Coordination of social actions

FAITH, HOPE, CHARITY
Ka Iking Seneres

Originally, corporate social responsibility (CSR) was supposed to be purely charitable in purpose, meaning that the givers are not supposed to derive any benefits from their actions or donations. Putting it another way, what they give was supposed to “hurt” them in order to make their actions or donations more meaningful.

Over the years however, many corporations have discovered that “enlightened self-interest” could be good for them, even if it is also good for others too. Going back to the original concept, CSR was not supposed to be tax deductible even, because by doing that, it would even “please” them rather than “hurt” them. There is really nothing wrong with that however, because most charitable donations are now tax deductible.

Definitely, public relations (PR) programs are purely for the self-interest of the corporations, but sometimes, it could also be charitable in its outcomes. As it is now, many corporations have created new CSR departments that are separate from their existing PR departments, perhaps for the purpose of drawing the line between the two, the difference being the clear social purposes of the former. Even if the CSR programs of the corporations are purely for charitable purposes however, it goes without saying that ultimately, it creates goodwill for them, and that indirectly brings them monetary benefits too.

It appears that private and public partnership (PPP) is a hybrid concept, because ostensibly it is born out of the social responsibility of the corporations and yet, there is no denying that it is also a commercial investment for them that would give them monetary benefits.

Being born out of their social responsibility, it could be said that they are also doing it out of “enlightened self-interest”. Firstly, it brings them closer to the good graces of the political powers. Secondly, it also gives them a chance to participate in national development, without “hurting” them, and in fact “pleasing” their investors as they make money in the process.

As far as I know, there is no central organization that is actively coordinating the CSR, PR and PPP programs of the corporations, for the purpose of coordinating their actions with each other, and also with the development programs of the national government and the local government units (LGUs). In order to address this need, the Corinthian Coffee Clutch (C3) has decided to double up as the CSR Coordinating Council, still to be known as C3 also. The schedule and venue remains the same, 3PM every Friday at the Elks Club in Makati City.

Two recent developments could strengthen the role of C3 as the CSR Coordinating Council. Firstly, Global News Network (GNN) has agreed to cover the meetings of C3 every Friday, and will air it nationwide once a week. Secondly, Super Brands has agreed to work closely with C3, so that the corporations that are found to have good CSR, PR and PPP programs will be considered favorably for inclusion in their brand recognition program. Many columnists who are active in C3 have also agreed to give these corporations free publicity in their columns.

For purposes of better coordination, C3 has adopted integrated area development (IAD) as the overall framework for all its actions. Twelve basic sectors have been identified as the priority areas, each sector with its own measurable and visible infrastructure outcomes. Technical working groups (TWGs) will be created for each sector, and each TWG reporting every week. As usual, representatives of the government agencies and the foreign chambers will be invited to participate. There is always an open invitation for members of the media to come and join.

Hot in the agenda of C3 now is the National Greening Program (NGP) of the Department of Environment and Natural Resources (DENR). NGP is part of the PPP program, and the DENR has already allocated three large areas for C3 participants to plant with trees, complete with livelihood, healthcare, education and other components. With IAD as the overall framework, we are hoping that the new communities that will be built soon will be complete also with ecology and energy, the two main ingredients of the green and blue advocacy.

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