Public Relations: Comment - Local impact can be vital for CSR to win global recognition

Corporate social responsibility (CSR) continues to gain momentum in Asia, but with such cultural diversity across the region, many companies still struggle to deliver a global CSR programme that can deliver local impact. Often, local CSR programmes become ad hoc donations to charities or one-off sponsorships of local events. While these efforts will certainly help build community relations and may provide evidence of corporate commitment, they fall short of delivering on the full potential of CSR in Asia. The companies that have the most success in this area are the ones which recognise that harnessing their strongest assets and know-how is what can really make a difference in improving lives in the communities in which they operate.