Responsabilitatea socială corporativă – o strategie de relaţii publice?

11
Rezumat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bstract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lexandra Zbuchea* Responsabilitatea socialã corporativã – o strategie de relaþii publice? U V%+'-, ().=%,&.'*, 1-+'-,6 W*+(5'*'%* 1% !-/().+*,% 7. #%5*F.. H(95.+%6 X+-*5* Y*F.-)*5@ 1% "'(1.. H-5.'.+% 7. J1/.).&',*'.=%6 Z(+(,%7'.; !"#$%&'()"(*+,-.$*'/"(01234) 6728726889 06:;7 <'=" 06>

Transcript of Responsabilitatea socială corporativă – o strategie de relaţii publice?

Rezumat

!"#$%&'%$()$*+,-)./$%0',%/$1%$2,%3%)'$4)$/%1.(5$%+-)-/.+6$4)$/*&&$/%1.*$7.$+8.*,$4)$5./9*:(5$+(,%)';

<5$2,-=.)%$1%$5*$!-,2-,*'%$"-+.*5$#%&2-)&.9.5.'>$?#%&2-)&*9.5.'*'%$"-+.*5@$!-,2-,*'.&'@$A$=*,.*)'*$4)$5./9*

,-/B)@C;$!"#$&%$,%D%,@$5*$*&(/*,%*$1%$+@',%$-$+-/2*).%$*$,-5(5(.$1%$E+%'@F%*)G$,%&2-)&*9.5$7.$./25.+*'$*+'.=

4)$&-+.%'*'%6$&*($+%5$2(F.)$*$()%.$*)(/.'%$+-/().'@F.;$H,.)$.)'%,/%1.(5$+*/2*)..5-,$1%$!"#$D.,/%5%$(,/@,%&+

-9F.)%,%*$()(.$./2*+'$2-3.'.=$*&(2,*$&-+.%'@F..$4)$*)&*/95(6$&*($*&(2,*$()-,$+-/().'@F.$9.)%$1%D.).'%;$I,/@,.)1

4)&@$*+'.=.'*'%*$2,-/-=*'@$1%$+@',%$D.,/%$+*$D..)1$1%$!"#$&%$+-)&'*'@$+*$()%-,.$%&'%$=-,9*$)(/*.$1%$+*/2*)..

2()+'(*5%$1%$,%5*F..$2(95.+%6$+*,%$*($7.$-$+-/2-)%)'@$&-+.*5@;$J+%&'$*,'.+-5$.)=%&'.K8%*3@$4)$+%$/@&(,@$!"#L

(5$%&'%$/*.$/(5'$1%+B'$-$*+'.=.'*'%$1%$,%5*F..$2(95.+%6$+%$+-)',.9(F.%$*,%$*+%*&'*$5*$1%3=-5'*,%*$()%.$-,K*).3*F..

7.$+*,%$&()'$.)&',(/%)'%5%$('.5.3*'%;$

!"#$%&'()*'$'M$!-,2-,*'%$"-+.*5$#%&2-)&.9.5.'>$?!"#C6$1%3=-5'*,%$1(,*9.5@6$,%5*F..$2(95.+%;

Abstract

!"#$.&$-)%$-D$'8%$/-&'$+-//-)$*+,-).&/&$(&%1$.)$#-/*).*$.)$'8%$5*&'$>%*,&6$/%'$.)$9(&.)%&&$2(95.+*L

'.-)&6$1(,.)K$2,-D%&&.-)*5$+-)=%)'.-)&$-,$%=%)$.)$%=%,>1*>$5.D%;$!"#$.&$&8-,'$D,-/$!-,2-,*'%$"-+.*5$#%&2-)L

&.9.5.'>;$N'$,%D%,&$'-$'8%$D.,/&O&$1('.%&$*&$G+.'.3%)&P6$*+'.=%5>$.)=-5=%1$.)$&-+.%'>6$.)$'8%$5.D%$-D$5-+*5$+-//().'.%&

-,$&2%+.*5$K,-(2&;$Q8,-(K8$!"#$&',*'%K.%&$*)1$+*/2*.K)&6$+-/2*).%&$*./$2-&.'.=%$./2*+'$-)$&-+.%'>$9-'8$.)

&-+.*5$'%,/&6$*)1$%+-)-/.+$,%'(,)$*&$R%55;$Q8%$5*'%&'$,%D%,&$'-$2-&.'.=%$./*K%6$+5.%)'$D.1%5.3*'.-)$*)1$/*)>

-'8%,$*1=*)'*K%&;$S-).'-,.)K$'8%$*+'.=.'>$-D$'8%$#-/*).*)$+-/2*).%&$'8*'$.&$2,-/-'%1$*&$G!"#P$-)%$)-'.+%&

/*)>$'./%&$:(&'$&2%+.D.+$H#$+-/2*.K)&$'8*'$*5&-$&%%T$&-+.*5$./2*+';$Q8%$2,%&%)'$2*2%,$.)=%&'.K*'%&$8-R$!"#

.&$/-,%$'8*)$2(95.+$,%5*'.-)&6$R8.+8$.&$.'&$+-)',.9('.-)$'-$'8%$+-/2*)>O&$1%=%5-2/%)'$*)1$R8.+8$*,%$'8%$/*.)

.)&',(/%)'&$.'$(&%&;

+',-./012M$!-,2-,*'%$&-+.*5$,%&2-)&.9.5.'>$?!"#C6$&(&'*.)*95%$1%=%5-2/%)'6$2(95.+$,%5*'.-)&;

!"#$"#%&'()"*+%,(-'.$"/.+0+,+&1 ?!"#$A$4)$*+,-)./$,-/B)%&+$#"!M$#%&2-)&*9.5.'*'%$"-L+.*5@$!-,2-,*'.&'@C$&%$,%D%,@$5*$*&(/*,%*$,-5(5(.$1%$E+%'@F%*)G$,%&2-)&*9.5$7.$./25.+*'$*+'.=$4)

&-+.%'*'%$1%$+@',%$-$+-/2*).%;$H,.)$.)'%,/%1.(5$&',*'%K..5-,$1%$!"#$-,K*).3*F..5%$+-/%,+.*5%

(,/@,%&+$ -9F.)%,%*$ ()(.$ ./2*+'$ 2-3.'.=$ *&(2,*$ &-+.%'@F..$ 4)$ *)&*/95($ &*($ *&(2,*$ ()-,

+-/().'@F.$9.)%$1%D.).'%6$,%&2%+'.=$*$()-,$&%K/%)'%$1%$2(95.+;$

S-1(5$4)$+*,%$-$+-/2*).%$%&'%$2,.=.'@$1%$+@',%$+5.%)F..$&@.6$1%$+@',%$2*,'%)%,.$7.$1%$2(95.+

4)$K%)%,*5$1%2.)1%$D-*,'%$/(5'$1%$./*K.)%*$&*$&-+.*5@6$,%&2%+'.=$1%$./2*+'(5$2%,+%2('$*&(2,*

Alexandra Zbuchea*

Responsabilitatea socialã corporativã – o strategie de rela!ii publice?

U$V%+'-,$().=%,&.'*,$1-+'-,6$W*+(5'*'%*$1%$!-/().+*,%$7.$#%5*F..$H(95.+%6$X+-*5*$Y*F.-)*5@$1%$"'(1..$H-5.'.+%

7.$J1/.).&',*'.=%6$Z(+(,%7'.;

!"#$%&'()"(*+,-.$*'/"(01234)5567287268895506:;755<'="506>

+5.%)F.5-,6$*)K*:*F.5-,6$1.=%,7.5-,$&'*T%8-51%,.$7.$K,(2(,.$1%$.)'%,%&$?'232 *&-+.*F..$2,-D%&.-)*5%C6*&(2,*$+-5*9-,*'-,.5-,6$+-/().'@F..6$&-+.%'@F..$7.$/%1.(5(.;$"-+.%'*'%*$+-)'%/2-,*)@$+-)&.1%,@

+@$,%&2-)&*9.5.'*'%*$2%$+*,%$-$-,K*).3*F.%$',%9(.%$&@$7.L-$*&(/%$=.3*=.$1%$K,(2(,.5%$/%)F.-)*'%

*)'%,.-,$',%9(.%$&@$)($&%$5./.'%3%$5*$,%&2%+'*,%*$2,%=%1%,.5-,$5%K*5%$4)$=.K-*,%;$[,K*).3*F..5%

+-/%,+.*5%$&()'$+-)&.1%,*'%$,%&2-)&*9.5%$7.$4)$2,.=.)F*$,%&2%+'@,..$)-,/%5-,$%'.+%$7.$/-,*5%

4/2@,'@7.'%$1%$/*:-,.'*'%6$2,%+(/$7.$1.)$2()+'$1%$=%1%,%$&-+.*5$7.$+(5'(,*5$2%)',($*&.K(,*,%*

1%3=-5'@,..$1(,*9.5%$*$&-+.%'@F..$4)$*)&*/95(;$

\)$*+%&'$+-)'%0'6$+-/2*)..5%$47.$*&(/@$2(95.+$*+%&'%$,%&2-)&*9.5.'@F.$2,.)$.)'%,/%1.(5$()-,

&',*'%K..$1%$!"#$1%3=-5'*'%$=-5()'*,$7.$2%$'%,/%)$5()K;$Z%)%D.+..5%$%D%+'.=%$*5%$()%.$*&'D%5$1%

*9-,1@,.$1.D%,@$1%$5*$+-/2*).%$5*$+-/2*).%6$4)$D()+F.%$1%$/%1.(5$4)$+*,%$*+F.-)%*3@6$+*$7.$1%

%D.+.%)F*$*+'.=.'@F..$1%,(5*'%;$

\)$()%5%$+*3(,.6$1*'-,.'@$2,%&.().5-,$.)'%,)%$7.$%0'%,)%6$+-/2*)..5%$47.$*&(/@$D-,/*5$-$=.3.()%

1%$!"#6$D@,@$*$D.$,%*5$*)K*:*'@$4)$*+%*&'@$1.,%+F.%;$]%$*5'D%5$7.$-$*)(/.'@$2*,'%$*$2(95.+(5(.$%&'%

,%'.+%)'@$5*$2,-/-=*,%*$!"#L(5(.$1%$+@',%$+-/2*)..6$+-)&.1%,B)1$+@$*+%&'%*$)($(,/@,%&+$1%+B'

1%3=-5'*,%*$ ./*K.)..$ 2,.)$ +*/2*)..$ 1%$ 2,-/-=*,%$ D@,@$ *+-2%,.,%$ ,%*5@$ 4)$ D*2'%$ &-+.*5%$ 7.

(/*).'*,%;$

]%$*5'D%56$-$2,-95%/@$./2-,'*)'@$2%)',($-,.+%$+-/2*).%$+*,%$1%,(5%*3@$*+'.=.'@F.$1%$!"#

%&'%$4)+,%1%,%*$2(95.+@$4)$-)%&'.'*'%*$5-,;$J+%*&'@$4)+,%1%,%$%&'%$=.'*5@$)($)(/*.$2%)',($*$-9F.)%

*+%5%$%D%+'%$2-3.'.=%$*&(2,*$./*K.)..$D.,/%.6$1*,$7.$2%)',($*$*',*K%$&(&F.)@'-,.$7.$+-5*9-,*'-,.

2%)',($+*(3*$2%)',($+*,%$+-/2*).*$/.5.'%*3@;$]*)$H%',%6$/*)*K%,$]^]$#%&%*,+86$4)',L()

.)'%,=.($*+-,1*'$4)$)-.%/9,.%$_``a6$+-)&.1%,@$+@$E&-+.%'*'%*$,-/B)%*&+@$*,%$()$K,*1$/*.$,%1(&

1%$&',(+'(,*,%$7.$+-%3.()%$1%+B'$+%5%$4)$+*,%$*$5(*'$)*7'%,%$+-)+%2'(5$1%$!"#6$+*,%$&%$9*3%*3@

2%$&2,.:.)(5$ ,%+.2,-+$*+-,1*'$+-/2*).%.b9,*)1(,.5-,$1%$+@',%$+-/().'*'%$7.$=.+%=%,&*;$W@,@

4)1-.*5@6$*+%&'$&2,.:.)$%&'%$D()1*/%)'*'$2%$*'.)K%,%*$()-,$.)'%,%&%$1.&'.)+'%6$1*,$+*,%$1%=.)

+-/()%$ 4)$ *)(/.'%$ +.,+(/&'*)F%$ 7.$ 2%)',($ *)(/.'%$ 2%,.-*1%$ 1%$ './2G

?RRR;,%&2-)&*9.5.'*'%&-+.*5@;,-C;$

H%)',($*$D.$+-)=.)K@'-*,%$7.$+-%,%)'@6$&',*'%K.*$1%$!"#$',%9(.%$&@$D.%$2*,'%$*$&',*'%K.%.

/*)*K%,.*5%$7.$*$./*K.)..$1%$/*,+@$*$D.,/%.;$<&'%$-$+-/2-)%)'@$./2-,'*)'@$*$&',*'%K.%.$1%

/*,T%'.)K;$\)$*+%&'$+-)'%0'$c*/%&$!(,'.&$?_``a6$daC$,%+-/*)1@$+*$D.5-&-D.*$1%$!"#$&@$D.%

+()-&+('@$4)$.)'%,.-,(5$+-/2*).%.$2%)',($*$2('%*$D.$*&(/*'@$7.$2,-/-=*'@$1%$'-F.$*)K*:*F..;

"(25./%)'*,$&(K%,%*3@$+*$2%,&-)*5(5$&@$9%)%D.+.%3%$1%$,%+-/2%)&%$'-'$4)$,*2-,'$+($&',*'%K.*

1%$!"#;$

J1-2'*,%*$ 7.$ 2,-/-=*,%*$ ()%.$ &',*'%K..$ 1%$ !"#$ *,%$ ./2*+'$ 2,-D()1$ *'B'$ 4)$ .)'%,.-,(5

+-/2*).%.6$+B'$7.$4)$%0'%,.-,(5$%.;$

CSR ºi dezvoltarea durabilã

]%3=-5'*,%*$1(,*9.5@$%&'%$()$+-)+%2'$%0',%/$1%$1%39@'('$4)$(5'./(5$1%+%).($*'B'$2%$25*)

.)'%,)*F.-)*56$+B'$7.$4)$#-/B).*;$"-+.%'*'%*$+-)'%/2-,*)@$',%9(.%$&@$D*+@$D*F@$()-,$2,-=-+@,.

D@,@$2,%+%1%)'6$2,.)',%$+*,%$,%1(+%,%*$,%3%,=%5-,$)*'(,*5%$7.$2-5(*,%*;$]%$*&%/%)%*6$1%K,*1*,%*

=.%F..$&2.,.'(*5%6$2%$*)(/.'%$+-/2-)%)'%6$-+(2@$()$5-+$1%$D,()'%;$J+%&'%$&+8./9@,.$7.$1.D.+(5'@F.

D@,@$2,%+%1%)'$1%'%,/.)@$4)$,.'/$*++%5%,*'$1%K,*1*,%*$()-,$%5%/%)'%$1%D.).'-,..$2%)',($-$+-/(L

).'*'%$(/*)@M$1%3=-5'*,%*$%+-)-/.+@$7.$/-1%,).3*,%*6$/%1.(5$)*'(,*56$1%3=-5'*,%*$&2.,.'(*5@6

/-1(5$',*1.F.-)*5$1%$=.*F@;$

128 Revista românã de comunicare ºi rela!ii publice

!"#$%&'()"(*+,-.$*'/"(01234)5567287268895506:;755<'="5069

!-)+%2'(5$1%$1%3=-5'*,%$1(,*9.5@$.)+5(1%6$2%$5B)K@$+-/2-)%)'*$/%1.($)*'(,*5$1%$()1%$*

2-,).'$7.$+($+*,%$%&'%$+%5$/*.$*1%&%*$*&-+.*'6$7.$./2-,'*)'%$+-)-'*F..$+(5'(,*5%$7.$%+-)-/.+%;

!-/2-)%)'*$+(5'(,*5@$&%$,%D%,@$)($)(/*.$5*$=.*F*$&2.,.'(*5@$*$&-+.%'@F..$*+'(*5%$7.$5*$./25.+*,%*

'.)%,%.$K%)%,*F..6$+.$7.$5*$1%3=-5'*,%*$*+%&'%.*$7.$',*)&/.'%,%*$/*.$1%2*,'%$*$()-,$=*5-,.$',*1.L

F.-)*5%6$ 4/9-K@F.'%$ +($ )-.$ &%/).D.+*F..$ 2,-D()1%$ 7.$ *2,-2.*'%$ &(D5%'(5(.$ +-)'%/2-,*);

!-/2-)%)'*$%+-)-/.+@$%&'%$5%K*'@$1%$2-&.9.5.'@F.5%$1%$1%3=-5'*,%$%+-)-/.+@$*$+-/().'@F..6

1%$2,-&2%,.'*'%$+-)D-,/$&'*)1*,1%5-,$*+'(*5%$7.$1%$2@&',*,%$*$7*)&%5-,$1%$1%3=-5'*,%$4)$=..'-,

D@,@$*D%+'*,%*$*5'-,$+-/2-)%)'%$*5%$+*5.'@F..$=.%F..$A$1%$)*'(,@$&-+.*5@$7.$+(5'(,*5@;$

W.,/%5%$*,$',%9(.$&@$D.%$1.,%+'$.)'%,%&*'%$1%$2,-/-=*,%*$+-)+%2'(5(.$1%$1%3=-5'*,%$1(,*9.5@;

H%$1%$-$2*,'%6$%5%$4)&%5%$47.$2@&',%*3@$)%*5'%,*'%$7*)&%5%$1%$1%3=-5'*,%$4)$=..'-,;$H%$1%$*5'@$2*,'%6

%5%$2-'$+-)',.9(.$ 5*$1%3=-5'*,%*$1(,*9.5@$*$&-+.%'@F..6$*',@KB)1(L7.$,%&2%+'(5$7.$,%+()-7'.)F*

*+%&'%.*;$H,.)$(,/*,%$1%3=-5'*,%*$1(,*9.5@$',%9(.%$&@$D.%$()$+-)+%2'L+8%.%$4)$&',*'%K.*$1%$!"#

7.$4)$+%*$1%$*D*+%,.$*$-,.+@,%.$+-/2*)..;$

Beneficii aduse de strategiile de CSR

[$+*'%K-,.%$./2-,'*)'@$1%$9%)%D.+..$*1(&%$1%$+*/2*)..5%$1%$!"#$&()'$+%5%$*&(2,*$&-+.%'@F..

4)$ *)&*/95(6$ *&(2,*$ ()-,$ +-/().'@F.$ =.3*'%$ &*($ *&(2,*$/%1.(5(.6$ 4)$ D()+F.%$ 1%$ &+-2(,.5%

(,/@,.'%;$J+%&'%$9%)%D.+..6$K,*1(5$5-,$1%$=.3.9.5.'*'%6$+-)',.9(.%$5*$1%3=-5'*,%*$9()%5-,$2,*+'.+.

7.$5*$&(&F.)%,%*$4)$+-)'.)(*,%$*$*+%&'(.$/-1$1%$*9-,1*,%$*$*D*+%,..;$

].)+-5-$1%$%D%+'%5%$2-3.'.=%$5*$).=%5(5$/%)'*5(5(.$*)K*:*F.5-,$7.$+8.*,$*5$/(5F(/.,..$1%$&.)%

*$/*)*K%/%)'(5(.6$!"#L(5$*,%$%D%+'%$9%)%D.+%$5*$).=%5(5$*+'.=.'@F..$+-/%,+.*5%6$.)D5(%)F%*3@

2%,D-,/*)F%5%$D.)*)+.*,%$*5%$-,K*).3*F.%.$,%&2%+'.=%;$J+%&'%$%D%+'%$)($&()'$./%1.*'%6$%5%$&%$D*+

&./F.'%$2%$'%,/%)$5()K$7.$%&'%$1%&'(5$1%$K,%($1%$%=.1%)F.*'$1.&'.)+'$%D%+'(5$1.,%+'$1*'-,*'$&',*'%K.%.

1%$!"#$D*F@$1%$+%5$K%)%,*'$1%$&',*'%K.*$1%$2,-/-=*,%;$\)',L()$.)'%,=.($*+-,1*'$<5%)%.$"'*)+(

?_``e6$f_C6$X%,9*)$J5%0*)1,%&+(6$!,%*'.=%$1.,%+'-,$ 5*$g%*1=%,'.&.)K6$ +-)&.1%,@$+@$%D%+'(5

D.)*)+.*,$E1%2.)1%$1%$+B'$1%$&.)+%,@$%&'%$9,(&+*$2*&.()%$*$/@,+..$,%&2%+'.=%$D*F@$1%$1-/%).(5

4)$+*,%$&%$8-'@,@7'%$&@$&%$./25.+%;$[/(5$&./'%$+B)1$%&'%$1(&$1%$)*&$7.$/.,-*&%$./2-&'-,..$1%

5*$-$2-7'@G;$

I)(5$1.)',%$+%5%$/*.$./2-,'*)'%$%D%+'%$*&(2,*$()%.$+-/2*)..$%&'%$&(&F.)%,%*$2-3.F.-)@,..

7.$*$1.D%,%)F.%,..$D*F@$1%$+-)+(,%)F@;$\)$*+%&'$D%5$*',*+'.=.'*'%*$+-/2*).%.$+,%7'%6$2,%+(/$7.

4)+,%1%,%*$2(95.+(5(.$4)$%*;$!-/2*).*$)($%&'%$*&-+.*'@$)(/*.$+($*',.9('%$+($,%5%=*)F@$2%)',(

-D%,'*$7.$2.*F*$2%$+*,%$*+F.-)%*3@$+.$7.$+($+-)+%2'%$1%$)*'(,@$&-+.*5@$7.$+(5'(,*5@;$J+%&'$5(+,(

2-*'%$+-)',.9(.$5*$*',*K%,%*$1%$)-.$&%K/%)'%$1%$2-2(5*F.%$7.$5*$D.1%5.3*,%*$5-,;$"'(1..5%$,%*5.L

3*'%$5*$).=%5$%(,-2%*)$*,*'@$+@6$4)$K%)%,*56$+-)&(/*'-,..$2,%D%,@$&@$+(/2%,%$1%$5*$+-/2*)..5%

,%&2-)&*9.5%$7.$+@$%.$'.)1$&@$&%$*'*7%3%$1%$*+%&'%$+-/2*)..$1*'-,.'@$.)'%,%&(5(.$2%)',($+*(3*$2%

+*,%$%5%$-$&(&F.);$!,.&'.*)$"*=($?"'*)+(6$_``eC6$1.,%+'-,$1%$+-/().+*,%$5*$S+]-)*51O&6$,%/*,+@M

E2%,+%2F.*$+-)&(/*'-,.5-,$7.$*$+-/().'@F.5-,$4)$+%%*$+%$2,.=%7'%$9,*)1(5$,%&2%+'.=$%&'%$%=.1%)'

4/9()@'@F.'@6$5%K@'(,*$%/-F.-)*5@$&%$4)'@,%7'%$7.$*1*(K@$()$25(&$1%$4)+,%1%,%$D*F@$1%$*)(/.'%

9,*)1(,.$7.$/@,+.G;

\)$K%)%,*56$*1-2'*,%*$()%.$&',*'%K..$1%$!"#$7.$,%*5.3*,%*$1%$+*/2*)..$+-)+%,'*'%$4)$+*1,(5

*+%&'%.$&',*'%K..$K%)%,%*3@$-$ ./*K.)%$/*.$9()@$2%)',($,%&2%+'.=%5%$+-/2*)..6$)($)(/*.$ 4)

,B)1(,.5%$+5.%)F.5-,$5-,$+.$7.$4)$,B)1(,.5%$2(95.+(5(.$K%)%,*5;$\)$25(&6$+*/2*)..$+-,%+'$1%,(5*'%

-D%,@$7.$/*.$/(5'@$=.3.9.5.'*'%$2%)',($-,K*).3*F.%;$

Responsabilitatea socialã corporativã – o strategie de rela!ii publice? 129

!"#$%&'()"(*+,-.$*'/"(01234)5567287268895506:;755<'="5067

\)$#-/B).*$&%$-,K*).3%*3@$1.)$+%$4)$+%$/*.$/(5'%$+*/2*)..$&-+.*5%6$4)+*1,*'%$&*($)($&(9

%K.1*$()%.$&',*'%K..$+-)&.&'%)'%$1%$!"#;$S*:-,.'*'%*$*+%&'-,$+*/2*)..$4)&@$)($&()'$+()-&+('%

1%-*,%+%$+%.$./25.+*F.$)($5%$2,-/-=%*3@$4)$*D*,*$K,(2(,.5-,$1.,%+'$./25.+*'%;$J+%*&'@$/-1%&'.%6

,%F.)%,%$4)$*$E',B/9.F*G$*+'%5%$+*,.'*9.5%6$%&'%$2-3.'.=@;$Q-'(7.6$1*+@$*+%&'%$+*/2*)..$)($&()'

+()-&+('%$4)$*D*,*$+%,+(5(.$+%5-,$1.,%+'$=.3*F.6$%D%+'%5%$2-3.'.=%$1%$*)&*/95($7.$2%$'%,/%)$5()K

*&(2,*$-,K*).3*F.%.$=-,$D.$/.)./%;$]%&.K(,6$)($%&'%$9.)%$&@$D.%$*9-,1*'@$*'.'(1.)%*$%0',%/@$-2(&@

A$1%$*$9-/9*,1*$4)',%*K*$*(1.%)F@6$4)$2%,/*)%)F@6$+($.)D-,/*F..$1%&2,%$*+F.().5%$1%$!"#$*5%

()%.$D.,/%;$"L*,$2('%*$+*$2(95.+(5$&@$D.%$1%,*):*'$1%$-$2,-/-=*,%$*K,%&.=@$7.$+8.*,$&@$2,.=%*&+@

+($&(&2.+.()%$*+F.().5%$-,K*).3*F.%.;$Q,%9(.%$K@&.'@$-$=*,.*)'@$1%$%+8.5.9,($4)$+%%*$+%$2,.=%7'%

.)D-,/*,%*$-2.).%.$2(95.+%$+($2,.=.,%$5*$%D-,'(,.5%$+-/2*).%.;$

H,.)$.)'%,/%1.(5$*+F.().5-,$1%$!"#$+-/2*).*$2-*'%$.)D5(%)F*$-2.).*$2(95.+@6$2(95.+(5$F.)'@6

5.1%,..$1%$-2.).%6$,%2,%3%)'*)F..$2,%&%.$&*($*5'%$K,(2(,.$1%$.)'%,%&;$J+%*&'@$.)D5(%)F@$2-*'%$/%,K%

2%$1-(@$1.,%+F..;$H,./*$%&'%$4)$&%)&(5$D*/.5.*,.3@,..$5-,$+($2,.=.,%$5*$*+'.=.'*'%*$7.$.)'%,%&%5%

+-/2*).%.6$4)$&+-2(5$1%3=-5'@,..$./*K.)..$-,K*).3*F.%.$7.$*$4)+,%1%,..$4)$*+%*&'*;$J 1-(*$1.,%+F.%

%&'%$&'./(5*,%*$.)'%,%&(5(.$2%)',($+*(3*$2%)',($+*,%$7.$+-/2*).*$/.5.'%*3@$7.$/*.$9()*$/-9.L

5.3*,%$*$+%5-,$.)'%,%&*F.$1%$&-5(F.-)*,%*$,%&2%+'.=%.$2,-95%/%;$!*$(,/*,%$*$*+%&'%.$1.,%+F..$&%

2-'$4/9()@'@F.$,%5*F..5%$+($+-/().'*'%*$&*($+($1.=%,&%$*5'%$-,K*).3*F..$?-,K*).3*F..$)%K(=%,)*L

/%)'*5%6$*('-,.'*'%*$2(95.+@$%'+;C

V*$2,-.%+'*,%*$&',*'%K.%.$7.$*$+*/2*)..5-,$1%$!"#$',%9(.%$%=*5(*'%$7.$,.&+(,.5%$*&-+.*'%;$]%

*&%/%)%*$c*/%&$!(,'.&$?_``a6$dhC$,%+-/*)1@$7.$%=*5(*,%*$,.&+(,.5-,$5%K*'%$1%$)%,%&2%+'*,%*

2,.)+.2..5-,$*&(/*'%$1%$-,K*).3*F.%$2,.)$2-5.'.+*$1%$!"#;$H,.)$',*)&/.'%,%*$()-,$/%&*:%$1%$'.2

!"#$ 7.$ 1%,(5*,%*$ 1%$ +*/2*)..$ &2%+.D.+%$ &%$ +,%%*3@$ ()$ -,.3-)'$ 1%$ *7'%2'@,.$ 4)$ ,B)1(5

&'*T%8-51%,.5-,$7.$*5$2(95.+(5(.;$J+%&'%*$',%9(.%$&@$D.%$&*'.&D@+('%$1%$+@',%$-,K*).3*F.%;$

Responsabilitate socialã corporativã vs. rela!ii publice

#%5*F..5%$2(95.+%$&%$,%D%,@$5*$()$&%'$1%$'%8).+.6$.)'%,2%,&-)*5%$1%$/(5'%$-,.6$+*,%$*($/%).,%*

2,.)+.2*5@$1%$*$1%3=-5'*$2%$ '%,/%)$ 5()K$ ./*K.)%*$-,K*).3*F.%.$2,.)$&+8./9*,%*$%=%)'(*5%.

*'.'(1.).$)%4)+,%3@'-*,%$7.$1%3=-5'*,%*$()(.$+-/2-,'*/%)'$D*=-,*9.5$D.,/%.$7.$/*.$9()%.$+-5*L

9-,@,.$+($1.D%,.'%$+-/2-)%)'%$*5%$/%1.(5(.;$J&'D%56$,%5*F..5%$2(95.+%$-D%,@$.)&',(/%)'%$7.$2%)',(

1%3=-5'*,%*$()%.$./*K.).$&-+.*5%$*$+-/2*).%.6$2%)',($*$-$.)'%K,*$4)',L-$*)(/.'@$+-/().'*'%6

,%&2%+'.=$2%)',($*'.)K%,%*$-9.%+'.=%5-,$5%K*'%$1%$2-5.'.+*$1%$!"#$*$()%.$+-/2*)..;$

\)$(5'./..$*).$&%$=-,9%7'%$1%&2,%$./2-,'*)F*$!"#L(5(.$4)$1.=%,&%$+-)'%0'%$2,-D%&.-)*5%6

2,%+(/$7.$4)$/*&&$/%1.*$7.$&%+'-,(5$)-)2,-D.';$J+%&'$.)'%,%&6$+%5$2(F.)$5*$).=%5(5$1%39*'%,..

2(95.+%6$*$1%'%,/.)*'$)(/%,-*&%$D.,/%$&@$1%,(5%3%$+*/2*)..$&-+.*5%;$S*:-,.'*'%*$*+%&'-,*$*(

D-&'$2,%3%)'*'%$/%1.(5(.$%0'%,)$7.$+%5(.$.)'%,)$-,K*).3*F.%.$+*$D..)1$+*/2*)..$1%$!"#;$\)$%&%)F@

4)&@6$1%$+%5%$/*.$/(5'%$-,.6$)($&%$2('%*$=-,9.$1%+B'$1%$+*/2*)..$1%$,%5*F..$2(95.+%6$*=B)1$+*

-9.%+'.=$1%3=-5'*,%*$./*K.)..$+-/2*).%.$+*$-,K*).&/$.)'%,%&*'$1%$9.)%5%$+-/().'@F..$&*($*5$()-,

K,(2(,.$&2%+.D.+%$2%)',($*',*K%,%*$&./2*'.%.$7.$&2-,.,%*$=B)3@,.5-,;$\)$()%5%$&.'(*F..$&%$2-*'%

-9&%,=*$-$/*.$/*,%$+-)&%+=%)F@$2%$5.).*$*+%*&'*6$(,/@,.)1(L&%$7.$&-5(F.-)*,%*$,%*5@$*$()-,

2,-95%/%6$./25.+*,%*$2%$'%,/%)$5()K6$2%$5B)K@$-$2-3.F.-)*,%$&2%+.D.+@;$

!-,%5*F.*$1.)',%$!"#$7.$,%5*F..$2(95.+%$',%9(.%$)(*)F*'@$4)&@$1.)+-5-$1%$D*2'(5$+@$/*:-,.'*'%*

.)&',(/%)'%5-,$('.5.3*'%$4)$+*/2*)..5%$1%$!"#$&()'$-D%,.'%$1%$+@',%$,%5*F..5%$2(95.+%;$]*+@$&%

130 Revista românã de comunicare ºi rela!ii publice

!"#$%&'()"(*+,-.$*'/"(01234)5567287268895506:;755<'="5018

*,%$4)$=%1%,%$*++%2F.()%*$+(2,.)3@'-*,%$*$,%5*F..5-,$2(95.+%$+*$&.&'%/$1%$+-/().+*,%$%0'%,)@

*$()%.$-,K*).3*F..6$&',*'%K..5%$1%$!"#$&()'$4)$/*,%$2*,'%$&(9-,1-)*'%$+-/().+@,..$%0'%,)%6$1%+.

2-5.'.+..$1%$,%5*F..$2(95.+%$*$-,K*).3*F.%.;$"()'$-$+-/2-)%)'@6$2%$1.,%+F.*$,%5*F.-)@,..$+($+-/(L

).'*'%*$7.$-,K*).&/%5%$&-+.-L+(5'(,*5%6$*$2-5.'.+..$1%$+-/().+*,%$%0'%,)@;$H-,).)1$4)&@$1%$5*$()(5

1.)',%$/-1%5%5%$2,%3%)'*'%$1%$g(''-)$?4)$g%*'86$_```M$_`hC6$+*,%$*($4)$=%1%,%$-$=.3.()%$-2(&@

*$,%5*F..5-,$2(95.+%6$+*$D..)1$-$+-/2-)%)'@$&(9-,1-)*'@$/*,T%'.)K(5(.6$*'()+.$,%5*F..5%$2(95.+%

&()'$)(/*.$()$.)&',(/%)'$('.5.3*'$2%)',($./2()%,%*$&',*'%K..5-,$1%$!"#;$\)$*+%&'$+-)'%0'$&L*,

2()%$4)',%9*,%*$+*,%$%&'%$+-,%5*F.*$1.)',%$/*,T%'.)K$7.$!"#;$

H-,).)1$1%$5*$1%D.).F.*$D-,/(5*'@$1%$J&-+.*F.*$J/%,.+*)@$1%$S*,T%'.)K6$+-)D-,/$+@,%.*

/*,T%'.)K(5$&%$,%D%,@$5*$2,-.%+'*,%*6$1%3=-5'*,%*$7.$-D%,.,%*$1%$=*5-*,%$+@',%$2(95.+6$2('%/$&2()%

+@$ !"#L(5$ %&'%$ +-/2-)%)'*$ /*,T%'.)K(5(.$ +*,%$ *,%$ 4)$ =%1%,%$ +-)&',(.,%*$ -D%,'%.$ &-+.-L

+(5'(,*5%$*$-,K*).3*F.%.6$-D%,.,%*$1%$=*5-*,%$2%$*+%*&'@$+-/2-)%)'@;$\)$+-)'%0'(5$%=-5(F..5-,$1.)

&-+.%'*'%*$+-)'%/2-,*)@6$*$)-.5-,$/%)'*5.'@F.$5%K*'%$1%$,-5(5$()%.$+-/2*)..$4)$&-+.%'*'%6$%&'%

)%+%&*,$+*$-,.+%$D.,/@$&@$47.$1%3=-5'%$7.$-D%,'*$&-+.-L+(5'(,*5@6;$<&'%$1%+.$-95.K*'-,.($+*$&',*'%K.*

1%$/*,T%'.)K$&@$.)+5(1@$7.$-$&',*'%K.%$1%$!"#;$#%3(5'*'(5$*+%&'%.*$%&'%$-$-D%,'@$&-+.*5@$A$=*5-*,%

-D%,.'@$&-+.%'@F..b()%.$+-/().'@F.$1%$+@',%$+-/2*).%;$\)$&+8./9(5$*+%&'%.*6$D.,/*$)($1-,%7'%$&@

D.%$,%/()%,*'@6$1*,$*7'%*2'@$-$,@&25*'@$4)$&D%,*$+,%7'%,..$*2,%+.%,..$&*5%$2(95.+%6$*$1%3=-5'@,..

./*K.)..$7.$+8.*,$*$D.1%5.3@,..$+5.%)F.5-,;$

H%)',($*$1%3=-5'*$+*/2*)..$%D.+.%)'%$1%$!"#$)($%&'%$./2-,'*)'$)(/*.$/-1(5$1%$1%,(5*,%

*5$*+%&'-,*$+.$7.$'%/*'.+*$*9-,1*'@;$J&'D%56$1-/%)..5%$1%$./25.+*,%$',%9(.%$&@$*.9@$&%/).D.+*F.%

2%)',($2(95.+(5$+-/2*).%.$7.$&@$D.%$4)$+-,%5*F.%$+($1-/%).(5$1%$%02%,'.3@$&*($+($+*,*+'%,.&'.+.5%

-,K*).3*F.%.;$H%)',($*$&%$4)F%5%K%$)%=-.5%$2(95.+(5(.6$*5%$+-/().'@F..6$2%)',($*$&%$*5%K%$-$+*(3@

&-+.*5@$+*,%$&@$7.$*:('%$1%3=-5'*,%*$%+-)-/.+@$*$+-/2*).%.$%&'%$)%+%&*,$&@$&%$,%*5.3%3%$&'(1..

1%$2.*F@;$S%'-1%5%$D-5-&.'%$2%)',($+()-*7'%,%*$)%=-.5-,$7.$/-1(5$1%$&*'.&D*+%,%$*$*+%&'-,*

=*,.*3@$ 4)$ D()+F.%$ 1%$ +-)'%0';$ "%$ 2-'$ ,%*5.3*$ *)+8%'%$ 2%$ 9*3@$ 1%$ +8%&'.-)*,6$ 1*,$ 7.$ &'(1..

+*5.'*'.=%6$2,%+(/$.)'%,=.(5$.)1.=.1(*5$1%$2,-D()3./%$&*($D-+(&LK,(2(,.;$S.3*$*+%&'-,$&'(1..

%&'%$/*,%$1%-*,%+%$*5%K%,%*$+-,%+'@$*$1-/%).(5(.$1%$./25.+*,%$&-+.*5@$*$+-/2*).%.$.)D5(%)F%*3@

K,*1(5$1%$%D.+.%)F@$*5$*+'.=.'@F..$1%$!"#6$2,.)$2,.&/*$%D%+'%5-,$&*5%$1%$)*'(,@$%+-)-/.+@;$

Metode de CSR

<D.+.%)F*$&',*'%K.%.$1%$!"#$%&'%$.)D5(%)F*'@$7.$1%$*5%K%,%*$+%5-,$/*.$2-',.=.'%$/%'-1%$1%

./25%/%)'*,%;$W*+'-,..$4)$D()+F.%$1%$+*,%$&%$1%3=-5'@$+*/2*)..5%$!"#$&()'$D-*,'%$1.=%,7.;$I)..

&()'$5%K*F.$1%$&.'(*F.*$.)'%,)@$*$-,K*).3*F.%.$?%02%,'.3@6$1.&',.9(F.*$,%&2-)&*9.5.'@F.5-,6$2%,&-)*5

%'+;C;$J5F..$&()'$D*+'-,.$5%K*F.$1%$/%1.($?+-)+(,%)F@6$./*K.)%6$)%=-.$&-+.*5%$&',.)K%)F%6$2(95.+(5

F.)'@$%'+;C

-',%4++($50,+*'2(6/(*"/&'7&5,(%*&+8+&94++(:'(!)-(%(5/'+(*";$%/++<(#',%4++,'($50,+*'(%5(=+("+;$"#&%/&9(*";$"/'/&9(."*+%,9<(%&>&(,'3%&(:'(;":5,(:'("#3%/+?%#'(=+(:'#5,%#'(%(*%;$%/++,"#<*>&(=+(:'("0+'*&+8','(5#;9#+&'2(!%;$%/++,'(:'(#',%4++($50,+*'(*"/&#+05+'(,%(05/%(#'%,+?%#'(%"0+'*&+8',"#(.&#%&'3+'+(:'(!)-2(I)$,-5$D-*,'%$./2-,'*)'$*5$,%5*F..5-,$2(95.+%$%&'%$1%$*$/%)F.)%$5%K@'(,*$+($K,(2(,.5%$1%$.)'%,%&

2%)',($*+'.=.'*'%*$1%$!"#$*$D.,/%.;$\)$*+%&'$+-)'%0'6$&%$2-'$*&.K(,*$5.)..$1%$+-/().+*,%$1.,%+'@

+-)'.)(@$ ?+(/$*,$ D.$ E5.)..$ =%,3.G6$ 2,.)$ +*,%$ +%.$ .)'%,%&*F.$ 2-'$ &@$ +-)'*+'%3%$ 4)$ 2%,/*)%)F@

+-/2*).*$2%$'%/%$5%K*'%$1%$!"#C;$"%$2-'6$1%$*&%/%)%*6$-,K*).3*$+*/2*)..$*/25%$1%$,%5*F..

Responsabilitatea socialã corporativã – o strategie de rela!ii publice? 131

!"#$%&'()"(*+,-.$*'/"(01234)5567287268895506:;755<'="5010

2(95.+%6$+(/$*,$D.$%=%)./%)'%$+($./2*+'$%0'.)&$7.$*(1.%)F@$/*.$5*,K@;$J+%&'%$%=%)./%)'%$2-'

D.$.).F.*'.=%$*5%$-,K*).3*F.%.$&*($2-'$D.$,%*5.3*'%$4)$+-5*9-,*,%$+($*5'%$-,K*).3*F..$A$+(/$*,$D.

+*/2*)..$1%$@5/:#%+.+/3(-,K*).3*'%$+($1.=%,&%$*&-+.*F..$)-)2,-D.';$A#";"8%#'%( 5/'+( *%5?';$ \)$ +*1,(5$ &',*'%K.%.$ 1%$ !"#$ *$ ()%.$ +-/2*)..$ &%$ 2-'$ .)+5(1%

2,-K,*/%$1%$&(&F.)%,%$*$()-,$+*(3%$&-+.-L+(5'(,*5%$+($&%/).D.+*F.%$2%)',($1.=%,&%$+-/().'@F.

&*($2%)',($&-+.%'*'%*$4)$*)&*/95(;$J+%*&'@$&(&F.)%,%$2-*'%$&@$D.%$1.,%+'@6$2,.)$1-)*F..$1%$1.=%,&%

'.2(,.$?+*,%$2-'$4/9,@+*$D-,/*$&2-)&-,.3@,..$A$=%3.$/*.$:-&C;$]%$*&%/%)%*6$2,-/-=*,%*$()%.

+*(3%$2-*'%$D.$&(9$D-,/*$+-)',.9(F.%.$5*$+,%7'%,%*$)-'-,.%'@F..6$*$K,*1(5(.$1%$+-)7'.%)'.3*,%$+(

2,.=.,%$5*$,%&2%+'.=*$+*(3@;$J&'D%56$&%$2-'$1%,(5*$+*/2*)..$.)D-,/*'.=%$&*($2,.)$+*,%$&%$(,/@,%7'%

+,%7'%,%*$2,%-+(2@,..$7.$*$./25.+@,..$2(95.+(5(.$4)$&(&F.)%,%*$*+%5%.$+*(3%;$

!%5.'(#',%&':(;%#B'&+/3(CD%#B'&+/3(,'3%&(:'("(*%5?9E;$!-)+%2'(5$1*'%*3@$1.)$*)..$Oh`$*.&%+-5(5(.$ii6$+B)1$J/%,.+*)$<02,%&&$*$+-,%5*'$4)+*&@,.5%$2,.)$.)'%,/%1.(5$-2%,*F.().5-,$2%$+*,1

+($&(&F.)%,%*$+*/2*).%.$1%$,%&'*(,*,%$*$"'*'(..$V.9%,'@F..$?H-5-)&T>$^$"2%%16$_``fM$fdedC;$Y(

*$D-&'$2,./*$*+F.()%$1%$*+%&'$D%56$1*,$%*$*$*',*&$*'%)F.*$*&(2,*$%D.+.%)F%.$7.$%D%+'%5-,$*+%&'%.$2,*+'.+.;$

!%5.'(#',%&':(;%#B'&+/3 %&'%$-$'%8).+@$1%$/*,T%'.)K$2,.)$+*,%$+-/2*).*$&%$2,-/-=%*3@7.$(,/@,%7'%$+,%7'%,%*$=B)3@,.5-,$4)$2*,*5%5$+($2,-/-=*,%*$()%.$+*(3%$)-9.5%;$!%5%$/*.$1%&

4)'B5).'%$+*/2*)..$1%$*+%&'$'.2$&()'$+%5%$2,.)$+*,%$&%$1-)%*3@$()$*)(/.'$2,-+%)'$1.)$=B)3@,.

&*($()$*)(/.'$)(/@,$1%$2,-1(&%$4)$D()+F.%$1%$=-5(/(5$=B)3@,.5-,$+-/2*).%.;$!($*5'%$+(=.)'%6

+5.%)F..$2-'$+-)',.9(.$1.,%+'$5*$&-5(F.-)*,%*$()-,$2,-95%/%$1%$)*'(,@$&-+.*5@6$+(5'(,*5@$%'+;$)(/*.

4)$/@&(,*$4)$+*,%$+(/2@,@$2,-1(&%$*5%$+-/2*).%.$+*,%$(,/%*3@$&@$D*+@$*+%5%$*+'%$+*,.'*9.5%;$

J&'D%5$1%$*+F.().$&()'$2,-/-=*'%$1%$+@',%$+-/2*)..$+-/%,+.*5%$4)$+--2%,*,%$+($-,K*).3*F..

)-)2,-D.';$I)$*&'D%5$1%$%0%/25($%&'%$*+F.()%*$+-/()@$*$5*)F(5(.$Z-1>$"8-2$+($W()1*F.*$!8.51,%)

-)$'8%$<1K%$&*($+($J&-+.*F.*$"*5=*F.$!-2...;$H,.)$.)'%,/%1.(5$/*K*3.)%5-,$Z-1>$"8-2$&%$=B)1

2,-1(&%$1%$K%)(5$&*+-7%6$&@2()(,.6$&%/)%$1%$+*,'%$%'+;$5*$()$2,%F$2(F.)$/*.$/*,%$1%+B'$+%5$*5

2,-1(&%5-,$&./.5*,%$1%$2%$2.*F@;$W-)1(,.5%$*&'D%5$+-5%+'*'%$&()'$('.5.3*'%$1%$+@',%$-,K*).3*F..5%

)-)2,-D.'$2%)',($*:('-,*,%*$+-2..5-,$1%D*=-,.3*F.6$,%&2%+'.=$*$+%5-,$+*,%$&()'$',*'*F.$=.-5%)'$4)

D*/.5.%;$S*.$/(5'6$4)$+*3(5$&*+-7%5-,$+-/%,+.*5.3*'%$./25.+*,%*$4)$&-5(F.-)*,%*$()-,$2,-95%/%

%&'%$/*.$/*,%$A$&*+-7%5%$&()'$,%*5.3*'%$4)$N)1.*6$1%$+@',%$+-/().'@F.5%$&@,*+%$5.2&.'%$1%$&(,&%

+-)&'*)'%$1%$=%).'6$*&'D%5$4)+B'$+-/%,+.*5.3*,%*$5-,$*:('@$7.$5*$1%3=-5'*,%*$*+%5-,$+-/().'@F.;$

Z%)%D.+..5%$+*/2*)..5-,$1%$*%5.'(#',%&':(;%#B'&+/3 )($&%$5./.'%*3@$)(/*.$5*$-,K*).3*F.*+-/%,+.*5@$ +*,%$ 5%$ 2,-.%+'%*3@;$J+%*&'*$ 47.$ &2-,%7'%$ =B)3@,.5%$ 4)$ 2*,*5%5$ +($ 1%3=-5'*,%*

./*K.)..6$1%+.$+($+,%7'%,%*$4)+,%1%,..$2(95.+(5(.$4)$%*;$\)$*+%5*7.$'./2$-,K*).3*F..5%$)-)2,-D.'

*&-+.*'%$*+%&'-,$+*/2*)..$47.$&2-,%&+$=%).'(,.5%6$=.3.9.5.'*'%*$7.$+*2*+.'*'%*$1%$*$+-)',.9(.$5*

&-5(F.-)*,%*$2,-95%/%5-,$2%)',($+*,%$/.5.'%*3@;$]%$*&%/%)%*6$()$2(95.+$/*.$5*,K$%&'%$%02(&

5*$/%&*:%5%$(/*).'*,%$*5%$,%&2%+'.=%5-,$-,K*).3*F..;$

\)$K%)%,*56$+*/2*)..5%$1%$*%5.'(#',%&':(;%#B'&+/3 &()'$2*,'%$*$%D-,'(,.5-,$/*.$*/25%$7.$1%1(,*'@$1%$!"#$*5%$+-/2*)..5-,6$1*,$2-'$D.$7.$+*/2*)..$2()+'(*5%;$

D%#B'&+/3(."*+%,;$!-)+%2'(5$1%$/*,T%'.)K$&-+.*5$%&'%$1%&'(5$1%$+-)',-=%,&*'6$4)$&%)&(5$+@&2%+.*5.7'..$)($*($*:()&$5*$-$1%D.).F.%$*&(2,*$+@,%.*$&@$&%$2()@$1%$*+-,1;$Y($%&'%$+-)'%&'*'@$4)&@

1%$ )./%).$ *&-+.%,%*$ 1.)',%$/*,T%'.)K(5$ &-+.*5$ 7.$ %D%+'%5%$ &-+.*5%$ 2%$ +*,%$ 5%$ *,%$ 1%,(5*,%*

,%&2%+'.=%5-,$*+F.().$1%$/*,T%'.)K;$\)$25(&6$V*3%,$?fjje6$kdC$*',*K%$*'%)F.*$*&(2,*$-95.K*'.=.'@F..

1%$*+F.().$&-+.*5%$ 4)$&D%,*$/*,T%'.)K(5(.6$ F.)B)1(L&%$+-)'$1%$+-)'%0'(5$-D%,.'$1%$&-+.%'*'%*

+-)'%/2-,*)@6$+*,%$-D%,@$)(/%,-*&%$2-&.9.5.'@F.$1%$1%3=-5'*,%$2%,&-)*5@$7.$&-+.*5@$-,.+@,(.

/%/9,($*5$&@(;$

132 Revista românã de comunicare ºi rela!ii publice

!"#$%&'()"(*+,-.$*'/"(01234)5567287268895506:;755<'="5016

[$2*,'%$./2-,'*)'@$*$-9.%+'.=%5-,$=.3*'%$1%$+*/2*)..5%$1%$/*,T%'.)K$&-+.*5$&()'$1%$)*'(,@

&-+.*5@6$5%K*'%$1%$4/9()@'@F.,%*$()-,$*&2%+'%$+*,%$&%$,%D%,@$5*$+*5.'*'%*$=.%F..;$]%$*&%/%)%*6

2,.)$ .)'%,/%1.(5$ +*/2*)..5-,$1%$/*,T%'.)K$ &-+.*5$-$-,K*).3*F.%$2-*'%$(,/@,.$ &+8./9@,.$ 5*

).=%5(5$/%)'*5.'@F..$7.$*$+-/2-,'*/%)'(5(.$*)(/.'-,$K,(2(,.$&-+.*5%$&*($+-/().'@F.6$2,%+(/

7.$5*$).=%5$1%$.)1.=.3.;$\)$2*,*5%5$&%$2-'$-9F.)%$7.$%D%+'%$2-3.'.=%$5%K*'%$1%$+,%7'%,%*$K,*1(5(.

1%$%1(+*,%$*5$2(95.+(5(.$+($2,.=.,%$5*$*)(/.'%$'%/%$&*($2,-95%/%$+($./25.+*,%$&-+.*5@;$

]-/%)..5%$4)$+*,%$&%$1%,(5%*3@$+*/2*)..$1%$/*,T%'.)K$&-+.*5$&()'$*5%&%$4)$D()+F.%$1%$&.'(*F.*

+-/2*).%.6$,%&2%+'.=$1%$%02%,'.3*$7.$%02%,.%)F*$2%$+*,%$-$*,%6$4)$D()+F.%$1%$1-/%).(5$1%$*+'.=.'*'%

&2%+.D.+6$1%$+5.%)F..$&@.6$+8.*,$7.$4)$D()+F.%$1%$2*,'%)%,.*'%5%$+-/2*).%.;$]%$*&%/%)%*6$&%5%+F.*$&D%,%.

1%$ ./2*+'$ *$ +*/2*).%.$ 1%$/*,T%'.)K$ &-+.*5$ 1%2.)1%$ 7.$ 1%$ 2(95.+(5$ -,K*).3*F.%.6$ 1%$ )%=-.5%

.1%)'.D.+*'%$4)$/%1.($7.$1%$+-)'%0'(5$4)$+*,%$(,/%*3@$&@$&%$1%,(5%3%$,%&2%+'.=%5%$*+'.=.'@F.;$

)$"/."#+?%#';$\)$+*1,(5$+*/2*)..5-,$1%$!"#$&%$1%,(5%*3@$7.$1.=%,&%$*+F.().$1%$&2-)&-,.3*,%;J+%*&'*$+-)&'@$4)$('.5.3*,%*$1%$+@',%$-,K*).3*F.%$*$()(.$%=%)./%)'$&*($-$*5'@$2%,&-*)@$?D.3.+@

&*($:(,.1.+@C$+($+*,%$&%$*&-+.*3@$2,.)',L-$&(&F.)%,%$D.)*)+.*,@$&*($1%$*5'@$)*'(,@6$+($&+-2(5$1%

*$',*)&/.'%$()$/%&*:$+@',%$()$2(95.+$F.)'@;$J+%*&'@$&(&F.)%,%$&%$2-*'%$D*+%$4)$&+-2(5$+B7'.K@,..

1%$)-'-,.%'*'%6$*$1%3=-5'@,..$./*K.)..$&*($*$+,%7'%,..$+,%1.9.5.'@F..$-,K*).3*F.%.;$

J5%K%,%*$9%)%D.+.*,.5-,$&2-)&-,.3@,..$',%9(.%$&@$D.%$4)$+-)+-,1*)F@$+($&',*'%K.*$1%$!"#6$4)

+*3(5$4)$+*,%$-,K*).3*F.*$*,%$()*;$"2-)&-,.3*,%*$+-)',.9(.%$5*$+-)=.)K%,%*$2(95.+(5(.$+($2,.=.,%

5*$1-,.)F*$+-/2*).%.$1%$&-5(F.-)*,%$*$()-,$2,-95%/%$&*($1%$&(&F.)%,%$*$()-,$+*(3%;$<&'%$-

/%'-1@$2*52*9.5@6$+($%D%+'%$/*'%,.*5%$1.,%+'%6$2,.)$+*,%$+-/2*).*$47.$*,K(/%)'%*3@$./25.+*,%*;$

"2-)&-,.3*,%*$%&'%$-$D-,/@$1%$+-/().+*,%$+-/%,+.*5@$*$()%.$+-/2*)..$?0#%/:(.$"/."#.F+$C1%-*,%+%$ (,/@,%7'%$ -9.%+'.=%$ 1%$ /*,T%'.)K$ 5%K*'%$ 1%$ /*,+@$ 7.$ 1%$ +-/().+*,%6$ ,%&2%+'.=

1%3=-5'*,%*$*+%&'-,*$7.6$2,.)$(,/*,%6$+,%7'%,%*$=B)3@,.5-,;$\)$*+%5*7.$'./26$1*+@$&2-)&-,.3*,%*

%&'%$ 2*,'%$ *$ 2-5.'.+..$ 1%$ ,%&2-)&*9.5.'*'%$ &-+.*5@$ +-,2-,*'.=@$ ?*"#$"#%&'( *";;5/+*%&+"/C6,%&2%+'.=$%&'%$-$+*5%$1%$./25.+*,%*$*$+-/2*).%.$4)$2,-95%/%5%$+-/().'@F..6$*'()+.$%*$2-*'%$*=%*

%D%+'%$2%$'%,/%)$5()K$5*$).=%5$&-+.*5$7.$4)$2-3.F.-)*,%*$+,%1.9.5@$7.$2('%,).+@$*$+-/2*).%.$+*

2*,'%$*$+-/().'@F..$7.$&(&F.)@'-,$*5$*+%&'%.*;$

J=*)'*:%5%$-D%,.'%$1%$&2-)&-,.3*,%$&()'$/(5'.25%;$I)$2,./$*&2%+'$2-3.'.=$%&'%$D*2'(5$+@$D.,/*

+-/().+@$1.,%+'$+($2(95.+(5$&@(6$2,%+(/$7.$+($*5'%$%)'.'@F.$.)'%,%&*'%$1%$-$*)(/.'@$+*(3@;$J&'D%5

./2*+'(5$%&'%$/*.$2('%,).+$7.$,%5*F..5%$&%$1%3=-5'@$5*$).=%5$2%,&-)*5;$]%$%0%/25(6$&%$2-*'%$+-/(L

).+*$/*.$1%&+8.&$7.$/*.$%D.+.%)'$+($*5F.$&2-)&-,.6$+*,%$2-'$1%=%).$(5'%,.-,$2*,'%)%,.$4)$1.=%,&%

2,-K,*/%$+-/%,+.*5%$&*($&-+.*5%;$H,.)$&2-)&-,.3*,%$&%$D-,/%*3@$()$+(,%)'$1%$-2.).%$D*=-,*9.5

D.,/%.6$2,.)$*&-+.%,%*$+($()$%=%)./%)'b2,-K,*/6$4)$2*,*5%5$+($',*)&/.'%,%*$=*5-,.5-,$+-/2*).%.;$

I)$*5'$%D%+'$2-3.'.=6$+*,%$)($',%9(.%$)%K5.:*'6$%&'%$*&(2,*$2,-2,..5-,$*)K*:*F.;$J+%7'.*$&%$=-,

.1%)'.D.+*$/*.$9.)%$+($-$+-/2*).%$+*,%$&(&F.)%$%D%+'.=$+*(3%$4)$+*,%$7.$%.$+,%1$7.$*,$1-,.$&@$5%

&(&F.)@;$J',*K%/$*'%)F.*$+@$&2-)&-,.3@,.5%$*($*'B'$%D%+'%$2%$'%,/%)$&+(,'6$+B'$7.$%D%+'%$2%$'%,/%)

5()K;$J+%&'%*$&()'$1%&'(5$1%$K,%($1%$%=*5(*'6$1*,$+-/2*).*$',%9(.%$&@$+()-*&+@$+*,%$%&'%$./2*+L

'(5$+*/2*)..5-,$&*5%$1%$&2-)&-,.3*,%;$

G*4+5/+( @+,%/&#"$+*';$ N/25.+*,%*$4)$*+F.().$D.5*)',-2.+%$&%$2-*'%$D*+%$*'B'$ 4)$+*1,(5$()-,+*/2*)..$1%$&2-)&-,.3*,%6$+B'$7.$.)1%2%)1%)'$1%$*+%&'%*;$!-/2*).*$&%$2-*'%$*&-+.*$*+F.().5-,

1%$+*,.'*'%$-,K*).3*'%$1%$*5'%$D.,/%$&*($1%$*&-+.*F..$)-)2,-D.'$&*($2-*'%$&@$-,K*).3%3%$%*$*+F.().

D.5*)',-2.+%;$J+%&'%*$ 2-'$ D.$ 1-)*F..6$ *+-,1*,%*$ 1%$ 9(,&%6$ *&.K(,*,%*$ ()-,$ D*+.5.'@F.6$ 1.=%,&%

2,-K,*/%$1%$+*,.'*'%;$

Responsabilitatea socialã corporativã – o strategie de rela!ii publice? 133

!"#$%&'()"(*+,-.$*'/"(01234)5567287268895506:;755<'="5011

!-/2*).*$2-*'%$&@$+-)',.9(.%$D.)*)+.*,6$/*'%,.*5$&*($2,.)$*&.K(,*,%*$%02%,'.3%.$7.$*$,%&(,L

&%5-,$(/*)%$)%+%&*,%$&-5(F.-)@,..$()%.$2,-95%/%$&-+.*5%;$J+F.().5%$D.5*)',-2.+%$2-'$&@$D.%$,%*5.L

3*'%$7.$&(&F.)('%$1%$+@',%$4)',%*K*$+-/2*).%$&*($2-'$&@$D.%$*&-+.*'%$+($,%2,%3%)'*)F.$2,-%/.)%)F.

*.$+-/2*).%.$A$1.,%+'-,.6$*+F.-)*,.6$&2%+.*5.7'.$,%+()-&+(F.;$\)$*+%&'$1.)$(,/@$+*3$&%$2-*'%$+*

1%/%,&(5$&@$D.%$2%,&-)*56$4)&@$%D%+'%5%$&%$,%&./'$7.$*&(2,*$+-/2*).%.6$1*,$4)',L-$/@&(,@$/*.

/.+@$1%+B'$1*+@$%5%$*,$D.$D-&'$2,-/-=*'%$1%$+@',%$-,K*).3*F.%$5*$).=%5$-D.+.*5;$

"'(1..$,%*5.3*'%$4)$S*,%*$Z,.'*).%$1%$+@',%$!*'8%,.)%$l*5T%,$?_``_6$__fC$*,*'@$+@$./25.+*,%*

%&'%$+($*'B'$/*.$/*,%$+($+B'$2-3.F.*$.%,*,8.+@$4)$D.,/@$%&'%$/*.$,.1.+*'@;$J+%*&'@$'%)1.)F@$&%

+-)&'*'@$7.$4)$#-/B).*6$()1%$'-'$/*.$/(5F.$1.,%+'-,.$1%$D.,/%$&%$./25.+@$4)$+*(3%$)-9.5%$4)$)(/%

2%,&-)*5$7.b&*($+*$,%2,%3%)'*)F.$*.$+-/2*)..5-,$5-,;$\)$+*3(5$/*,.5-,$+-,2-,*F..$&*($*&-+.*F..6

&%5%+'*,%*$1.,%+'-,.5-,$7.$*$/%/9,.5-,$4)$+-)&.5..5%$1.,%+'-*,%$&%$,%*5.3%*3@$'-'$/*.$/(5'$7.$2%

9*3*$./*K.)..$E&-+.*5%G$*$+*)1.1*F.5-,;$

]%$*&%/%)%*$&%$+-)&'*'@$+@$%0%/25(5$+%5-,$*D5*F.$2%$2-3.F..$.%,*,8.+%$&(2%,.-*,%$%&'%$./.'*'

1%$+@',%$*5F.$*)K*:*F.;$[$.)D5(%)F@$&./.5*,@$&%$-9&%,=@$7.$*&(2,*$+-)+(,%)F%.$1.,%+'%6$+*,%$'.)1%

&@$F.)@$2*&(5$+($*+F.().5%$D.5*)',-2.+%6$5*$).=%5$2%,&-)*5$7.$.)&'.'(F.-)*5;$J+%&'$D%)-/%)$1(+%

4)$D.)*5$5*$+,%7'%,%*$*/25-,..$*+F.().5-,$+*,.'*9.5%$4)$'-*'%$1-/%)..5%;$

H",5/&%#+%&(I/(*";5/+&%&';$!-)',.9(F.*$5*$1.=%,&%$+*(3%$D.5*)',-2.+%$*$,%2,%3%)'*)F.5-,$D.,/%.2-*'%$D.6$*7*$+(/$*/$/%)F.-)*'6$*'B'$+*$/*).D%&'*,%$*$2-5.'.+..$1%$!"#$*$-,K*).3*F.%.$,%&2%+'.=%6

+B'$7.$4)$)(/%$2%,&-)*5;$J+%*&'@$+-)',.9(F.%$2-*'%$4/9,@+*$D-,/%$D.)*)+.*,%b/*'%,.*5%6$1*,$2-*'%

&@$D.%$7.$&(9$D-,/*$=-5()'*,.*'(5(.$2%,&-)*5;$

V*$).=%5(5$()%.$-,K*).3*F..$=-5()'*,.*'(5$4)$+-/().'*'%$&%$D*+%$2,.)$,%2,%3%)'*,%$A$,%&2%+'.=

2,.)$*)K*:*F.;$J&'D%5$+-/2*).*$47.$2-*'%$/-9.5.3*$2%,&-)*5(5$2%)',($*$D.$=-5()'*,$4)$D-5-&(5

+-/().'@F..6$*5$()(.$K,(2$1%D*=-,.3*'6$2%)',($-$+*(3@$&*($-$-,K*).3*F.%;$

I'.5.3*,%*$2%,&-)*5(5(.$+*$=-5()'*,.6$.)+5(&.=$2%)',($*$1*$=.3.9.5.'*'%$D.,/%.$7.$*$+-)',.9(.

5*$1%3=-5'*,%*$ ./*K.)..$ &*5%6$K%)%,%*3@$2,-95%/%$1%$)*'(,@$%'.+@;$"%$2()%$2,-95%/*$ 4)$+%

/@&(,@$,%&2%+'.=..$*)K*:*F.$&()'$.)'%,%&*F.$7.$1.&2(7.$5*$,%&2%+'.=%5%$*+F.().$1%$=-5()'*,.*';$J,

',%9(.$&@$%0.&'%$-$+-)+-,1*)F@$2%,D%+'@$4)',%$.)'%,%&%5%$D.,/%.$7.$+%5%$*5%$*)K*:*F.5-,6$*&'D%5$4)+B'

*+%7'.*$&@$)($=-5()'*,.%3%$+*$&./25@$-95.K*F.%$1%$&%,=.+.($+.$?7.C$1.)$.)'%,%&$2%,&-)*5;$

I)$,-5$./2-,'*)'$2%)',($,%*5.3*,%*$*+%&'(.$1%3.1%,*'$4.$,%=.)%$+(5'(,..$-,K*).3*F.-)*5%;$J+%*&'*

*,%$/%).,%*$1%$*$&'./(5*$2,.)$1.=%,&%$/.:5-*+%$./25.+*,%*$*)K*:*F.5-,$7.$4)$*+%&'$D%5;$\)$25(&6$5*

*5%K%,%*$+*(3%.$7.$*$+-)'%0'(5(.$2%)',($+*,%$+-/2*).*$=-5()'*,.*3@$',%9(.%$&@$&%$F.)@$+-)'$7.$1%

&.'(*F.*$.)'%,)@$%.6$,%&2%+'.=$1%$2%,&-)*5$A$1%$)%=-.5%6$1-,.)F%5%$7.$+*,*+'%,.&'.+.5%$*+%&'(.*;$

A#%*&+*+(:'(%@%*'#+(#'.$"/.%0+,'(."*+%,;$\)$K%)%,*56$2,-.%+'*,%*$*+'.=.'@F..$()%.$+-/2*)..',%9(.%$&@$F.)@$+-)'$1%$+5./*'(5$&-+.*5$4)$+*,%$*+%*&'*$*+F.-)%*3@6$1%$%D%+'%5%$1%$)*'(,@$&-+.*5@

./25.+*'%$1%$*+%&'%$*+'.=.'@F.;$H,.)',L-$*9-,1*,%$,%&2-)&*9.5@$1.)$2()+'$1%$=%1%,%$&-+.*56$-$D.,/@

47.$4/9()@'@F%7'%$./*K.)%*6$/-1(5$1%$,*2-,'*,%$5*$1.=%,&%$%5%/%)'%$1.)$/%1.(5$.)'%,)$7.$%0'%,);

J9-,1*,%*$,%&2-)&*9.5@$&-+.*5@$*$*D*+%,..$1(+%$5*$4/9()@'@F.,%*$/-1(5(.$1%$-,K*).3*,%$7.$-2%L

,*,%$*5$,%&2%+'.=%.$-,K*).3*F..6$1(+%$5*$+,%7'%,%*$./2*+'(5(.$&@($&-+.*5$7.$5*$-9F.)%,%*$*'*7*/%)L

'(5(.$+-/().'@F..;$

H,*+'.+.5%$1%$*D*+%,.$,%&2-)&*9.5%$&-+.*5$)($',%9(.%$&@$&%$5./.'%3%$5*$*)(/.'%$*+'.=.'@F.$4)1,%2L

'*'%$&2,%$%0'%,.-,$+*,%$*($/%).,%*$1%$*$2,-/-=*$-,K*).3*F.*;$<5%$',%9(.%$&@$D.%$-,.%)'*'%$7.$&2,%

.)'%,.-,6$./25.+@$4)',%K(5$/*)*K%/%)'$*5$D.,/%.$7.$=.3.()%*$&*$1%$*D*+%,.;$J+%&'%$2,*+'.+.$1%

*D*+%,.$ ',%9(.%$&@$ D.%$+-1.D.+*'%$ 4)$ ,%K(5*/%)'%5%$ .)'%,)%$7.$&@$ D.%$ 4)&(7.'%$1%$+@',%$ '-F.$+%.

./25.+*F.$4)$*+%*$-,K*).3*F.%;$

134 Revista românã de comunicare ºi rela!ii publice

!"#$%&'()"(*+,-.$*'/"(01234)5567287268895506:;755<'="501?

H,*+'.+.5%$1%$*D*+%,.$,%&2-)&*9.5%$&-+.*5$',%+$1.)+-5-$1%$&./25*$,%&2%+'*,%$*$5%K.&5*F.%.$4)

=.K-*,%;$<5%$&%$,%D%,@$5*$D.0*,%*$()-,$&'*)1*,1%$+($:(&'.D.+*,%$&-+.-L+(5'(,*5@$4)$5%K@'(,@$+(

,%5*F..5%$1%$/()+@6$1%,(5*,%*$*+'.=.'@F..6$-,K*).3*,%*$+.+5(5(.$1%$2,-1(+F.%6$1%3=-5'*,%*$2*,'%L

)%,.*'%5-,$%'+;$

6/@++/4%#'%(:'(@5/:%4++(*"#$"#%&+.&';$I)%5%$+-/2*)..$1%,(5%*3@$+*/2*)..$1%$!"#$2,.)$.)'%,L/%1.(5$ 2,-2,..5-,$ D()1*F..;$J+%&'%*$ *($2%,&-)*5.'*'%$ :(,.1.+@$1.&'.)+'@6$ 2%,&-)*5$ &2%+.*5.3*'

2,-2,.(6$1*,$&',*'%K.*$5-,$%&'%$&(9-,1-)*'@$2-5.'.+..$1%$!"#$*$D.,/%.$/*/@;$W()1*F..5%$+-,2-L

,*'.&'%$1.&2()$1%$9(K%'%$&%2*,*'%$7.$D()+F.-)%*3@$:(,.1.+$+*$-$-,K*).3*F.%$)%K(=%,)*/%)'*5@;$

J=*)'*:%5%$4)D..)F@,..$()%.$*&'D%5$D()1*F..$&()'$/(5'.25%;$I)%5%$&()'$1%$)*'(,@$5-K.&'.+@;$J&'D%5

2%,&-)*5(5$&2%+.*5.3*'$2-*'%$D.$/*.$%D.+.%)'6$*)(/.'%$*+'.=.'@F.$&%$2-'$1%,(5*$/*.$9.)%$A$D..)1

D*+.5.'*'%$.)+5(&.=$1.)$2%,&2%+'.=@$5%K.&5*'.=@;$H,-K,*/%5%$+-)&',(.'%$2-'$D.$/*.$%D.+.%)'%$7.$/*.

9.)%$-,K*).3*'%6$.*,$/-1(5$4)$+*,%$+-/2*).*$,@&2()1%$&-5.+.'@,.5-,$1%$./25.+*,%$&-+.*5@$7.$1%

&2-)&-,.3*,%$2-*'%$D.$/*.$2,-/2'$7.$+($()$./2*+'$/*.$/*,%;$]%$*&%/%)%*6$%0.&'%)F*$D()1*F.%.

7.$ *$ 2%,&-)*5(5(.$ &2%+.*5.3*'$ 4)&%*/)@$ -$ /*.$ 9()@$ 25*).D.+*,%$ *$ *+'.=.'@F..6$ 1%+.$ *5-+*,%

%D.+.%)'@$*$D-)1(,.5-,$7.$%D%+'%$1%$1(,*'@;$

X.$5*$).=%5(5$./*K.)..$+-/2*).*$*,%$1%$+B7'.K*'6$*'B'$4)$,B)1(,.5%$2(95.+(5(.$.)'%,)6$+B'$7.$*5%

+%5(.$%0'%,);$!,%*,%*$D()1*F.%.$%&'%$-$1-=*1@$+@$,%&2%+'.=*$D.,/@$1-,%7'%$&@$&%$./25.+%$4)$/-1

+-)'.)(($ 7.$ +-)&.&'%)'$ 4)',L-$ *)(/.'@$ +*(3@;$ Y-'-,.%'*'%*$ +-/2*).%.$ +,%7'%$ 4)$ 2*,*5%5$ +(

4)+,%1%,%*$2(95.+(5(.$4)$*+F.().5%$&-+.*5%$7.$+-/%,+.*5%$1%,(5*'%;$

!-)D-,/$5(.$[*)+%*^].*+-)($?_``aC6$4)$#-/B).*$%0.&'@$)(/*.$*2,-0./*'.=$_`$1%$D()L

1*F..$+-,2-,*'.&'%;$]./%)&.().5%$7.$*+'.=.'*'%*$*+%&'-,$D()1*F..$=*,.*3@$D-*,'%$/(5';$I)%5%$D()1*F..

&()'$*&-+.*'%$()-,$+-/2*)..$/(5'.)*F.-)*5%$7.$9%)%D.+.*3@$1%$&2,.:.)$7.$%02%,.%)F@$.)'%,)*F.-)*5@

?W()1*F.*$#-)*51$S+]-)*51O&C6$&*($&()'$%02,%&.%$*$()-,$+-/2*)..$,%5*'.=$/.+.$?W()1*F.*$V.D%

D-,$V.D%6$+,%*'@$1%$V*=.).*$g(.1*)6$*+F.-)*,$7.$2,%7%1.)'%$*5$<(,-$N)'%,$Q,*1%$A$W-,(/$J('-6

().+$./2-,'*'-,$m-5=-$4)$#-/B).*C;$

Q-*'%$/%'-1%5%$2,%3%)'*'%$*)'%,.-,$',%9(.%$&@$&%$&(&F.)@$,%+.2,-+6$&@$&%$+-/9.)%$4)$+*/L

2*)..$1%$!"#$().'*,%6$+-%,%)'%6$4)$+-)+-,1*)F@$+($D.5-&-D.*$1%$!"#$*$+-/2*).%.;$J+%*&'*$',%9(.%

D@+('@$ +()-&+('@$ 4)$ *)&*/95(6$ *'B'$ 4)$ .)'%,.-,(5$ D.,/%.6$ +B'$ 7.$ 4)$ %0'%,.-,;$ [$ /-1*5.'*'%

%D.+.%)'@$%&'%$2,%3%)'*,%$&*$2%$R%9&.'%L(5$+-/2*).%.;$<&,-+T$7.$V%.+8'>$?fjjh6$d`hC$*',*K$*'%)F.*

*&(2,*$D*+.5.'@F.5-,$-D%,.'%$1%$.)'%,)%'$2%)',($*$+-)&',(.$./*K.)%*$+-/2*).%.$7.$/*.$*5%&$2%)',(

*$+-)&(5'*$2(95.+(5$4)$+-)'%0'(5$*9-,1@,..$!"#;$]%$*&%/%)%*6$%.$*',*K$*'%)F.*$*&(2,*$2-&.9.5.'@F..

1%$*$1%D.).$*K%)1*$+-/2*).%.$=.3*=.$1%$1.=%,&%$+*'%K-,..$1%$2(95.+$7.$1%$+-/().+*,%*$%D.+.%)'@

*$*+%&'%.*;$N/2-,'*)F*$N)'%,)%'(5(.$+*$/.:5-+$1%$+-/().+*,%$*$&',*'%K..5-,$1%$!"#$%&'%$1-=%L

1.'@$1%$&'(1.(5$,%*5.3*'$1%$<&,-+T$7.$V%.+8'>$?fjjaC$+*,%$*,*'@$+@$/*,.5%$+-/2*)..$?*/%,.+*)%C

('.5.3%*3@$1%$/(5'@$=,%/%$.)'%,)%'(5$+*$/.:5-+$1%$+-/().+*,%$2%$1.=%,&%$+-/2-)%)'%$*5%$%D-,L

'(,.5-,$1%$!"#;$J++%)'(5$+*1%$4)$*)*5.3*$,%&2%+'.=@$2%$2,-'%+F.*$/%1.(5(.$7.$*+'.=.'@F.$+.=.+%

*5%$+-/2*).%.;$"'(1.(5$*,*'@$7.$D*2'(5$+@$D*+.5.'@F.5%$-D%,.'%$1%$.)'%,)%'$4)$2,.=.)F*$.)'%,*+F.()..

+($2(95.+(5$)($%,*($&(D.+.%)'$%025-*'*'%;$J,$D.$,%5%=*)'$1%$(,/@,.'$%=-5(F.*$4)$(5'./..$f`$*).$*

D%)-/%)(5(.;$ "%$ -9&%,=@$()$ .)'%,%&$ +,%&+('$ *5$ '('(,-,$ '.2(,.5-,$ 1%$ +-/2*)..$ 4)$ *$ 2,%3%)'*

%D-,'(,.5%$1%$!"#6$1*,$K,*1(5$1%$.)'%,*+'.=.'*'%$+($2(95.+(5$2*,%$4)$+-)'.)(*,%$&+@3(';$

N)'%,)%'(5$*,%$()$./2-,'*)'$,-5$7.$4)$+-)'(,*,%*$()-,$,%5*F..$4)$&2*F.(5$=.,'(*5$A$4)$+-,%5*F.%

+($+%5%$1.)$/%1.(5$-DD5.)%;$[OQ--5%$?_``d6$ffkC$*,*'@$+(/$,%5*F..5%$2%$N)'%,)%'$2-'$+,%*$()

*=*)'*:$+-/2%'.'.=$+-/2*).%.$7.$+-)',.9(.%$5*$.)'%K,*,%*$*+%&'%.*$4)',L()$&.&'%/$1%$*D*+%,.;

#%5*F..5%$2%$.)'%,)%'$2-'$D.$4)&@$%025-*'*'%$7.$4)$+-)'%0'(5$+*/2*)..5-,$1%$,%5*F..$2(95.+%6$,%&2%+'.=

Responsabilitatea socialã corporativã – o strategie de rela!ii publice? 135

!"#$%&'()"(*+,-.$*'/"(01234)5567287268895506:;755<'="501;

*5$&',*'%K..5-,$!"#$*5%$()%.$+-/2*)..;$<&'%$-95.K*'-,.($2%)',($+,%7'%,%*$+,%1.9.5.'@F..$+*/2*)..5-,

1%$!"#$+*$-$D.,/@$&@$1%3=-5'%$7.$&@$/%)F.)@$D()+F.-)*5$7.$()$&.&'%/$1%$,%5*F..$-)5.)%$+($+-/L

2-)%)'@$&-+.-L+(5'(,*5@;$J+%&'$5(+,($%&'%$+($*'B'$/*.$)%+%&*,6$1*,$7.$/*.$(7-,$1%$,%*5.3*'$'-'-1*'@6

+($+B'$2*,'%)%,..$&-+.*5.$&()'$'-'$/*.$*',*7.$1%$.)'%,)%'$4)$1%3=-5'*,%*$*+'.=.'@F..$7.$4)1%25.).,%*

/.&.()..$&2%+.D.+%;$

H%)',($9()*$1%,(5*,%$*$&',*'%K..5-,$1%$!"#$7.$&(++%&(5$*+%&'-,*$2%$2.*F@$%&'%$=.'*5@$+-,%L

5*,%*$5-,$+($&',*'%K..5%$1%$,%5*F..$2(95.+%$-)5.)%$7.$-DD5.)%$*5%$-,K*).3*F.%.$,%&2%+'.=%;$V%%2%,$7.

V%%2%,$?_``f6$nenLneeC$*',*K$*'%)F.*$+@$2,*+'.+.%)..$4)$&D%,*$,%5*F..5-,$2(95.+%$*($*++%)'(*'

./2-,'*)F*$+5.%)F.5-,6$'.)3B)1$&@$)%K5.:%3%$*5'%$+*'%K-,..$1%$2(95.+6$1*,$%=.1%)F.*3@$7.$D*2'(5$+@6

4)$ (5'./..$ *).6$ +%5$ 2(F.)$ 5.'%,*'(,*$ 1%$ &2%+.*5.'*'%$ *+-,1@$ -$/*.$/*,%$ *'%)F.%$ 1%3=-5'@,..$ 7.

/%)F.)%,..$*,/-).%.$4)$+-/().'*'%*$1.)$+*,%$+-/2*).*$%&'%$2*,'%;$\)$*+%&'$+-)'%0'$',%9(.%$K@&.'%

&+-2(,.$+-/()%$&2,%$+*,%$&@$*+F.-)%3%$'-F.$+%.$./25.+*F.b.)'%,%&*F.$4)$9%)%D.+.(5$+-/();$#-5(5

+*/2*)..5-,$7.$.)&',(/%)'%5-,$1%$,%5*F..$2(95.+%$,%&2-)&*9.5%$%&'%$=.'*5$4)$,%*5.3*,%*$*+%&'(.

1%3.1%,*';$<5%$',%9(.%$&@$D.%$.)'%K,*'%$4)$=.3.()%*$1%$!"#$*$+-/2*).%.$7.$',%9(.%$&@$+-)',.9(.%

5*$1%3=-5'*,%*$1%$,%5*F..$+($'-*'%$+*'%K-,..5%$1%$2(95.+6$,%5*F..$9*3*'%$2%$4)+,%1%,%6$,%&2%+'6$)(

2%$2,-D.'$7.$9%)%D.+..$.)1.=.1(*5%;$

Referin!e bibliografice selective

f;$Z*,-)%6$S.+8*%5$c;o$S.>*3*T.6$J)'8-)>$];$^$Q*>5-,6$p./9%,5>$J;$_```;$Q8%$.)D5(%)+%$-D$+*(&%L,%5*'%1

/*,T%'.)K$-)$+-)&(/%,$+8-.+%M$]-%&$-)%$K--1$'(,)$1%&%,=%$*)-'8%,q6$G*%:';1("@(D%#B'&+/3()*+'/*'2J"5#/%,2 _`$?_CM$_nhL_e_;

_;$Z-'%3*'(6$J5.)*^m*.1*6$V*(,*;$_``a;$EW.,/%5%$,-/B)%7'.$&%$./25.+@$4)$!"#G6$KLM2 fdnM$j;d;$!(,'.&6$c*/%&$_``a;$E!(/$2-*'%$*:('*$/*,T%'.)K(5$&',*'%K.*$1%$!"#qG6$!%;$%+3/6$)-.%/9,.%M$da;n;$<&,-+T6$"'(*,'$V;$̂ $V%.+8'>6$r,%K$Z;$fjjh;$E"-+.*5$#%&2-)&.9.5.'>$*)1$!-,2-,*'%$l%9$H*K%&M$"%5DLH,%&%)L

'*'.-)$-,$JK%)1*L"%''.)KqG;$A50,+*(-',%&+"/.(-'8+'N6$_n$?dCM$d`kLdfj;k;$g%*'86$#-9%,';$_```;$O%/:0""B("@(A-;$"*)$W,*)+.&+-M$"*K%$H(95.+*'.-)&;$e;$V*3%,6$l.55.*/;$fjje;$ES*,T%'.)KO&$+8*)K.)K$&-+.*5$,%5*'.-)&8.2&G6$D%#B'&+/3(D%/%3';'/&<(k$?fCM$k_Lka;a;$V%%2%,6$#->$m;$̂ $V%%2%,6$!*'8.%$J;$_``f;$EH(95.+$,%5*'.-)&$*&$s2,*+'.+%tM$*225>.)K$'8%$'8%-,>$-D$J5*&1*.,

S*+N)'>,%G6$A50,+*(-',%&+"/.(-'8+'N6$_a$?nCM$nefLnad;$h;$[*)+%*6$]*)*^].*+-)(6$Z-K1*);$_``a;$EW()1*F..$+-,2-,*'.&'%M$+(/$47.$+-)&',(.%&+$+-/2*)..5%$/%1.(5

&-+.*5G6$RRR;+&,L,-/*).*;,-6$*,'.+-5$*2@,('$7.$4)$-'8+.&%(PP6$.(5.%;j;$[2,%*6$#-/*).F*;$_``a;$E#%&2-)&*9.5.'*'%*$&-+.*5@$4)$#-/B).*$4)+@$)($*$',%+('$1%$&'*1.(5$1%$K,@1.).F@G6

!%;$%+3/6$D%9,(*,.%M$a;f`;$[OQ--5%6$Q8-/*&;$_``d;$E<L,%5*'.-)&8.2&$A$%/%,K%)+%$*)1$'8%$&/*55$D.,/G;$D%#B'&+/3(L/&',,+3'/*'(%/:

A,%//+/3;$_f$?_CM$ffkLf__;$ff;$H%',%;$H%',%;$_``a;$EN)'%,=.(M$!%$+,%1$,-/*)..$1%&2,%$!"#q$G6$8''2MbbRRR;,%&2-)&*9.5.'*'%&-+.*5*;,-b%1.

'-,.*5%b.)'%,=.(L+%L+,%1L,-/*)..L1%&2,%L+&,;8'/5;

f_;$H-5-)&T>6$S.+8*%5$c*>^"2%%16$#.+8*,1;$_``f;$EV.)T.)K$&2-)&-,&8.2$*)1$+*(&%$,%5*'%1$/*,T%'.)K;$!-/L

25%/%)'*,.'.%&$*)1$+-)D5.+'&G6$Q5#"$'%/(J"5#/%,("@(D%#B'&+/3< dk$?ffbf_CM$fdefLfdhj;$fd;$".//-)&6$c-8);$_``d;$EZ*5*)+.)K$2%,D-,/*)+%6$*++-()'*9.5.'>$*)1$%u(.'>$.)$&'*T%8-51%,$,%5*'.-)&8.2&G6

!"#$"#%&'()"*+%, A$-'.$"/.+0+,+&1(%/:(Q/8+#"/;'/&%,(D%/%3';'/&< f`$?dCM$f_jLfn`;fn;$"'*)+(6$<5%)*;$_``e;$E!B'$1%$9.)%$=.)1%$,%&2-)&*9.5.'*'%*$&-+.*5@qG6$!%;$%+3/6$/*.6$f_;fk;$l*5T%,6$!*'8%,.)%;$_``_;$EH8.5*)'8,-2>6$&-+.*5$+*2.'*5$-,$&',*'%K.+$*55.*)+%q$Q8%$.)=-5=%/%)'$-D$&%).-,$Ip

9(&.)%&&$%0%+('.=%&$R.'8$'8%$=-5()'*,>$&%+'-,$*)1$./25.+*'.-)&$D-,$+-,2-,*'%$D()1,*.&.)KG6$L/&'#/%&+"/%,J"5#/%,("@(R"/$#"@+&(%/:(H",5/&%#1()'*&"#(D%#B'&+/36$a$?dCM$_fjL__h;$

136 Revista românã de comunicare ºi rela!ii publice

!"#$%&'()"(*+,-.$*'/"(01234)5567287268895506:;755<'="501@

Resurse online

f;$RRR;+&,`e;,-$

_;$RRR;+&,`a;,-$

d;$RRR;+&,L,-/*).*;,-$

n;$RRR;+&,R.,%;+-/

k;$RRR;.**;,-

e;$RRR;/*,T/%1.*;,-

a;$RRR;2,R*=%;,-

h;$RRR;,%&2-)&*9.5.'*'%&-+.*5*;-,K

j;$RRR;,%&2-)&*9.5.'*'%&-+.*5*;,-$

!"#$%&'()"(*+,-.$*'/"(01234)5567287268895506:;755<'="501>