Embedding CSR into Public Relations: A Study from Polish PR Agencies

Abstract

This study investigates the implementation and perception of Corporate Social Responsibility (CSR) within the public relations (PR) industry in Poland, with a focus on PR agency employees. Using a survey distributed among 192 PR professionals, this research evaluates the role of CSR in enhancing corporate reputation and engaging stakeholders, as well as its incorporation into PR strategies. The results indicate a significant alignment between CSR and PR practices, underscoring their combined effectiveness in fostering a positive corporate image. However, the findings also reveal a gap in the widespread understanding and integration of the CSR principles within PR efforts. The study advocates for further research on effective strategies that merge CSR and PR, with the aim of increasing both the societal and economic recognition of responsible business practices.