Credibility and lack of substance are the major challenges of some Corporate Social Responsibility (CSR) projects and programmes, the Chairman, Promasidor Nigeria Limited, Chief Keith Richards, has said.
Richards spoke at the 26th Annual General Meeting (AGM) and Public Relations Week of the Nigerian Institute of Public Relations, Lagos State Chapter.
The theme was CSR: Prospects and challenges in a growing economy.
He said many companies, especially, multinationals, produced glossy brochures on their CSR activities yet take decisions that have negative effect on the millions of people living in the community.
To him, if consistency, sustain-ability, relevance, credibility and affordability are tackled, promoters are on the path to developing a CSR programme.
Richards affirmed that if an organisation has more than one CSR platforms, efforts should be made to ensure that they communicate consistent messages besides adopting the same approach.
He argued that mixed message could weaken impact and be less cost effective, which would make it harder to build relationships and partnerships.
The Special Guest of Honour, the Speaker, Lagos State House of Assembly, Rt Hon. Mudashiru Obasa, acknowledged the leading role public relations has been playing in the development and growth of a society, ensuring not only a stable society but also one that grows in leaps and bounds economically, politically and culturally.
“The stability and growth of a society is measured by its public image and I want to say that public relations practitioners in Lagos State have contributed in no small measure to the development and growth that makes our state a true Centre of Excellence.”
Obasa, represented by Hon, Tunde Buraimoh, said there was an urgent need for a robust partnership between the government and organised private sector anchored on the development of a virile CSR structure.
One of the discussants, Ken Egbas, also noted that CSR projects were not well-thought out as many organisations copy what other companies are doing without knowing the reasons those organisations are executing the CSR programmes.
The chairman of the Lagos State Chapter of the institute, Mr. Joseph Okonmah, said the lecture was not only apt and timely, but also worthy of discourse considering the importance of CSR in nation building.
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