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In human history, weve gone through many wars, large and small, which must include a World War and the Second World War. Two wars have left a very heavy consequences for most countries in the world. (Imperial and colonial), along with the fall of the Berlin Wall has opened a major landmark in the history of human development. Third wave of democratic transitions around the globe. But unlike any previous wave, the current era has been marked by an equally profound trend: the decision by governments to use the regional and multilateral organizations to which they belong as tools to support and deepen democracy. These organizations are challenging and reshaping the age-old principles of non-intervention and national sovereignty to combat what has been termed its unacceptable corollary: the "principle of indifference."
Located stability, peace and restore order, as well as rehabilitation and reconstruction. led by the U.S., have established institutions and funds to support social security and for its allies, Colonial ... these organizations to help developing countries and poor countries to develop social development, infrastructure economy and education ... as Viet Nam has received assistance from international organizations like the IMF, WHO, World Bankâ€¦ And as well as open new doors, door integration worldwide as the WTO, the United Nations ... .. it affects not only a personal, not organizational, but it affects the interests of a nation and a generation
Besides, the industry true also extremely important information, it is not only a question of connecting people to each other, but also a bridge of the enterprise with the public, business with the government, and governments of the countries world, it is the face of business, of a country so beautiful or ugly face depends on each person, each business experiment, and the country, because where there is face up there is an understanding of morality, virtue, and shared responsibility, individual, organization or country, the society in which they live and work, to which social development to a new level
The role of international multilateral organization in the changing attitudes of stakeholders towards corporate social responsibility(CSR).
What is CSR?
Today the world has many different international organizations, from organizations or governments to large corporations to sponsor non-governmental organizations and individuals â€¦These organizations often support helping organizations solve the country's difficult problems they face, and the development strategies in the future and starting U.S. what is corporate social responsibility (CSR). There seems to be an infinite number of definitions of CSR, ranging from the simplistic to the complex, and a range of associated terms and ideas (some used interchangeably), including 'corporate sustainability, corporate citizenship, corporate social investment, the triple bottom line, socially responsible investment, business sustainability and corporate governance' (Prime Minister's Community Business Partnership). It has been suggested that 'someâ€¦researchersâ€¦distort the definition of corporate social responsibility or performance so much that the concept becomes morally vacuous, conceptually meaningless, and utterly unrecognizable'(Orlitzky 2005); or CSR may be regarded as 'the panacea which will solve the global poverty gap, social exclusion and environmental degradation' (Van Marrewijk 2003). "CSR is the acknowledgement by companies that they should be accountable not only for their financial performance, but for the impact of their activities on society and/or the environment. Discussions surrounding the concept are still at an evolutionary stage, although the principles of CSR have long been part of business strategy. Business is already accountable for its activities over the diverse strands that now come under the 'CSR' umbrella - such as human resources and environmental issues, sustainable development, waste management, health and safety practices, through a wide range of existing guidelines at national, EU and global levels. But it is important to distinguish between these base-line standards and CSR activity which is voluntary, business-driven and often goes well beyond what is required by legislation"(http://www.cbi.org.uk/ndbs/content.nsf/802737AED3E3420580256706005390AE/9D502144AC9F644380256F58005BD16C).
Especially the developing countries as awareness, understanding, awareness and responsibility of enterprises and organizations within and outside the country is not high, and may be sponsored by the government, should have caused a lot affect the surrounding environment, people, productivity, reputation and image to image the whole economy of a country. Android and McIntosh (2001) suggest that corporate social responsibility requires corporate leaders to understand that everything a company does has some flow-on effect either inside or outside the company, from customers and employees to communities and the environment. They suggest that these impacts have a ripple effect on society that can be divided into three broad overlapping areas. These are:
â€¢ Social - involvement in external social issues such as education, social inclusion, regeneration and employee volunteering.
â€¢ Economic - addressing issues relating to jobs, ethical trading standards and product value.
â€¢ Environment - consideration of emissions and waste control, energy use, product life cycle and sustainable development. Android, J. and McIntosh, M. (2001). Perspectives on corporate citizenship (Greenleaf Publishing, Sheffield).
Why international multilateral organization is effective corporate social responsibility?
First, we need to understand what is international multilateral organization? international multilateral organization is "numerous organizations and publications regularly monitor, report, and rate aspects of corporate social performance, and several give awards to companies they consider to be the most virtuous"_(David Vogel,2005, The market of Virtue), it have 2 types: International nongovernmental organizations (INGOs) and international governmental organizations (IGOs).
_ International nongovernmental organizations (INGOs) is an organization founded by a group individuals that are not influenced or government patronage Example: The Coca-Cola Company, Sony, Nintendo, McDonalds, Toyota, Vinamilk, Ducthladyâ€¦.. or may not be established by an organizations, example: the International Olympic Committee, World Organization of the Scout Movement, International Committee of the Red Cross and Médecins Sans Frontièresâ€¦..
_ International governmental organizations (IGOs) "the type of organization most closely associated with the term 'international organization', these are organizations that are made up primarily of sovereign states, ex: examples include the United Nations (UN), Organization for Security and Co-operation in Europe (OSCE), Council of Europe (CoE), European Union (EU; which is a prime example of a supranational organization), and World Trade Organization (WTO). The UN has used the term "intergovernmental organization" instead of "international organization" for clarity". ( International organization, http://en.wikipedia.org).
CSR multidimensional nature further complicates the task of evaluating firms. The company like individuals, and don't typical exhibit consistent moral or social behavior. It my behave in some countries than in other or have more responsible environmental polices but less responsible labor practices. Many of the same firms that have improved their social practices in developing countries have also cut back on heat benefits to employees and retirees in the U.S. Corporations need not engage in CSR in order to produce social benefits, not everything firms do in the name of CSR should be considered responsible. Somebody have undermined the welfare of poor families and poor child in particular by attempting to prohibit child labor. Some decisions made in response to NGO and consumer pressures may have increased, not reduce, the potential for harm to the environment.
CSR continues to address domestic corporate policies such as community relations, environment practices and diversity, but its primary focus is now the conduct of global corporate, especially in developing countries , the labor and human rights practices of their supply chain partners has become among the most salient dimensions of contemporary CSR. Ex: American reliance on corporate to deliver social services, such as pensions and medical care, are primarily provided by the government in order capitalist countries.
The expansion of global and national markets. At the international level, the trend is driven by the growth of world trade and investment, it reflects increasing privatization and economic deregulation. These developments have produced many economic benefits, they have also generated dissatisfaction with some of the consequences of globalization and liberalization, multinational businesses can no longer be effectively monitored or controlled by national governments. These critics also see little effective international regulation. Civil regulation represents an effort to fill the government gap between the law and the market.by applying pressure directly to companies, actives and organizations seek to foster changes in business practices that national government and international law are unlikely or unwilling to bring about and seek to export more stringent standards from developed to developing countries.
Globalization hasn't only stimulated interest in civil regulation, by creating global brands, it has also given this strategy added bite. Global brands provide a market-based vehicle for activities in one country to affect corporate practices in another, a strategy that effectively bypasses the WTO's restrictions on government trade sanctions.
the media in the changing attitude of stakeholders towards CSR
What is media? What are public relation?
Media as all the means of communication, newspapers, radio, and TV, that provide the public with news, entertainment, etc., usually along with advertising. Essentially, that means almost anything can be media as long as it is watched, reader, listen..
Media is a broad term to refer to the action, want to convey messages to the outside, besides it has different names with different meanings, but it does have a common purpose as a communication transfer information to the public such as: Public Relations, public communication, Public Affairs, Media Liaison ...There are many different concepts about the media or public relation pen Jane Johnston and Clara Zawawi, two people studied explains the term PR Media Relations is "to establish and maintain relationships between the press and an organization it's cùng publicity mà including the dissemination, communication is the purpose of the message has been planned, carried out through the media is selective and not have to pay, to serve the interests of an organization " (Johnston,J. and Zawawa, C. 2004)
or " PR includes all forms of communication to the outside and inside, between an organization and the public of their purpose to achieve specific goals related to a common understanding "(PR, Thames' course outline diploma for) this is three focus include:
_ PR is a communication system based on knowledge. confidence is the key to the development of good relations between organizations and their public.
_ Media not focusing on propaganda and advertising outside, for example, for investors, customers, vendors ... but inside is the public employees who are volunteers and any anyone involved in promoting the objectives of the organization.
_ Programs and PR campaigns are set clear objectives and can be calculated.
The role of business is to make a profit, be it the production of goods, be it commercial trade, import, export or the general service ... so, people do need to do PR for the public to understand business is doing? Development and image building, reputation for enterprise, or enabling businesses to communicate with people who are interested.
The media is effective a organization and business ethic
PR industry has a history of over 100 names in the world, but in Vietnam, this industry is quite new. PR industry trend of the world and Vietnam under the impact of economic factors and social and are oriented to the dynamic development in the future. Print Vietnam, the PR activities focused on two areas:
Organizing events and press relations. Vietnam enterprises are few professionals in the use of branding, some other companies use PR, but not yet fully understood and that some PR firms are simply trying to appear on television, the company named in the newspaper without paying attention to the message and how to appear like? Some companies equate PR others by organizing events or to sponsor a program for it and some do not distinguish between PR and advertisingâ€¦ But there are few Viet Nam companies have made good PR. The PR campaign to promote film "girls long legs," "The Rebel" Thien Ngan's studio, school promotions, "Dom Dom" by Dutch dairy girls, participating in social activities and help students with difficulties Emperor, overcome difficulties in raising the academic ... books, old clothes.. Build schools in remote areas, face many economic ... or more recently the "eight million cups of milk for children who have a particularly difficult circumstances, homeless children," the company Vinamilk. Or the "understanding heart" for patients with heart disease has the opportunity to change the heart of the actor Right Spirit, the "dream by Night" for children, patients with other cancers, oncology..... Through a series of articles on media have reported the success and reputation of the brand ... and individuals contribute to improving the value of knowledge, sharing and loving each other. Vietnamese sentence: "leaves protect tattered ones." With the development of our country, the PR will meet the needs and providing information dissemination, information management and crisis management, brand building prestige and protection for organizations, building relationships and facilitate resolution of conflict and the crisis arose, but the goal of PR is to create understanding between the organization and the reputation and public The failure to organize effective communication channels with the public will bring undesirable consequences for organizations. Bad PR will bring the ignorance and misunderstanding of the public. So how to PR application with suitable conditions for culture, economics, politics and law in our country is a matter of deep concern.
As we all know the world has suffered the consequences of the greed of corporations, transnational capitalists and multinationals. The need to link natural resources, abundance of consumer products to capital accumulation in a group, reflected in the international press has caused many states questioning the ethics and responsibility corporations and business organizations. Public pressure has done for businesses and organizations more cautious, more accountable, has become the driving force behind the PR professional interest in ethical standards in practical activities. so. What is ethics? What is business ethics? Ethics are standards of honesty, work ethics as frankly, the promise, loyal, caring and respectful, responsible citizens.... comes to business ethics refers to the priority of moral values of an organization, and ensure the organization's behavior is set equal to that value. The moral values that affect employees in all areas of the company as marketing, manufacturing, human resources, finance and corporate strategy â€¦.Is a PR professional you sometimes faced with the dilemma as morally to recognize themselves in moral values, these values will help bring any decisions based on what you believe thought was right or wrong? You need to support their colleagues and the tokens in the light, finally, society is the key component in matters of morality, public relations to serve the interests of the public and to do that they must set their own questions such as whether their decisions are beneficial to society or not? Even when one comes to the coal, customers, bosses or colleagues. Situations related to ethics is not easy to tackle, there are very complex ones involve deciding what is right or wrong, or situations requiring individual pieces gives a force would not choose the solution want, such as enterprise must decide to make a moral matter for businesses with losses in business, but they must accept this brands as the price paid for the right individual pieces e.g., 2007, U.S. newspapers have taken on consecutive sauce containing 3-MCPD carcinogen, the risk unhealthy and lives of consumers, the government sent a dispatch and destruction of property recovered Product sauce, oyster sauce containing 3-MCPD, hundreds of thousands of liters of soy sauce and oyster were confiscated from the wholesale, retail establishments of 17 have been destroyed. This is a moral lesson for Viet Nam. Businesses in general and manufacturers in particular The company not only losses of millions of dong, which is important to lose the trust of consumers by business unethical and irresponsible for the health of consumers. The best PR is to serve the public interest by promoting strong mutual understanding between organizations and groups of them to the public to an agreement which is necessary to help contribute to providing information, preparing documents for the debate on social issues and make a direct dialogue between public organizations and groups to easily and conveniently, but there are some cases when dealing with are not going to argue there must be the result of legal intervention to protect the interests of the public .. Or is the recent Vedan MSG, the company did not treat the waste properly but released to the environment around them, contaminating land and water resources in the Thi Vai River, an area of Dong Nai and Ba Ria-Vung Tau and Ho Chi Minh City has nearly 15 years, and cause damage to people specializing in aquaculture, agricultural crops were lost revenue and hundreds of billions in the most important pollution environmental soil, water and environment, harmful to the environment and quality of life and affect future health. Because current Viet Nam. law may be improved, should not be much to protect the public interest, leading to benefits are not guaranteed, difficult and take time to assert to the public, such as people in case of damage Vedan MSG after more than two years to be compensated ...
Society is now expected to organize business activities with social responsibility and good corporate citizenship. Requires that all businesses should minimize activities because the short-term profits, but pay attention to activities for long-term interests of the organization and all their shareholders. corporate social responsibility commitments to ethical development of a Visual Medium Organizations economy while improving the quality of life for employees, the community of his own society. From which, the international organizations will feel more satisfied with the amount they have helped us to improve living and working environment, but for the money that was meaningful and helpful for Businesses and residential communities.
David Vogel,2005, The market of Virtue, p. 6, by OSP, Inc. Arlington, Virginia.
Andriof, J. and McIntosh, M. (2001). Perspectives on corporate citizenship (Greenleaf Publishing, Sheffield).
Orlitzky, M 2005, 'Payoffs to social and environmental performance', Journal of Investing, vol. 14, no. 3, p. 48. Retrieved July 11, 2006, from ProQuest database.
Van Marrewijk, M 2003, 'Concepts and definitions of CSR and corporate sustainability: Between agency and communion', Journal of Business Ethics, vol. 44, no. 2/3, p. 95. Retrieved June 22, 2006, from ProQuest database
Zappala, G 2003, 'Corporate Citizenship and the Role of Government: the public policy case', ed. DotP Library, Canberra.
European Commission 2001, Promoting a European framework for corporate social responsibility - Green Paper, Office for Official Publications of the European Communities, Luxembourg.
Johnston, J. and Zawawi, C. (2004) Public relations: theory and pracrice, second edition, page 9-10, by Allen & Unwin.
International Organization, http://en.wikipedia.org/wiki/International_organization