Bir Halkla İlişkiler Aracı Olarak Kurumsal Sosyal Sorumluluk: Sosyal Refah için Araç mı Amaç mı?

Yıl 2019, Cilt: 4 Sayı: 1, 1 - 25, 30.06.2019

Ayşe S. Kara

Öz

Öz

Dünya çapında en çok ciro yapan şirketlere bakıldığında bu şirketlerin gelişmiş ülkelerde faaliyet gösterdiği

görülür ancak nasıl bir ironidir ki bu şirketler faaliyet gösterdikleri topraklarda üretimde yetersizlik ve gelir

dağılımında eşitsizlik problemine çözüm getirmekte çoğunlukla başarısız olmaktadır. Özünde, şirketlerin kuruluş

amacı topluma katkı sağlamaktır; şirketler, fakirliği azaltmada ve yaşam standardını yükseltmede toplumların

güçlü kaynaklarıdır. İki anahtar slogan olan ‘herkes için üretim’ ve ‘gelir dağılımında eşitlik’ kurumsal sosyal

sorumluluk (KSS) kavramının temelini oluşturur. Değişen rekabet anlayışıyla sürdürülebilirliğin gittikçe önem

kazandığı global toplumda şirketler; ekonomik, çevresel ve sosyal performans yönetim politikalarını hesap

verilebilirlik, şeffaflık ve sürdürülebilirlik ilkeleri doğrultusunda sergilemek durumundadırlar. Kurumların

sosyal sorumluluk projelerini artan bir hızla hayata geçirme gayretlerine tanık olsak da kavram için ne bir

üniversal tanım ne de uygulamalara yönelik bir standart vardır. Günümüz piyasası sosyal refahı arttırmaya

yönelik çalışmaları ödüllendirmektedir; bu da, işletmeler arasında kendini bu alanda en iyi göstermek için

yarış başlatmıştır. Bu yarışı konu alan en popüler argüman ise KSS çalışmalarının araç mı yoksa amaç mı

olduğudur. Bu çalışma literatürde yer alan teorileri, model, öneri ve eleştirileri detaylarıyla ele alıp sosyal ve

ekonomik hedeflerin birbirinden ayrı mı yoksa farklı mı olduğunu irdelemeyi ve KSS için kapsamlı bir tanım

önermeyi amaçlamaktadır.

Anahtar Kelimeler

Kurumsal sosyal sorumluluk, Halkla ilişkiler, KSS, KSS Araç, KSS Amaç

Corporate Social Responsibility As a Public Relations Tool: A Medium or Cause For Social Welfare

Öz

Abstract

When one takes a look at global companies with the biggest revenues, it is striking to see that despite they

operate in developing countries they mostly fail to offset the dynamics triggering insufficient production

and unequal distribution of income. Fundamentally, the founding purpose of a company is to provide for

the society in which they operate; firms serve pivotal importance in reducing poverty and increasing the

life standard for the communities they serve. ‘Production for all’ and ‘equity in the distribution of income’ are

two slogans forming the foundation of the corporate social responsibility (CSR) concept. As sustainability

is increasingly growing in importance in the face of dynamic competition and changing mindsets of the

global society, companies are expected to present their economic, environmental and social management

performance in accordance with the principals of accountability, transparency and sustainability. Since the

last decade, though corporations seem to be on a rush to carry out a variety of CSR projects, the concept

still lacks a universal definition and the practice lacks standardization. Now that today’s business ecosystem

champions practices with a focus on elevating standard of living for members of the society, a start has

begun among companies to present themselves as the best in giving back to the society what they have

taken back. The most popular argument encapsulating this race presents itself as whether CSR practices is

a medium or a cause. By presenting a detail review of the theories, models, propositions and critiques on

CSR practices found in literature, this paper intends to present a definition for the CSR concept and illustrate

that social and economic objectives are not so different as highlighted by the arguments surrounding

contemporary CSR practices.

Anahtar Kelimeler

Corporate social responsibility, CSR, Public relations, CSR medium, CRS cause

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