graphic on the voting drive card. It sends a specific message to people who know the origin of that type of image, and there are things in it that would resonate with people just because of the elements it contains even if they don’t know the history.”