Isn CSR just window-dressing that companies DO to keep critics happy?
CSR should never be used as “window-dressing”. It is unhealthy and very dangerous. We highly recommend any company not to say one thing in public and do the contrary behind closed doors. The community and the mass media will judge them and will, sooner or later, destroy their reputation, their business. There is though a strong link between CSR activities and the strengthening of a companys reputation and it is fair to be like this. As the community gains the support of the company, the company, latter, should measure the return on investment in terms of notoriety. Critics must admit though that it would be very difficult for a company to “fake” CSR in the long run, and definitely very expensive. Unfortunately, in Romania, many companies that get involved in the community life prefer to be quiet not to be misjudged by the mass media. We believe that communicating the CSR activity to the public by means of mass media is remarkably useful. The company should set an example for the busine
