Media relations is wrongly being used as the primary PR tool. CSR is more likely to be undermined with the absence of comms staff.
Generally, the term 'social responsibility' is considered as a new field that has no clear meaning. CSR is really about moral and ethical behaviour - but this is hardly a new practice. Separate CSR and PR at your own peril.
- Kunal Mehta, PR lecturer at Greenwich University and Thames Valley University.
