The instruments of strategic development of corporate social responsibility in the Republic of Belarus

Authors

  • Svetlana O. Alsheuskaya The Institute of Journalism, Belarusian State University, 9 Kal’varyjskaja Street, Minsk 220004, Belarus

Keywords:

corporate social responsibility, CSR, strategic development, strategic development instruments, CSR project, mass media

Abstract

The article examines the theoretical and methodological aspects of strategic development of corporate social responsibility (CSR) in the Republic of Belarus. It describes the history of development of CSR in Belarus and the main problems that hinder its strategic development. The stakeholders of the concept were denoted and the basic tools of strategic development of corporate social responsibility were defined: mediarelations, advertising communication, corporate communication, mass media. The value of mediarelations was justyfied, in particular newsmakers as a form of interaction with the media, and the media as the most effective tools. Five general functions of the media and corporate communications were identified. The main functions of mass media as a tool for strategic development of corporate social responsibility were determined: educational, public opinion formation, social responsibility activational. Preconditions for using these instruments by companies were define as well as the specifics of their usage in modern conditions.

Author Biography

  • Svetlana O. Alsheuskaya, The Institute of Journalism, Belarusian State University, 9 Kal’varyjskaja Street, Minsk 220004, Belarus

    postgraduate student at the department of communication technology

References

  1. [The role of government in promoting corporate social responsibility: a review of international experience]. United Nations in Belarus. URL: http://un.by/f/file/the%20role%20of%20government%20in%20CSR%20promotion.pdf. (date of access: 05.04.2017) (in Russ.).
  2. Sidorskaya I. V., Alshevskaya S. O. [The Concept of corporate reputation and the basic tools of its formation]. Vesnik BDU. Ser. 4. Filalogija, Zhurnalistyka. Pedagogika. 2015. No. 1. P. 71–74 (in Russ.).
  3. [The dynamics of CSR development in the Republic of Belarus]. IDEA. URL: http://isefi.by/ru/ideas/issledovaniya/item/132dinami-kso-v-respublike-belarus.html (date of access: 13.05.2017) (in Russ.).

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Published

2019-03-30

Issue

No. 1 (2018): Journal of the Belarusian State University. Journalism and Pedagogics

Section

Contemporary Media Communications and Communication Technologies

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How to Cite

[1]
Alsheuskaya, S.O. 2019. The instruments of strategic development of corporate social responsibility in the Republic of Belarus. Journal of the Belarusian State University. Journalism. 1 (Mar. 2019), 70–75.