EFFECTIVE implementation of corporate social responsibility (CSR) programmes is one function that can promote positive publicity and attract more support to most organisations.
Even to those organisations which seem not to be receiving publicity and those which receive negative publicity can benefit a lot from positive publicity if they were engaged in effective CSR implementation.
By contrast, most organisations in this country have restricted and tied CSR functions to minor and short-term benefits of some local community, leaving out any medium and long-term CSR functions which can benefit local communities and the country for many years to come.
The purpose of this article is to highlight some CSR areas that organisations and businesses can be involved in that they cannot only benefit local communities but also workers, customers and the country as a whole, especially through gainful employment creation.
In the process, this article also aims at facilitating our esteemed readers, organisation’s top management officials and policy-makers to assess which CSR areas are important and how such can be prioritised to make Zambia a better place to live in for all.
The word ‘organisation’ will include any firm or business or any legal entity that has stakeholders and operates in a social and natural resource environment.
Therefore, the words ‘organisation’ and ‘business’ will be used interchangeably.
But before we proceed, George Chawezi Mhango from Lusaka thanks this writer and Sunday Times of Zambia for Public Relations’ Forum articles which come every Sunday.
Mr Mhango, who is a University of Zambia (UNZA) graduate in Diploma in Marketing under the Department of Adult Education and Extension Studies (DAEES), says the articles are very beneficial to him and many others because they are well-researched, practical and are effectively presented for the benefit of readers.
He says he benefits a lot from such articles because he doesn’t have to look for textbooks to read about what he wants to know on how PR relates and affects marketing since such articles are comprehensive, precise and clear. Mr Mhango says in modern business management, no business can survive without effective PR.
And Joseph Mwaba Chewe, who is studying Diploma in PR at UNZA DAEES, Ridgeway Campus, says he ensures that every Sunday, he has a copy of Sunday Times of Zambia because he finds Public Relations’ Forum articles very interesting and educative.
Mr Chewe says the articles make his studies in PR easy to understand, which further makes him feel certain that he will pass UNZA Diploma in PR final examinations.
And Andrew Matabishi in Lusaka and has just started studying UNZA Diploma in PR at Ridgeway Campus, says little did he know how wide and interesting PR was until when he started studying PR with this author and reading Public Relations’ Forum articles in Sunday Times of Zambia.
Mr Matabiashi, who is also a police officer, says Public Relations’ Forum articles make his studies in PR easy and interesting, adding that studies and Public Relations’ Forum articles will help him a lot in executing his duties as a police office.
Ferrell et al (2000) in Business Ethics: Ethical Decision-making and cases states that concepts of business ethics and social responsibility are used interchangeably although each of these terms has distinct meaning.
Ferrell defines business ethics as principles and standards that guide behaviour in the business world while social responsibility is defined as an organisation’s obligation to maximise its positive impact on stakeholders such as customers, employees, communities, suppliers, Government, etc.
Conservation and care for or sustainable use of natural resources is one of the areas which most communities and governments consider as part of CSR’s obligations.
And CSR and social responsibility are used interchangeably as they mean one and the same thing.
CSR’s historical developments is associated with the concern from members of the public, especially the religious groups over the unfair exploitation and destructive business practices some of the businesses were involved in, especially on unfair and exploitative workers’ salaries and conditions of service, quality of products, natural resources, etc.
Therefore, CSR and business ethics are more concerned with what is moral or immoral, right or wrong, fair or unfair, just or injustice.
In this regard, an organisation cannot claim to have high CSR when it is not ethical in most, if not all of its dealings with its stakeholders.
One can argue that an organisations does CSR-related functions according to its budget. This is true and highly advisable.
But it is also true that the higher the effective implementation of CSR programme, the higher the support from various stakeholders, and the higher the financial performance of an organisation for more CSR functions.
The question might be: ‘Which one gives birth to the other? Adequate budget or more CSR programmes? Or more support from stakeholders?’
CSR include areas such as improving on employees’ salaries and conditions of service, improving on product quality and performance, protecting and conserving natural resources, supporting the local community in various socio-economic needs such as infrastructure, facilities and services, among others. Giving donations, charity or alms to the vulnerable or the needy like the street kids is part of CSR, but not necessarily the only CSR function.
But if one analyses what has been stated above and reflects on how many businesses in this country do most or all the above, one might discover that few businesses or none at all do so all or some of such important CSR functions.
The way some organisations apply their CSR efforts reminds this writer of some of the pastors, bishops, etc who travel many kilometres from their home countries to go and spread the Word of God in other countries; leaving many sins and Satanism in their own home countries.
Look, Jesus Christ left His Father’s Kingdom to come on earth to die for our sins after He saw that His Father’s Kingdom had no evil practices, no sins and no Satanism.
It is only when you clean your own house that you can start cleaning other people’s houses.
Even the Holy Bible (NIV) states that you cannot remove a speck in your friend’s eye before you remove a log in your own eye (Mat 7:3).
The point is some firms resort to building a school or donating to a traditional ceremony function when the quality and the performance of their product or services need much to be desired.
Some organisations donate lunch and bathing water to street kids once in a blue moon when their workers are paid peanuts (‘masese’) and in some organisations such workers are often paid late or are in arrears for many months.
In some cases and in some organisations, such situations arise beyond the control of concerned organisations.
But in some, such exploitative and unfair practices are planned for and are well calculated to exploit respective stakeholders.
Look! No one is condemning any organisation feeding street kids once in a while or donating to traditional ceremonies like Likumbi Lya Mize, Umutomboko, Ukusefya Pa Ng’wena, Kuomboka, Kulamba, Nc’wala, Gonde, etc.
Such donations are important for successful commemorations of such traditional ceremonies.
But is this all an organisation can do considering many other pressing CSR areas that stakeholders such as employees, customers, etc, including implementing statutory obligations can do?
Can an organisation claim to have high CSR if it is evading tax?
Can an organisation be said to have high and effective CSR if most workers are paid below minimum wage?
How many firms in this country have a staff development policy, and to what level? Workers can be helped a lot if they are put on medium and long-term staff development training programme to gain certificates, diplomas and degrees in respective areas to benefit an organisation, respective workers, communities and the country as a whole.
How many firms in this country have permanent and pensionable conditions of service for most of their workers, if not just on some short-term contracts?
It is not fair to prioritise maximum profit motive at all times. While serving organisation’s profit motive, organisations should also consider the moral and CSR issues.
Why go far to conduct CSR if you have not done so with your workers, customers, investors, including paying statutory tax obligations?
As already alluded to, CSR is about being ethical. Know what is moral and what is not.
Know what is right and wrong. Be fair to others. Always do what is right. CSR is also about considering medium and long-term benefits of not only the firm but also those of the employees, the community and the environment under which an organisation operates.
It is always gratifying to learn that some mining organisations on the Copperbelt and elsewhere are highly involved in CSR medium and long-term activities such as helping the local communities in improving household food security, developing health and education infrastructure and their services and others.
It is hoped that such organisations are also taking good care of their workers, and that many other organisations will emulate such an approach in CSR functions for the benefit of not only the organisation but to all stakeholders.
The author is a PR Trainer and Consultant. For comments and ideas, contact:
Cell: 0967/0977 450151; E-mail:sycoraxtndhlovu@yahoo.co.uk)