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To the skeptics, the more limiting or even negative interpretations of CSR and public relations use the terms "green wash", "spin" or self-glorification. In this context the question frequently arises whether corporate social responsibility can ever be a serious topic for traditional PR consultancies, especially those that focus predominantly on short-term crisis management. PR firms are widely synonymous with polished marketing and single-minded image positioning — but then CSR is not just about "looking good."
The essence of professional public relations practice is to apply communications to help an organization to develop and maintain reciprocal relationships with stakeholders (publics) that can influence their futures and their businesses
PR firms are an interface between corporations and their publics...
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