In this article, Kurian poses the idea that "corporate social responsibility (CSR) may be an invention of PR." With the widespread use of the four Rs, (reduce, reuse, recycle and re-think) as well as the emergence of sustainable projects, one can note that the two ideas were publicized and may be even created by the practitioners of public relations.
This leads me to ask this question: If public relations practitioners can make up corporate social responsibility and actually have companies adopt to it, can we somehow make environmental concern a norm on the campus of Florida A&M while making students adapt to it? Maybe corporate social responsibility is taking a step. Maybe it is moving, or evolving, from the corporate world and heading to the world of public institutions like schools. This leads me to think about the survey data my group collected. Many students weren't concerned at all. This may be because the environmental movement is early in its evolution. The movement may be turning a new leaf that they just aren't familiar with yet.
We need to make the Student Green Energy Fund a part of FAMU. Kurian mentions that now it is normal to see a CSR tab or community outreach section on a corporate website. Maybe in the future this will be a norm for universities too! In relation to the green energy fund, our job is to make FAMU a part of that early adapter group.
One way we have suggested to achieve the SGEF is to partner with a larger organization on campus that is more prominent. Kurian poses the idea that this may not work because of the perception of the masses. The masses know that corporations donate money to worthy causes. The problem is that the masses also know that they can receive tax deductions and refunds because of these donations. This makes the public question the sincerity in these actions. Similarly, as Kurian says, "The corporation lies, steals and kills without hesitation... Corporate social responsibility is impossible except in so far as it is insincere."
This makes me wonder if partenring with SGA is a good idea. Students feel that they take advantage of their power and often have negative attitudes towards them. This is also the reason many students, more than 60 percent, do not participate in campus elections. The FAMU Green Coalition should keep its crisp image as a clean student organization. Its brand might be ruined if it partners with the wrong group. With these ideas in mind, I think we can come up with a fantastic way to encourage support.
Kurian, P (2005). Imperializing Spin Cycles: A postcolonial look at public relations, greenwashing and the separation of publics Science Direct, 19(3), 513-520. doi: S0749-3797(00)00195-1
I have to agree with Ms. Mosby. Though, I see the benefits within the corporate world of partnering with larger organizations when implementing sustainable practices—I do not think partnering with the FAMU SGA would be a good step. The FAMU student body opinion of SGA is not a positive one, and I feel that, the majority of students are even aware of the initiatives and sponsored programs that SGA claims. Furthermore, the Green Energy Fund would run the risk of being pinned as other SGA “cover-up” fund, in which the funds are truly used for something completely different.
ReplyDeleteI do believe that the Green Coalition and the Green Energy Fund should partner with other organizations on campus, but they should be selective. As, public relations professionals, we know prospection id reality and the Green Coalition must main a positive and trustworthy reputation among the student body in order to make the Green Energy Fund and sustainability part of FAMU’s culture.
Carlissa Holden
Great article Tara! I'm surprised this concern hasn't already been raised, but I completely agree. SGA does not have the best image among students. Yet, I also understand that the immediate goal requires you to "get a little dirty". By that, I am not implying that the Green Coalition act unethically, I am suggesting that the students that do vote in the elections make decisions. Regardless of SGA's reputation, the Green Energy Fund is the immediate goal and they may be forced to partner with SGA to get it accomplished.
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