Ethical obligations of public relations in an era of globalisation

Two sets of questions animate this discussion: (1) What is corporate social responsibility? Why is it desirable? How can it be assessed? (2) Why should public relations practitioners be interested in corporate social responsibility?can public relations do to promote corporate social responsibility globally? Drawing on a variety of literature, the authors argue that corporations out of their own self‐interest must embrace a global approach in fulfilling their social responsibility and that public relations professionals have an obligation to carry out that responsibility by recognising in their practices that the most important “corporate” stakeholder is society itself.