engleski

Public relations model of a socially responsible company

For companies which operate as part of a large global corporation, such as CCBH, the socially responsible approach will rest on the global values of corporate citizenship, but it should also acknowledge the need to take account of local cultural specifics. A company that is a member of a global corporation cannot communicate effectively with different interest groups and audiences in the national environment by practising public relations unless it bases its strategy on the acknowledgement of specific local culture and interests. Thus, in the case of CCBH, its local communications and relationship-building strategies have been based on the local and regional socio-cultural values and patterns of behaviour found among the local community. In Croatia, the local quality of the strategy of a company such as CCBH, which is a part of a global corporation, does not only refer to its national focus (i.e. the balance between global and local determination), but it refers to its sub-national focus, regional focus and micro-local focus (on the region of Dalmatia and Dubrovnik for example.)

corporate social responsibility, public relations, global, local

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