For a Non-Strategic Approach to CSR: Connectedness and Social Value

The main objective of this chapter is to propose an alternative framework to analyze Corporate Social Responsibility (CSR) – which we call a “non-strategic” approach to CSR– that stems from a criticism of the normative perspective of Public Relations (PR) and the competitive corporate strategic mindset. Inspired by Certeau’s tactical take on the everyday life of common people and the Latin American critical school of “alternative communication,” we set the foundations of a theoretical and practical overture that could lead to a set of possibilities in the area of CSR. The conceptualization of this alternative view about CSR is based on both a critical discussion of fundamental notions of PR, communication and management, and the empirical insights stemming from the practice in the field, mainly in the Latin American region. The non-strategic approach to CSR challenges both theoretically and practically the very idea of socially accountable corporation and its relation with society. Conceptually, the non-strategic approach considers all the parties engaged in the process are responsible for bringing out emerging value and translating it into a shared destination through experimentation. Practically, being non-strategic, which emphasizes the tactical actions that are rooted in the daily life of people, entails the creation of social innovation spaces or labs and networking that could become tools for problem solving and increase the possibilities for creative collaboration between corporations and communities. The non-strategic approach offers an analytical framework to assess the ethical and practical implications of CSR initiatives.